JinLingGuan: A.I. Baby Expert

Infant formula milk brand JinLingGuan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Campaign details

Brand: JinLingGuanLead agency: Neo Media WorldRegion: APAC

Strategy

Objective

In China, the infant milk formula (IMF) category is dominated by international brands, with 3 international giants taking more than 70% of the market.

Local brands' performance took a big hit ten years ago amid a series of food safety crises. Over the past ten years, local brands have been recovering, but still struggle to establish strong brand positioning.

Jinglingguan (JLG), the IMF brand under dairy giant Yili, has dedicated itself to breast milk research over the last 17 years by building up its...

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