Chunyue is a packaged drinking water and flavored drinks brand under the Coca-Cola Company. According to the latest data, bottled water is the largest commercial beverage category by volume, estimated to pass the 300 billion mark by 2025. The market potential has attracted many existing and emerging brands such as Genki Forest to enter the competition. In today's fierce bottled water market, Chunyue is eager to clearly differentiate itself from its rivals. 

In response to Chunyue’s demand for brand differentiation, Labbrand Group's creative consultancy MADJOR and the Labbrand design team worked together to help Chunyue launch the "City Walk" creative communication campaign linked to 29 Chinese cities, refreshing Chunyue’s packaging design (nicknamed “走走瓶 The Walkie Bottle”) and activating an online exploration for the selected cities. 

The interactive campaign aims to encourage everyone to step out of their homes to rediscover their cities’ unique beauty, which even brings an engaging digital experience to bottled water consumers with low brand loyalty and ensures Chunyue's brand personality shines through in the marketplace.

You might have noticed that the Chunyue bottled water purchased in different cities now features the iconic landmark from the respective cities on the packaging with a QR code to join in the online city tour. From MADJOR’s past brand communication projects we have learned that a well-developed emotional bond works wonders for consumer affection and brand memory. Localized narratives can be a strong device for building an emotional connection, for every city has its unique trait that resonates and reminds us why we love it. Urban cultures spawn rich stories, which speak to the heart of the consumers and often hold the key to brand differentiation.

The keyword here is  "water". From there MADJOR branched out to explore the emotional bonds linked to the water of Chunyue. Looking back, everything that we use to take for granted in our city seems more precious than ever under the current pandemic. Now that covid is slowly getting under control in China, we finally can walk around and explore the beauty of our city again. City, people, and water, the intimate relationship between the three is where the story begins.

MADJOR always makes sure the delivered experience is true to the brand's essence. Staying true to Chunyue’s pursuit of being a “diamond-pure” drinking water brand, we found a way to unfold the local stories for Chunyue and connect to its key messaging. Have you ever thought about how many roads you have walked with a bottle of water in your hand? As a daily essential, Chunyue accompanies you through every step of your daily journey and encourages you to rediscover the forgotten beauty of the city together. Those city corners are just like a bottle of Chunyue – so essential that you rarely notice, but every drop of it is pure joy.

With city, people, and water in mind, MADJOR helps Chunyue in launching the creative communication campaign "City Walk" to offer a unique experience for consumers to explore different cities online and strengthen their memories of Chunyue. Our team leveraged ethnocultural research to decode the qualities of 29 Chinese cities including Beijing, Shanghai, Guangzhou and Haikou, identifying the distinct essence & elements of each city and integrating them into the Chunyue bottle packaging design. From "flavorsome" of Guangzhou to "welcoming" of Shanghai and from the authentic culture of Beijing's hutongs to the daily food of individual cities, we bring to life the vibe of 29 cities through an interactive H5 campaign, accessed by scanning the QR code on the packaging of Chunyue. In addition, the "City Walk" campaign also built awareness through different touch points such as digital ads, outdoor ads and urban cycling activities.

Since the launch of Chunyue’s creative communication campaign, the new packaging design featuring “City Walk” has been very well received in various cities, and the online city tour has also garnered enthusiasm from consumers. The city walk campaign is still underway. In 2023, we will continue to join hands with Chunyue to explore more cities with consumers. Stay tuned!