Want Want: Co-branding and crossover marketing

Want Want: Co-branding and crossover marketing

We introduced the Want Want brand last time. Just like the White Rabbit, Want Want also does crossover marketing campaigns. Today we're going to look at how the Want Want does motional branding outside their snack empire.

The BIG Things

A lot of people feel the brand image of Want Want appears stale; an important reason is that its sale relies a lot on TV media and traditional advertisement. To put it bluntly, is to rely on the "old book"!

However, from the start of nov 11 in 2017, want want has launched a series of products that are "bigger" in an attempt to draw closer to consumers through fun and interesting products.

The product style is as follows:

Want Want previously launched an 8L pack of Wangzai milk on Weibo (a blog). What makes a person did not expect is. To our surprise, Want Want really launched the product two months later. This “new product” really got a lot of attention all over China. According to official data, the Want Want PLUS gift box was sold at a rate of 7 boxes per second on Tmall during the double 11 festival, which is still in short supply after three reorders.

Want Want on the clothing field

In June last year, Want Want's official Weibo reposted images that had been photoshopped by netizens. In these pictures, the clothes with Want Want’s logo character are highly praised by netizens.

When people thought this was just a marketing promotion of Want Want, it was unexpected that three months later, Want Want said that the joint hoodie with clothing brand TYAKASHA would be officially launched in Tmall.

Want Want on the furniture industry

After that, Want Want released a series of furniture products that look to have appetite again. For example, Want Want small steamed bread sofa, Want Want snow biscuit lamp and the couch…

The reason why Want Want chose April fool's day to release these new products, in my opinion, are the two follows:

First of all, through April fool's day user test, to understand the taste and consumption preferences of consumers, while creating heat and topics for the brand, so as not to be forgotten by consumers.

Next, because it is April fool's day, although Want Want does not roll out corresponding product in the future, also won't incur the antipathy of consumer. And in case the launch of a corresponding product, it is to give consumers to create an additional surprise.

No matter from which point of view, this is a sure WIN business!

Siqi SHA

Reference

http://www.want-want.com/
https://baike.baidu.com/item/%E6%97%BA%E6%97%BA
https://en.wikipedia.org/wiki/Want_Want
http://www.foodaily.com/market/show.php?itemid=20031