Background of the project:

　　Shine the light of milk to the International Osteoporosis Foundation (IOF) and China health promotion will start China Jiangu engineering, put forward the "milk - Sports - the sun" slogan, advocate to improve the level of consciousness of bone health by living a healthy lifestyle.

　　Milk: containing active calcium rich, is the best source of calcium, shine light Guli milk specific VC+CPP formulations, promote calcium absorption. Movement: jogging, Tai Chi, softball ball exercise on skeletal health benefits, 3 hours a week, exercise more, thigh fracture risk decreased by 6%. The sun is very important for bone health: the sun every day, the sun ultraviolet skin contact can produce vitamin D, helps bones absorb calcium.

　　Facing the challenge:

　　Functional fortified milk is a development trend of industry bullish, it is the hydrolysis of casein production. The addition of CPP in milk can also enhance the dairy products and health care effect, increase the selling points.

　　Health care milk market is a blank spot, but the current market need this kind of products. This product with high added value, low profits for the current milk, this product can bring high profit to the enterprise. Mengniu shine light is subdivided in old market high-end milk products, will be in the elderly as the main consumer groups, in order to attract their attention, must take out the real thing to.

　　The solution:

　　According to product demand, the target consumer group, psychological characteristics, we name it "light shine", meaning awaken young, reproduce healthy body and happy life. Naming and locating accurately, so that consumers in the first time to see the name can clearly recognize the function of products, and can arouse the hearts of consumers eager young mentality; put forward the "milk - Sports - the sun" slogan, to raise the level of awareness advocate bone health by living a healthy lifestyle. We propose "let the young continue to" image promotion language for its, consistent with the product features.