Developed by Danone for the Chinese market, Mizone quickly became the market leader in the vitamin drink category. Having enjoyed the fruits of its market leader position, the brand has now come under threat from strong local and international competitors fighting for market share.
Findings shows that Mizone was confined by a “sports drink” perception, limiting its relevance to life beyond sport. This became critical especially with the spread of the pandemic when sporting activities were limited; subsequently limiting consumption occasions for Mizone.
To revive the business, we had to broaden the consumption occasions to reach Gen-Z beyond sport. Our Gen-Z audience is assertive to their own choice and ambitious for success. A communication strategy was developed to illustrate how Mizone empowers consumers to continuously improve themselves to the drum of their own beat: their own pulse.
My Pulse, My Call. An empowering statement to listen to and act upon your pulse. To move forward, day by day, and to go create, explore and succeed at the pace of your own pulse. We activated this bold new slogan with the social statement “这是我的脉动 ING” (This is my pulse). Inviting consumers to share what makes them pulse.
Based on our Gen-Z insights, we selected key tribes for Mizone to focus on; travel & photography, gaming and fashion. We selected influencers from each tribe to share their pulse, and inspire their fan base.
In our stories, Mizone is portrayed and consumed as an on-the-go beverage, that keeps our influencers pulsating on their own path. The campaign was launched fit-for-purpose on Douyin, Bilibili, RED, Weibo and WeChat and saw high engagement rates across each platform.
For our travel & photography tribe leader - ItsRae, we see her pulse for experiencing the warmth of the world; through the journey of discovering small wonders in the ordinary and embracing endless possibilities of the world.
For our fashion tribe leader - Zhangchi, we see him pulse for redefining fashion; by remixing modern and tradition, and blending eastern and western cultures.
For our gaming tribe leader - Mingkai, our story illustrates his personal experience where we see him pulse for conquering challenges despite the odds being against him.