People can not be young forever, but there will always be young people. Targeting young people has become an eternal topic of brand marketing. As young people gradually emerge as the main force of the consumption in the market, winning the hearts of young people in marketing means winning the main consumers. To connect with young people, a brand should break the self-centered communication modality and avoid "the brand talk and the audience listen". Instead, it should take the scenarios that young people are familiar with and feel personally connected to as the communication breakthrough so that each participant can play a "leading role" in it, thus enabling a multi-tier perceptual connection with consumers through unique brand values. Nongfu spring has worked this out.

As consumption upgrading goes deeper, young people have increasingly stringent demands for health and taste when choosing drinks, so sparkling water becomes a new consumption trend. Within a year after debuting its first sparkling water product, Nongfu Spring pushes further in this sector with its second player - Soda Sparkling Water. This new launch is warmly welcomed as soon as it came into the market, with the number of consumers continuously rising and young people dominating the consumption. Currently this drink is available in three flavors, peach, orange and mojito. The product slogan of 0 sugar, 0 calorie, 0 fat and 0 potassium sorbate separates itself from other sparkling water brands to some degree.

As for taste profile, Nongfu Spring Soda Sparkling Water delivers a slightly sweet taste with dense bubbles. The sweetness of each flavor is relatively low. Refreshing and not greasy, the sweetness is "just right", which perfectly caters to the picky self pleasing needs of consumers and offers young people a more refreshing drinking experience without being too sweet and cloying. In the homogeneous sparkling water market, Nongfu Spring creates the unique taste that "slightly sweet is high-grade sweet", constructs a differentiated mind for the brand, builds up a taste barrier of sparkling water and further separates itself from other competitors.

The brand is labeled as "sugar free, stimulating and healthy", but it is yet not enough to charm young people. Aside from product efficacy, the new generation of young people look more for the value orientation behind consumption. Nongfu Spring approaches the topics such as life, social and work that young people experience in real life and displays most natural state of young people incisively, vividly, which goes deep to the bottom of their hearts. Such real details attract young people to associate with themselves in a familiar context and triggers their emotional resonance in a deeper sense with the brand.

Products stand as the solution to consumption scenarios and packaging carries product cultures, which is the shortest pathway to connect to consumers. With that in mind, Nongfu Spring makes great efforts in product packaging, inviting foreign illustrators to craft the packaging of a series of summer memories so as to cater to the aesthetic characteristics of young people. By subdividing the familiar scenarios where young people drink sparkling water, Nongfu Spring launched the interesting packages of light pink "morning dew", orange "summer noon" and fresh green "dusk getting late", corresponding to three flavors, dawn white peach, Hyūga summer orange and mojito cocktail. With the stories of scenarios that young people are familiar with, what they buy in a deeper sense is not just the sparkling water, but emotional resonance under a specific sparkling water scenario.

The competition of marketing to young people is getting increasingly fierce, while Nongfu Spring has formed a unique style of its own. From marketing the packaging of Chinese Zodiac Bottle, to creating one of the most beautiful advertising film series and telling good stories between young people and sparkling water this time, Nongfu Spring has made unremitting efforts to approach to young people. It can be predicted that Nongfu Spring may unlock more young people-oriented playing methods in the coming future.