Agency: Dragon rouge
Creative Director: Juan Tan
Senior Designer: Seven Sun
Business Director: Andy Yuen
Senior Account Manager: Stefanie Zhang
Senior Account Executive: Sara Ye
Project Type: Produced
Product Launch Location: China
Packaging Contents: Probiotic, soda, water, yoghourt, fizz
Packaging Substrate / Materials: Plastic bottle
inm is a leading dairy and food manufacturer in China. Over the years, inm has been opening up to promising new territories to offer more exciting options for Chinese consumers today.
Dragon Rouge was given the incredible opportunity to create the product strategy, naming and packaging design for a new probiotic soda water which has the taste of mixed yogurt and fizzy soda.
The challenge was to get the best of both worlds – to win a larger market from both the probiotic beverage and the soda water categories. Based on our competitive market analysis and consumer insight on Gen Z, we arrived at the product strategy – a beverage that can replenish the emotional and physical energy of daily life for young generations.
The Chinese naming (Mr. Angry / 生气君) has multiple meanings: “生气” is synonymous with lively, bubbling and angry; while “君” has the same pronunciation with the word “bacteria” which indicates it’s a probiotic drink.
“I am what I drink. It can refresh me and boost me up and also shout out loud my attitude.” The messaging tells the essence of the product and generates traction with the younger generation. What is fascinating about the design is that it not only builds up a strong connection but also shows the pioneering spirit of this Chinese brand which breaks new ground and not just sticks to the rules.
inm Mr. Angry was launched in the China market July 2021.
Through the angry emoji and the headband, the packaging resonates with the post-2000s generation in China who is full of energy and willing to show their true emotions.