#华与华每周新_f2005f
#华与华每周新作#栏目是华与华公众号，用来抢鲜发布华与华可以揭秘的近期新作，让大家先睹为快。
本期为你分享的是“雪海梅乡超级符号、品牌谚语及产品开发创意”。
注：本期内容为你准备了中英双语版内容，下翻即可查看英文版内容。
雪海梅乡品牌隶属于开心猫食品公司，源于1989年，是一个专注于健康水果零食制品的企业，深耕蜜饯果干行业三十余年，是中国烘烤食品糖制品行业（蜜饯）十强企业、蜜饯果干行业全国领导品牌之一。
▲雪海梅乡部分产品（华与华前）
2022年，开心猫旗下的零食品牌：沙发猫，率先与华与华达成品牌战略合作，为沙发猫品牌定型，创意超级符号“沙发猫”、提出品牌谚语“沙发猫零食，越吃越好吃”，及一系列产品开发。
2023年2月，继沙发猫之后，华与华继续与雪海梅乡品牌达成战略合作，为雪海梅乡重新构建品牌三角形，为雪海梅乡品牌定型。
#华与华新作#
雪海梅乡超级符号
发挥品牌戏剧性，超级符号让蜜饯再火2000年！
创意超级符号，就是要找到文化母体，“雪海梅乡”的品牌名来源于宋代诗人宋荦的一句诗“十里梅花香雪海”，而“梅花结果制蜜饯“是延续2000余年的文化母体，因此，选择梅花作为雪海梅乡超级符号的文化母体进行私有化改造。
超级符号是文化母体“1+1”的再创造，对于食品行业来说，品牌需要释放“好吃、美味、食欲感强”的情绪价值。我们选择一个舔舌头的小女孩结合文化母体梅花，创意了雪海梅乡的超级符号：“小梅女”。
#华与华新作#
雪海梅乡品牌谚语
创意品牌谚语，构建话语体系，事业定心！
项目组在调研中发现，蜜饯从古自今作为国礼进贡，迄今已有2000多年的历史。无论是过去、现在，还是未来，蜜饯一直都是一个大品牌、大事业。雪海梅乡坚持30余年始终坚持原产地鲜果直供、当天采摘当天加工，在蜜饯行业中是非常难能可贵的。
因此，我们首先要通过一个词打消大众对蜜饯的疑虑，让雪海梅乡事业定心，建立品牌的身份定位：雪海梅乡·鲜果蜜饯！
建立新品类，赢得解释权。用新鲜水果做的蜜饯，瞬间唤醒消费者对“新鲜水果”的潜意识，一键切换母体，寄生大众对“鲜果”母体的认知寄生于传统蜜饯之上。
我们进一步将品牌的身份定位与品牌谚语进一步结合，找到了“坚持…做”这样一个超级词根，建立强有力的、掷地有声的超级断言，创意全新的品牌谚语：雪海梅乡，坚持鲜果做蜜饯！突出鲜果价值，降低消费者选择成本，加速购买决策。
#华与华新作#
雪海梅乡拳头产品开发
产品包装是快消品营销的战略重心和决胜点，每一次的包装设计都是对产品的再开发。华与华通过创意购买理由、设计消费者的阅读顺序，以提升雪海梅乡货架优势及销售转化率为目标，重新开发了“西梅”“杨梅”两大系列拳头产品。
开发拳头产品：多吃西梅
购买理由是一种心理上的打动机制，而不是说服机制，因此我们需要通过创意产品的命名和购买理由，与消费者“对暗号”，打动消费者购买。
项目组在调研中发现，西梅作为近些年兴起的水果，含有高膳食纤维、抗氧化物等微量元素。而对于国内的大部分消费者来说，却存在“不知道西梅是什么”、“不知道西梅的口感”、“不了解西梅功效”三大问题。
因此，产品即命名，命名即召唤，我们创意“多吃西梅”的产品命名，给消费者下达购买指令，并且我们发现，有营养科学专家研究建议：成年人每日建议食用5~6颗西梅干。
因此，我们转换为一句给消费者的购买指南，提出“西梅好处多，每天吃6颗”！即是产品的购买理由，也是产品的购买指令，达到1+1>2的“播传”效果。
开发拳头产品：爱吃杨梅
杨梅作为中国大众都熟悉的传统蜜饯大单品，大众对杨梅的喜爱从古延续至今。因此，在重新开发杨梅系列时，我们也是从产品命名的起手式开始，将中国消费者从小喜爱吃杨梅的情绪，赋予到产品命名当中，创意“爱吃杨梅”的产品命名，并且给到一句购买指令“吃了还想吃”，赋予产品情绪价值，从心理上打动消费者购买，促销产品复购。
所有事都是一件事！项目启动10个月以来，雪海梅乡从品牌谚语、超级符号到产品包装，一次成型，一次做对！并将雪梅、果干、葡萄干、果蔬脆等系列产品持续进行产品再开发，不断积累品牌资产，赋予品牌全新的生命力！
▲雪海梅乡雪梅系列
▲雪海梅乡葡萄干系列
▲雪海梅乡蔬果脆系列
雪海梅乡全新包装已在各大商超、电商陆续上市，欢迎大家点击图片购买！
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English version
"Xue Hai Mei Xiang" brand is affiliated with the "Kai Xin Mao" Company. It originated in 1989 and is an enterprise that focuses on healthy fruit snack products. It has been deeply involved in the preserved fruit and dried fruit industry for more than 30 years. It is one of the top ten enterprises in the Chinese baking and confectionery industry (preserved fruit) and one of the leading national brands in the preserved fruit and dried fruit industry.
▲"Xue Hai Mei Xiang" past partial products
In 2022, the snack brand "Sha Fa Mao" under "Kai Xin Mao" took the lead in establishing a brand strategic cooperation with Hua and Hua. The Super Sign "Sha Fa Mao" was launched, along with the Brand Proverb "Sha Fa Mao snacks, the more I eat, the more delicious it becomes. " and a series of product development.
In February 2023, following the collaboration with "Sha Fa Mao", Hua and Hua continued the strategic partnership with the brand "Xue Hai Mei Xiang" to rebuild its Brand Triangle and establish the brand identity of "Xue Hai Mei Xiang".
Exploit the brand drama, the Super Sign make preserved fruit popular again for 2000 years!
Creative the Super Sign, it is about finding the cultural matrix. The brand name "Xue Hai Mei Xiang" originates from a line of poetry by the Song Dynasty poet Song Luo: "The fragrance of plum blossoms for ten miles in the snowy sea." And "After blooming, the plum flower bears fruit. Then the fruit can be made into preserves." is a cultural matrix that has been passed down for over 2000 years. Therefore, choosing plum blossoms as the cultural matrix for the privatization transformation of Xue Hai Mei Xiang's Super Sign.
Super symbol is the re-creation of the cultural matrix "1+1". For the food industry, brands need to convey the emotional value of "tasty, delicious, and strong appetite". We chose a little girl licking her tongue and combined it with the cultural matrix of plum blossom to create the Super Sign of "Little Plum Girl" for "Xue Hai Mei Xiang".
Creative Brand Proverb, build the discourse system, let the career settel!
The Hua and Hua project team found in the research that preserved fruits, as a national gift, have a history of over 2000 years. Whether it's the past, present, or future, preserved fruits have always been a big brand and a major industry. "Xue Hai Mei Xiang" has been insisting on using fresh fruits from the original place of origin for more than 30 years, and processing them on the same day of harvest, which is very commendable in the preserved fruits industry.
Therefore, first of all, we need to dispel the public's doubts about preserved fruit through a word, reassure the "Xue Hai Mei Xiang" business, and establish the brand identity: "Xue Hai Mei Xiang", Fresh Fruit Preserves!
Establish a new category and win the right to interpret. Preserves made from fresh fruits instantly awaken consumers' subconsciousness of "fresh fruits," switching the host with a single click, and parasitizing the public's cognition of "fresh fruits" on top of traditional preserves.
We further combined the brand's identity positioning with the brand slogan and found the powerful and impactful superlative phrase "坚持...做" (persist in doing). We created a creative and brand new brand slogan: "雪海梅乡，坚持鲜果做蜜饯!" (Xue Hai Mei Xiang, persist in using fresh fruits to make preserves.) This highlights the value of fresh fruits, reduces consumer decision-making costs, and accelerates purchase decisions.
"Xue Hai Mei Xiang" Product Development.
Product packaging is the strategic focus and key success factor in fast-moving consumer goods marketing. Every packaging design is a re-development of the product. Hua & Hua, aiming to enhance the Xue Hai Mei Xiang's shelf advantage and sales conversion rate, has redeveloped the "Dried Prunes" and "Dried Waxberries" two major series flagship products by creating creative purchase reasons and designing the reading order for consumers.
Fit Product Development "Eat more Dried Prunes"
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The reason for purchase is a psychological mechanism of emotional appeal, rather than a persuasion mechanism. Therefore, we need to "give signals" to consumers through creative product names and reasons for purchase, in order to emotionally appeal to them and drive their purchase.
The project team found in the research that as a fruit that has become popular in China in recent years, prunes contain high dietary fiber, antioxidants, and other trace elements. However, for most domestic consumers, there are three major issues: "not knowing what prunes are", "not knowing the taste of prunes", and "not understanding the benefits of prunes".
Therefore, the product is named, and naming is summoning. We creatively named our product "Eat More Plums" to give consumers a purchase command. And we have found that nutrition scientists recommend that adults should consume 5-6 dried plums per day.
Hua and hua transform it into a buying guide for consumers, proposing "Dried Prunes have many benefits, eat 6 a day!" It serves as both a reason to purchase the product and a purchasing instruction, achieving the "word-of-mouth" effect of 1+1>2.
Fit Product Development "Love Eating Dried Waxberry".
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As a traditional popular preserved fruit in China, waxberry has been loved by the public since ancient times. Therefore, when redeveloping the dried waxberries series, we start with the product naming, incorporating the emotions of Chinese consumers who have loved eating waxberry since childhood. We creatively name the product "Love Eating Dried Waxberry" and give a purchasing instruction of "Once you eat it, you'll want to eat more", endowing the product with emotional value to psychologically persuade consumers to make a purchase and promote repeat purchases.
All things are one thing! Since the start of the project 10 months ago, "Xue Hai Mei Xiang" has done everything right from the Brand Proverb, the Super Sign and the products packaging! And it continues to carry out product redevelopment for series products such as Snow Plum, Dried Fruits, Raisins, and Fruit & Vegetable Crisps, constantly accumulating brand assets and giving the brand a new vitality!
The new packaging of "Xue Hai Mei Xiang" has been gradually launched in major supermarkets and e-commerce platforms. Everyone is welcome to click on the image to make a purchase!
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