For a long time, people's deepest impression on Nongfu Spring is nothing more than the slogans such as "Nongfu Spring tastes a bit sweet" and "We do not produce water. We are just porter of nature". Nongfu Spring is an expert in building emotional connection through advertising slogans. But apart from that, it’s also committed to innovation so as to bring new products and new packaging designs to consumers.
On August 17, 2015, Wu Xie went deep into the Changbai Mountain to bring Zhang Qiling home. So, the date stands for a big day for many “Rices”, namely The lost Tomb fans. Wu Xie and Zhang Qiling are two characters from the series of The Lost Tomb, which is a novel series first published on the Internet. Reputed as the masterpiece of Chinese publishing industry these years, The Lost Tomb has published 8 series with 9 books so far and long held the number one spot of major domestic book sales lists. It enjoys a large number of fans, who call themselves "Rices". Nongfu Spring had an insight into the complex of these fans and released a new version of natural mineral water with sports caps in collaboration with The Lost Tomb in the same year. The water source of this product also comes from Changbai Mountain, where the water is clear and sweet, containing potassium, calcium, sodium, magnesium, metasilicic acid and other minerals of human body needs.
Nongfu Spring has collaborated with The Lost Tomb in launching customized natural mineral water with sports caps for three consecutive years. As Reaction, the popular TV series adapted from The Lost Tomb, was launched in 2020, Nongfu Spring released a new version of natural mineral water for “Rices” in collaboration with Reaction. This version of natural mineral water has 8 different types. The bottle body is based on the beautiful illustrations of Changbai Mountain in spring, summer, autumn and winter. Four types are drawn from the Gift of Changbai Mountain - concept bottle in collaboration with The Lost Tomb Fans’ Festival, and the other four are in collaboration with Reaction. This is not the first time for Nongfu Spring to play with co-branding.
Nongfu Spring discovered the value of the unique and well-received comments section of Netease Cloud Music App. In 2017, Nongfu Spring launched a limited edition of Music Review Bottle, selecting 30 user comments and printing them on the bottle body of 400 million Nongfu Spring. It endowed each bottle of drinking water with a melody and a story, making the event marketing widely spread. After that, Nongfu Spring released nine limited editions of Bottle of the Imperial Palace in collation with Cultural Service Center of the Imperial Palace. The bottle body was printed with the portraits of emperor Kangxi, emperor Qianlong and emperor Yongzheng as well as their concubines corresponding to the historical background of their own.
In 2020, Nongfu Spring launched more than 100 million bottles of customized Bottle of Poetry, printing poems of children in the mountain areas on the bottle body with the aim to make more people appreciate the talents of these children and give attention to liberal education of left behind children in rural areas.
It is with such marketing creativity that Nongfu Spring attracts young people to join in these hot topics, and the connotation of the hot topics also brings new brand value to Nongfu Spring. For consumers, Nongfu Spring is no longer just a bottle of water, but a "friend" full of stories and historical competence.