A Global Long-Seller Making a Comeback

The son said, “I am fifteen years old, and I want to learn. At thirty I will stand up. At forty I will not be deceived. At fifty, I know my destiny. At sixty, I listen with obedience. At seventy, follow the desires of your heart and do not exceed your limits.

This is a passage from “The Analects,” compiled more than 2,500 years ago, and is a statement of Confucius’ theory of the life cycle. Even today, there are many books on the theme of the Analects that appear in popular and noteworthy books as being useful for business and life. Just as human beings have life cycles, which have been considered by many people since ancient times, brands also have life cycles. Generally, the life cycle of a brand is divided into four stages: introduction, growth, maturity, and decline, and it is believed that a brand maximizes its sales/profits during the growth and maturity stages. Brands can continue to reign as long-selling brands in the market by controlling their movements within this life cycle and keeping the mature to growth stage.

One such long-selling brand is “Meiji Bulgaria Yogurt”, which was launched in 1971 as “Meiji Plain Yogurt” and changed its name to the familiar “Meiji Bulgaria Yogurt” in 1973, and for nearly 50 years has been providing the authentic Bulgarian yogurt taste Since then, for nearly 50 years, it has been the yogurt of choice for consumers as a representative of the yogurt market, offering the delicious taste of authentic Bulgarian yogurt. What is the secret of maintaining the growth and maturity of Bulgarian yogurt? It is in the fine-tuning and updating of the brand to match the changing times. Since its birth in 1971, the brand has been fine-tuning and updating its design about once every two years. Since its creation in 1971, the design has been fine-tuned and updated approximately every two years. By preserving the Bulgarian brand’s asset values, such as its blue and white colors, and updating them for a new generation, the brand has succeeded in attracting young people while retaining its uniqueness and its previous fans.

A has been supporting the health and wellness of many people in Asian countries for more than 100 years, and is a top brand in the health food market with high recognition and credibility. However, the long history of the brand had resulted in its image as an old brand for middle-aged and older consumers, and it was not gaining the support of young people in their thirties and younger as it should have. In addition, in each country where A is sold, the usage scenarios and sales channels differ depending on the culture of each country, and there are also different competitors in each country. In addition, in order to attract users of the top brand A, some of the competitors were using the same brand colors, some were using similar motifs, and the A packaging was starting to resemble the competitors’.

Braavis was asked to brand A, looking for a way to convince young people that A was the brand for them, and to renew the base design of the packaging, which would be localized to each country’s specifications.

In order to transform A, a long-selling brand, into a brand that would be chosen by a younger target audience, we conducted a survey to identify the value of A, image research, target awareness research, and brand research on beverages targeting young people in Japan and other Asian countries in which A is sold. The project started with an understanding of the different market characteristics and target preferences in each country.

A. However, the survey revealed that the brand’s image as a brand for middle-aged and older consumers, as well as its usage scenario, were bottlenecks that prevented young people from actively using the product. Therefore, in order to make it easier to incorporate “A” into their daily lives, we set up a concept and envisioned usage scenarios based on the target demographic’s behavioral awareness. In addition, we developed a hypothesis for countermeasures by extracting elements that would create a positive impression on the target audience from examples of youth-oriented brands. In addition, we analyzed competing brands and in-store surveys to determine how they stand out on the sales floor, and created the conditions for a brand that would resonate with the target audience. However, the current package still retains the sense of brand effectiveness and trust that A has built up over the years, as well as the appeal that has kept it the top brand of choice among traditional fans. By maintaining the brand’s assets, such as colors and motifs, and combining them with conditions that resonate with the target market, we created an attractive package branding that would attract new targets without losing the existing fans.
Still loved

The new A package we designed was finalized with real consumer feedback by producing prototypes and conducting consumer research. By continuously updating the brand without stopping with this renewal, it will become a strong, long-selling brand that will be loved by old and young alike even 100 years from now.