For a long time, what impressed people most about Nongfu Spring are those classic slogans, such as "Nongfu Spring tastes a bit sweet" and "we do not produce water. We’re just porter of nature". Nongfu Spring is good at building a connection with customers by commercial slogans, and the creative ideas are the key to its successful advertisements.
At the sight of hundreds of millions of audiences, Nongfu Spring came up in CCTV studio in the 1998 World Cup and the slogan of "Nongfu Spring tastes a bit sweet" was quickly rolled out across the country, Nongfu Spring started to build its reputation and took a seat in the drinking water market. As it served urbanites’ desire for nature, and with Nongfu Spring’s brand effect and marketing channels, the slogan "Nongfu Spring tastes a bit sweet" becomes famous all over the country in just two years. In 2000, the founder of Nongfu Spring, Mr. Zhong Shanshan was awarded the title of "China's Top Ten Economic Figures", and Nongfu Spring was honored with "Partner of the Chinese Olympic Committee", finally becoming the designated drinking water of the 2008 Olympic Games.
In the same year, Nongfu Spring put forward the slogan "we do not produce water. We are just porter of nature" with an aim to reinforce the natural water concept. It officially announced that it would stop producing purified water and only produce natural water. By this mean, Nongfu Spring made the brand positioning more specific and reinforced the "natural water" philosophy.
In 2008, Nongfu Spring integrated people's healthy life concept into its natural water philosophy and went further in developing the healthy concept in the following years. "Every drop of water has its source" and "what kind of water source breeds what kind of life" are two slogans of Nongfu Spring put forward in recent years. The slogan speaks of the high-quality water sources, and displays the environments of the water sources incisively and vividly by short videos so as to arouse the audience's resonance.
Apart from those creativities in commercial slogan, Nongfu Spring also used subway advertisements to publicize its creative ideas and even entered into crossover marketing with Netease Cloud Music. In some ways, crossover marketing is a kind of resource exchange, by which the brand image is enhanced in the form of cooperation, it is also a form of creative advertising besides slogans. For instance, in August this year, Nongfu Spring cooperated with China UnionPay and launched the "Poetry Bottle". It printed the poems of children in the mountain areas on the label of drinking natural water, with the sales volume topping more than 100 million. In this way, Nongfu Spring spread these intelligent poems of the children in the mountain areas to a wilder scope so that more people get to know and appreciate their talents. And people can donate money through UnionPay cloud flash payment. Buy a poem on the POS machine for one yuan, and all the money goes to mountain villages for the improvement of the children's education environment. For Nongfu Spring, the activity is not only a kind of creativity, but also an embodiment of its dedication to public welfare. Meanwhile, it attracts the target users and wins plaudits of people. And ultimately, it transforms into sales volume and consolidates its position in the domestic bottled water market.
At the same time, it is not difficult to see that Nongfu Spring has double its efforts in brand design and product packaging in recent years, and all these pay off handsomely. The combination of brand and product with creative ideas reflects the core competitiveness. Nongfu Spring has created its unique brand and product image, and spreads the impression on more people with its brand stories, advertising slogans, red caps, exquisite visual designs and magnificent TVCs.
At the moment, few domestic enterprises like Nongfu Spring that attaches importance to develop the brand by creation advertising, but it stands for a major trend of the market. It is expected that in the future, Nongfu Spring will be recognized by more people, have a wider significance and step into the global market.