Weichuan Daily C: How Do You Get 90% Sales Increase and 100,000+ Reads?

When you feel delighted in talking about “4P” in marketing, have you ever thought about adding another P – packaging onto the list? You may doubt the real impact of packaging on your sales, but if you know what recently happens to Weichuan, a leading Taiwanese f&b brand, you would have a fresh view. 

Daily C are a series of juice products under Weichuan, which have 14-years presence in China’s market and have successfully established its brand image of healthy and “a sweet friend who takes care of you”. In the early winter of 2016, Daily C has launched its “spelling bottles”, each of which contains a single Chinese character and consumers can make their own sentence by lining different bottles up. 

The expected spellings from Weichuan are all good wishes and soft words like “Keep a good health and do not catch a cold”, “Wanna give you a big hug”, “Happy new year” and “Miss you” etc. However, these spelling bottles are lined up in unexpected ways which produce quirky and creative terms such as “Don’t recover from bad cold”, “Piss you off”, “Wish you get fat” and even “F*** the new year”…It seems that Weichuan has lost control of their campaign as their brand image is in danger if consumers keep making fun of these spelling bottles. However, the truth is, since Daily C started using new “character” packages, its sales in every month of 2016 has increased by 40% year-on-year and Weichuan gained the biggest market share among domestic pure juice categories from July to October in the last year. The Love O2O movie-themed bottles even brought 90% sales surge for Daily C!

Do you wonder how did Weichuan transfer the packaging creativity to the real robust sales figure? If you are interested in redefining a classic brand with a young and fashionable approach, let’s listen what would Ms. Xie Yahui, senior marketing director of chilled product at Weichuan say in FBIF2017. Besides, Weichuan will take part in Marking Awards with their new packages. If your brands have better package designs and creativities, welcome to take the challenge in the competition!

Commissioned by Food & Beverage Innovation Forum (FBIF), Marking Awards 2017 is a global package design contest purely focusing on the F&B industry. With juries from leading F&B brands and world-class creative agencies, Marking Awards will select out the best entry with the highest mark in integrity as well as in different single marking aspect. Besides, the brands to be invited for the competition include Coca-Cola, PepsiCo, Mondelēz, Hershey’s, Danone, Starbucks, COFCO, Unilever, GODIVA, Glico, AB-inBev, Wong Lo Kat, Vitasoy, Vita Coco and NONGFU SPRING, etc. Click here for more information: Marking Awards – FBIF2017 I Commer