Mengniu Sings the Song of Red East in Lunar New Year of Tiger

Lunar New Year of Tiger (2010) is approaching, in the supermarkets, Mengniu's red Chinese New Year celebration pack of milk ---"Lucky Golden Tiger" brings a thick festival atmosphere to the Chinese people. The printing package of red cloth tiger is perky and cute, and white underlay with red paper-cut design package is full of nation features, which brings the exciting purchase climax.
This is already the second time that Mengniu's package has involved the red color. In September 2009, Mengniu changed the package into red color for the first time to celebrate the 60th anniversary of the founding of China. The distinctive Chinese red is the imprint of China's 60 years' history memory from 1949 to 2009, and the warm praise of China's 60 years' achievements. The bold and innovative design stimulated consumers' great interests of purchasing, and got their high praise.
From the red package of 60 anniversary of China's founding to the Lunar New Year of Tiger's red color, why Mengniu chose the red color package twice? We can find the answer in the interview of Mengniu's director of relevant department. The red color means being joyful and auspicious, Chinese people like using red lanterns, fireworks to render Chinese New Year festivity and harmony, expressing good wishes for New Year by spring festival couplets, paintings, and paper cutting. Based on this, Mengniu hope that, through the red packaging which combine with the traditional folk designs, they can send good luck to the consumers and good wish for the new life in a new year. Especially, on the Spring Festival red package, there is a little tiger with a character (oxen) on his forehead, which expresses the sincere blessing for the consumers.
The industry experts said that Mengniu stood in the position of consumers to provide milk products with more cultural connotation and humanistic care. This marketing strategy won the consumers' hearts, which got out of the stereotypes of traditional marketing. When many people bought milk for themselves and friends on the Spring Festival, they would feel different if people bought the milk with the red festive Lucky Golden Tiger on the package. Watching the glowing red packaging, besides feeling pleased, the consumers could express better wishes for their friends.
Since Mengniu was born in 1999 on the grassland, she has impressed the consumers by the green and healthy brand image with the green ecological grassland, and the natural pure milk, However, From Mengiu's red spring festival package with the Lucky Golden Tiger , it's believed that, besides the original impression, consumers would clearly remember the festive and auspicious feeling from Mengniu. Meanwhile, Mengniu's unique "Niu Luck (Chinese phonetics meaning good luck )" culture will certainly enjoy popular supports from the consumers.