1984 was called "the first year of modern Chinese companies". For many generations born in the 80s and 90s, Jianlibao was born in that year and accompanied them through their youth.
Unerasable memory
For Zhou Wei, born in the 1980s, there is always the shadow of Jianlibao in his childhood memories. Although more than 30 years have passed, his memories are still clear.
"When I was a child, the reward for a good test was a pot of Jianlibao." Zhou Wei recalled. At that time, I was very happy with a pot of Jianlibao. I showed off with my friends around the courtyard. When I started drinking, I hid in my room and took a sip. "Taste slowly" with a small sip, and after drinking more than half of it, I reluctantly told my sister to come and share. "At that time, the cans were all called Jianlibao cans. You can't throw them away after you drink them. My mother has to save up and go to the pot."
In the 1980s when Zhou Wei and Jianlibao were born, "sports fever" was beginning to rise. The National Sports Commission (now the State General Administration of Sports) issued a number of research projects in order to change the backwardness of sports research in China at that time, with emphasis on the research on sports drinks. Jianlibao came into being and became a sports drink containing alkaline electrolytes independently developed by the Chinese at that time, which shocked the Chinese sports world. In the following years, Jianlibao grew rapidly, becoming a banner of national brands and the feelings of a generation.
Set off the national trend again
With the rapid development of China, "Made in China" is attracting attention through the promotion of "innovation" and "characteristics". This is the arrival of the new era of domestic products, and this is a great opportunity for a group of classic brands to embrace the new era and demonstrate their new brand power.
In 35 years, the national brand Jianlibao moved in response to the times and released a brand new blockbuster "I Love Features".
The entire commercial emphasizes "features", from editing to pictures, incorporating trendy elements with strong sensory impact such as color contrast, fluorescence, and flower screens, to show the audience a young and cool side.
It is worth mentioning that, under the expression of the trend, the content displayed is more of the classic Chinese elements, such as "koi pattern", "national treasure panda", "old-fashioned TV", "ink painting" and so on. This type of classic cultural trend interpretation is in line with the "national tide" that is popular among young people today.
The faces shown in the commercials are also the energetic new generation of Chinese. Illustrators who focus on painting with paintbrushes in hand, trend dancers who dance confidently with music, and unruly young people who are full of energy to decorate the Chinese dream...this People can't help feeling that the younger generation is moving to the center of the stage and gradually gaining the right to speak. And these self-confident and passionate young people did not disappoint. The Chinese spirit is passed on to their generation, and they are creating the Chinese characteristics of the new era.
Special cultural tank locks in the sight of the new generation
In the long-term development of the brand, it is a necessary process to follow the changes of the times and cater to the young culture. Jianlibao's attempt to rejuvenate this time is imperative. In the 1980s and 1990s, Jianlibao had a high level of recognition in the hearts of the people at the time. Faced with the main consumers of the post-90s and 95s in the beverage market today, they did not fully experience the glory of Jianlibao. Jianlibao hopes that this time, it will be able to interact with this. Dialogue with the new forces of the future of the motherland, and talk freely about the Chinese culture inscribed in the bones.
Jianlibao's characteristic cultural jar will be available soon in the summer of 2019, so stay tuned.
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