The goals were clear:
✅ Launch new, appealing products
✅ Differentiate on shelf with unique packaging
✅ Reinforce their brand through sustainability and innovation
✅ Drive strong growth in a competitive segment
That’s where Ecolean came in.
A package designed to do more with less
Ecolean introduced the EL6 aseptic filling line and Ecolean® Air Aseptic 200 – a packaging solution that helped Mengniu break away from the crowd.
🔹 Microwaveable – convenient for winter use
🔹 Large print surface – for bold brand expression
🔹 Flexible format – ideal for single or multi-pack offerings
In a market dominated by carton packaging, Ecolean provided clear differentiation – combining form, function and sustainability.
Marketing that reached the next generation
Mengniu supported the launch with a powerful campaign:
📌 School roadshows to build early brand loyalty
📌 Six new flavors, including blueberry and coconut
📌 Olympic sponsorship integration for national visibility
Ecolean’s packaging – with up to 34% less plastic and low carbon impact – also supported Mengniu’s “Green Pack” initiative, strengthening their position as an innovative, sustainability-driven brand.
Mengniu Olympics marketing campaign
The result?
Beyond building a distinct brand identity and reaching a new generation of loyal customers, Mengniu saw exceptional results. Over the course of three years, their flavored milk sales increased tenfold – a remarkable outcome, and a testament to the impact of innovative packaging and a bold growth strategy.
In short: ECOLEAN ♥ MENGNIU
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Target the young consumer, catering to their needs:
Good Taste and Rich Nutrition - Chilled distribution in Ecolean® Air 200 ml
- Ambient distribution in Ecolean® Air Aseptic 125 and 200 ml
- Products categories include: Flavoured milk and yoghurt
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