Yomilk’s transformation to conquer Gen Z
Vinamilk launched the Yomilk drinking yoghurt line with a new and youthful image to meet the needs of Generation Z, take care of their health and enjoy a unique taste.
Born between the mid-1990s and late 2010s, Generation Z, the future owners of the social economy, is a segment that is increasingly being explored and served by investment brands. This is a generation connected to the development of the digital, as well as a generation that is more committed to learning and whose parents are learning more than previous generations. All of this influences Gen Z personality traits, habits and lifestyle preferences.
The Reward Network, a program promoting the restaurant industry in the US, has listed some food preferences of Generation Z: They are more health conscious than previous generations, they like familiar dishes, but they like . Get creative, get inspiration from your friends’ comments. media and social networks. This generation loves experiences with friends, but also likes to express their personality by choosing a specific product. More importantly, Gen Z’s tastes sometimes influence the choices of older generations: their siblings and parents.
Aiming to satisfy the tastes of Generation Z, Vinamilk has renewed its image and style according to “We Z” for the Yomilk Drink Yomilk line, a drink that many young people have described as “tasty and refreshing”.
A yogurt drink with a natural fruit flavor, Yomilk is available in 4 flavors: orange, strawberry, red pomegranate and aloe vera. Rich in vitamins A, B3, D3, E and fiber, Yomilk meets Generation Z criteria for choosing products rich in healthy ingredients. Additionally, the product’s crunchy and chewy jellies cater to the demand for this generation of beverage filling. .
In addition, Yomik also revamped the packaging image to make it look more youth-friendly. The 170ml paper box and 150ml plastic bottle remain the same, but the new design has fresh colors that “make an eye-catching, bright and dynamic impression,” said high school student Thuy Trang. Ngo Quyen, District 7, Ho Chi Minh City.
“We often meet up during lunch breaks or when preparing after-school tutoring. The sweet and sour taste of Yomilk combined with the crunchy, chewy jelly really helps boost our morale. Refreshes and generates fresh energy,” the group shared of Trang. Friends.
“Gen Z has many dreams, many passions that they love to explore, especially being themselves. Sometimes dressing isn’t like the other. Sometimes interests are different. And a tasty and refreshing drink brings it. The spirit of excitement of connecting with friends. The pleasant experience is the choice of many in Gen Z,” said Thanh Thao, a 12th grade student from Ho Chi Minh City. Thao and his friends often prioritize drinks that offer many experiences to enjoy, such as: B. Drinking, chewing, chatting and connecting with friends.
“We positioned Yomilk as the new Gen Z icon when it comes to expressing their spirit: Gen Z is good at everything, they like everything…” shared the brand representative.
Along with the launch of the new Yomilk products, Vinamilk also launched a TVC to encourage Gen Z to freely express their tastes from any angle as long as they have a pleasant and fun time with friends.