实例探究 > 复兴莱尔金糖浆:25 年后成功的广告活动

复兴莱尔金糖浆:25 年后成功的广告活动

适用行业
  • 包装
适用功能
  • 销售与市场营销
关于客户
泰特莱尔 (Tate & Lyle) 是莱尔黄金糖浆 (Lyle's Golden Syrup) 背后的公司,是英国知名且深受喜爱的品牌,拥有世界上最古老的未更改包装。
挑战
通过 25 年来的首次广告活动,莱尔金糖浆重新回到了消费者的心中。
解决方案
利用莱尔金糖浆的丰富传统,通过多渠道广告活动将其转变为真正的“参与品牌”。
运营影响
  • The advertising campaign was successful in revitalizing the Lyle’s Golden Syrup® brand and reintroducing it to the market. The use of various advertising channels, including TV, press, OPP, and social media, ensured a wide reach. The social media campaign, in particular, was highly effective, with the videos receiving millions of views. This not only helped to reclaim lapsed customers but also attracted a new audience. The campaign also succeeded in transforming Lyle’s Golden Syrup® into a true ‘Participation Brand’, inviting consumers to engage with the brand and its story.
数量效益
  • The campaign generated 11 million views across the 6 social videos.
  • One of the videos received 2.6 million views.

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