巅峰旗帜用心血帮助伊利营养舒化奶缔造新品“蚂蚁变大象”奇迹
——300万的鸡肋产品，1个月后成为总裁钦点VHK产品，2个月后荣获巴拿马国际最高奖，3个月后登上博鳌亚洲论坛餐桌，4个月后成为启动奥运营销计划，至今成为最后欢迎的新奶品
Top Flag’s Tireless Efforts Makes Yili Low-lactose Nutrition Milk a “Ant-to-Elephant” Miracle
——Failed Product of 3 Million Yuan, Turn Out CEO Appointed VHK a Month Later, International Panama
项目概述 Project Description：
2006-2007年伊利集团准备推出低乳糖新奶品，但是在这之前三元也曾推出过类似产品并以失败告终，而集团内部从上至下都对此产品100%不看好，计划用300万试探市场，如果失败了就当做试验，如果成功了则捡个大便宜，趁机扩大竞争优势，拉开竞争距离。当时10多家国内外最优秀的公关广告公司参与了比稿，但是在具体提案时，大公司集体退出，4A公关公司都认为这是烫手山芋，做坏了，将危及现在和未来其他服务业务，剩下国内包括我们在内的4家公司竞争，4家公司希望联合起来策划，被客户拒绝，要求竞争比稿，只能一家胜出，经过长达2个多月，10多次修改方案的比稿，大家都麻木了的情况下，最后投票表决，以李根生率队的平均年龄28岁的团队胜出，开始了尝试性的公关合作。
2006-2007, Yili Group was planning a new product of low-lactose milk, while Sanyuan’s previous attempt of similar product had ended up a failure, whereas absolute majority within Yili Group held poor optimism and decided on a merely 3 million budget for it, already expecting an experience from it if failed. However, if it turned not that failing, it would be a great bargain which could help Yili reinforce its advantage in fierce market competition. Over 10 PR and Ad companies of the highest level home and abroad participated in competitive presentation. But when a detailed proposal was due, most of the big 4A companies quitted, believing that for this case, a failure which would damage their reputation and future development was too difficult to avoid. The only 4 companies remained in the competition wished to cooperate on a proposal, but was rejected by the client. One single company with its independent design was required. After a marathon competition of over 2 months and over 10 times of draft revisions, when everybody grew numb, a team of 28-year-old crew in average headed by Li Gensheng won the vote and started experimental collaboration.
我们为新品提出了“不一般的牛奶，不一样的爱”传播主张，制定了“爱的三部曲”推广计划，从三个不一般到三个不一样的爱，开始了“从不能到能、从好到更好，从多到更多”的新品传播节奏，通过我们系统有效、扎实缜密的工作，新品刚刚上市就取得了意想不到的空前成功，让伊利集团内定的鸡肋新品““麻雀变凤凰”。
For the new product, we designed the communication core idea of “Extraordinary Milk, Extraordinary Love”, and the promotion plan with the theme of “ Love Trilogy” from the 3 Unusuals to the 3 Extraordinary Loves, started the communication rhythm of the new product as “ From impossible to possible, from good to better, from abundant to more”. Our systematic, effective and meticulous work had produced an unexpected and unprecedented triumph right after the new product was launched, successfully directed a wonderful play of “Ugly Duckling”
新品发布后得到行业和媒体出乎意料的高度认可和肯定，第三方的信心给集团吃了定心丸，1个月后迅速被总裁钦点VHK产品，成为集团集中所有火力重磅推广的第一新品和产品；之后安排巴拿马食品大会国际公关勇夺金奖，然后主目标群公关并登上博鳌亚洲论坛的宴桌；最后制定面向大众的奥运营销战略，成为2008北京奥运会代表团指定饮奶，进行榜样性体验营销和世界性公关传播，并调集刘翔、郭晶晶、易建联等集团所有奥运明星代言，展开公关/广告/行销等整合营销传播。时至今日，伊利营养舒化奶成为最成功的新品，并占到奶类市场10%以上的份额，是目前消费者最喜爱的奶品三甲，并远远将竞品甩在身后。
Along with the unexpected with the great acknowledgement and recognition from the industry and media after the launch, was the confidence from the third party that brought relief to the Yili Group. Only one month later, Low-lactose Nutrition Milk was appointed by Yili CEO as VHK product, the most focused fist product and the most important strategic stress of the group; later, the International PR Awards was gained in Panama Food Expo, PR target group was emphasized and the honor of Boao Asia Forum’s official dinner drink was gained. Then came the Olympic marketing strategy that faced mass majority which succeeded in making the product officially appointed milk of the 2008 Beijing Olympic delegation, and thus extended its model experience marketing and international PR communication. Besides, all the Olympic stars connected to Yili Group including Liu Xiang, Guo Jingjing and Yi Jianlian, took part as spokesmen to carried on the integrated communication of PR, Ad and marketing for the product. Till today, Yili Low-lactose Nutrition Milk has been the most successful new product, taking over 10% of milk market share, ranking in the top 3 of the most favored milk products and leaving its competitors far behind.
提起伊利营养舒化奶过去，我经常会落泪；看到伊利营养舒化奶今天，我就倍感欣慰；不是因我今天不再陪伴她成长而遗憾；而是因为她曾经是我的“穷苦孩子”；我用心血和生命陪她走过了最痛苦的婴儿期——巅峰旗帜国际传播集团李根生手记。
Looking back on the history of Yili Low-lactose Nutrition Milk, tears can not always be held; today, watching how far it has gone, relief fills my heart with joy. It is not that I feel depressed for couldn’t be her growth companion today, but that she used to be my poor child, to whose most painful infancy, I have devoted all my energy.
---------Li Gensheng’ Handbook
Top Flag International Communication Group
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