As a national enterprise that has always been keen to public welfare undertakings. Nongfu Spring jointed with China UnionPay and launched Bottle of Poetry with 24 different patterns. It printed poems of children from mountain areas on more than 100 million bottle of Nongfu Spring drinking water, aimed to let more people hear the "voices from mountains areas". Numberless customers were touched by the young children’s language with lovely dreams from mountains areas. Through this cross-boundary public welfare activity, Nongfu Spring takes "let the talent of children in the mountain be seen" as the topic and communication point, endows the water bottle with unique emotional value, and continuously deepens and precipitates the cultural connotation of Nongfu Spring.
In July this year, 15 special poetry POS machines appeared in Lujiazui, Shanghai, which was a public welfare activity held by China UnionPay. If consumers donated 1 yuan on the poetry POS machine, it would immediately present a small receipt printed with a poem. This creative public welfare activity aroused great repercussions. This time, Nongfu Spring’s cross-boundary cooperation with China UnionPay of Bottle of Poetry, the poems were also selected from the previous UnionPay POS machines project. All the poems came from children in the mountain areas of Sichuan, Anhui, Henan and other regions. The little poets in the big mountain, used the pure and innocent poems and simple line-drawings to let those people who had experienced the vicissitudes of life were all deeply attracted, with minds wandering deep to the mountains and feeling their innocent fantasy and expectation of the world.
What's more, Nongfu Spring conveying the children's heartfelt wishes by Bottle of Poetry is not just a visual creativity of advertising, but practical actions of warm care. In this cross-border public welfare activity, Nongfu Spring also arranged channel resources of major shopping malls and convenience stores to set up poetry POS machines. Urbanites could buy one poem by paying one yuan through the POS machines. Each bottle of Nongfu Spring has a QR code, by scanning it, consumers could not only hear children reading the poem, but also participate in the donation activities by UnionPay cloud flash payment and make a contribution to the education of left-behind children in the mountain areas. At the same time, Nongfu Spring donated to the foundation to support the development of rural children's art cultivation. Nongfu Spring chose the social topic of "left-behind children" as a cut-in point and printed the poems of these children on the bottle of drinking water, on the surface, it conveys the talents of mountain children, but it actually aims to demonstrate the emotional attitude and appeal to more people to care for and help the left-behind children with Nongfu Spring.
As a matter of fact, Nongfu Spring manages to build a bothway communication with customers with the brand attitude of companionship. For instance, Nongfu Spring 's support and accompanying for Alzheimer's patients, China's sports and China's space industry makes the brand cultural value of Nongfu Spring more mature, diversified and inclusive. This time, Nongfu Spring focused on the left-behind children group and made the public welfare marketing to a new high. At the beginning of the enterprise development, Nongfu Spring gained a place with the differentiation strategy and advertising slogans that "Nongfu Spring tastes a bit sweet" and "We are just the porter of nature". In the cross-border cooperation with other brands, Nongfu Spring knows how to communicate with young people through the product bottle, and understands the philosophy of 1 + 1 > 2 of the brand value.
The Nongfu Spring Bottle of Poetry has changed the trends of package marketing from using product as just the media to establishing emotion and value resonance between the products and customers and spreading positive energy to the society. This time, Nongfu Spring has blazed a new trail of public welfare marketing by breaking the stereotype and poking into people's hearts with humanistic feelings. The differentiated marketing ideas help Nongfu Spring take a leading position in the industry.