On October 10, as the official sponsor of the 2022 Qatar World Cup, Mengniu Group released 12 World Cup history series packages and launched a themed TVC advertising film, reviewing the classic scenes of the 12 World Cups and triggering consumers' fond memories of watching the World Cup in those years.
Milk and the World Cup entered the homes of ordinary people
In 1978, China broadcast the World Cup live for the first time. Watching the World Cup on the screen for the first time is an unforgettable memory for the vast majority of Chinese people.
That year, the voice of the narrator Song Shixiong, the long hair of Kempeth, and the pieces of paper flying in the sky at River Plate Stadium looked like paintings and read like poems. Those many images are etched in the green memories, and although the roar and enthusiasm of being in the stadium are difficult to appreciate, sitting in front of the TV and dialing the antenna, the fans can also scream for the goal with their neighbors.
Since then, with the popularity of television, more and more Chinese have been able to witness the glorious moment of the national "idol" Maradona in 1986 in front of the screen, and watch the heroic tenderness of the 1994 Beberto cradle dance...
The top international events represented by the World Cup have therefore increasingly entered the national vision. Going to bars to watch football has become a habit for young people, and while they are moving towards fashion, China is also on the road to full integration with the world, and the economic take-off has made all walks of life prosperous.
Among them, the fastest to embark on the road to progress is the nutrition represented by milk. From ancient times to the present, Chinese people have believed in the old saying that "the people take food as the sky", the long agricultural civilization has given Chinese enough food, and dairy products based on animal husbandry have also developed rapidly.
Data show that from 1978 to 1998, China's dairy products have increased at a double-digit growth rate every year, and milk production and dairy product production have generally shown a hundredfold increase. During this period, China's milk production and dairy production will reach a small peak every three years, and China's dairy industry has completed its transformation, growing from a traditional industry to a sunrise industry with stable and long-term development potential. Milk has also gradually entered the homes of ordinary people from the "luxury" counter.
Do not forget the original intention to help China's football dream
In 2002, the Chinese team's qualification in the World Cup in Korea and Japan made the Chinese people so excited that they couldn't sleep at night.
From winning all 6 games in the qualifiers to beating the strongest opponent 3-0 in the first game of the top ten, many fans may have imagined that the Chinese team broke into the World Cup, but when the country was undefeated and won the ticket to the World Cup final stage two rounds in advance, the tsunami of celebration at the moment when the dream came true still gained attention at home and abroad, which is the charm of competitive sports.
But the excitement of competition is not only due to sweating in the field. Off-field charging needs to be taken seriously, which means that if you want to shine in sports, training and nutrition cannot be left behind. When the athletes galloped on the field, Mengniu, who was worried about "one pound of milk a day, strong Chinese", also helped the Chinese people to be healthy and the country rich and strong with high-quality nutrition outside the field.
Like football, milk can bring health and happiness to people, which is the internal logic of Mengniu's long-term deep cultivation of football cooperation. At the 2018 World Cup in Russia, as the first official sponsor from the dairy industry in the history of the World Cup, Mengniu joined hands with spokesperson Messi to send out the strong voice of "natural power, born strong" to the world.
In helping China's football cause, Mengniu has always taken action. After holding hands with the World Cup in Russia, Mengniu launched the "Let's kick the ball!" The "Junior Strong" public welfare activity went deep all over the country, to the mountains and grassland basins, just to select the most suitable 88 young players, lead them into the World Cup field, and appreciate the football style. In July this year, Mengniu also became a senior partner of the China Youth Football League, and from beginning to end, Mengniu has sown the seeds of dreams for Chinese football with its unwavering figure.
At the beginning of this year, the Chinese women's football team won the Asian Cup, and as the official partner of the Chinese Football Association China Team, Mengniu immediately took out tens of millions of cash prizes sonorous roses. Money can be measured by numbers, but admiration is often difficult to estimate, and Mengniu, who pays tribute to their "naturally strong", has unwittingly become the embodiment of the spirit of hard work.
Go to the world nutrition to be stronger for every portion
In 2022, the World Cup returned to Asia, and Mengniu once again became the official partner of the Qatar World Cup, working together with two generations of football champions to prepare to fight on the green field again. The process of economic globalization has accelerated, and the mainland dairy industry has begun to sail to the sea, and Mengniu, which has opened up territory for the development of China's dairy industry, is the same as the athletes who charge on the field, and the biggest and deepest expectation is to lead the industry to the world.
Fortunately, the world has lived up to Mengniu's efforts, and just this year, China's dairy industry ushered in a historical highlight. In the 2022 Global Dairy Industry Rankings, two leading dairy companies from Inner Mongolia, China, both entered the top 7 global dairy companies, of which Mengniu shined on the world stage as the youngest leader in the top 10 global dairy industries.
On the day of the World Cup group stage draw, Mengniu announced that it would serve every consumer and every dreamer well with a new image of "world quality, born strong". Mengniu has always wanted to do and is to be the guardian of the nutrition and health of the Chinese people, and the World Cup is just a chapter in the broad route, a new paragraph, always waiting to set sail.
In the 44 years since the 12th World Cup, the motherland has become stronger and more prosperous, and the people's material and spiritual life has been continuously enriched; In the past 44 years, Chinese dairy enterprises represented by Mengniu have not forgotten the original intention of "strong Chinese people" and nourished generations of consumers; In the past 44 years, the World Cup and a glass of milk have freshened people's lives, nourished people's youth, accompanied them to dream, long, struggle, revelry, and experienced setbacks and failures together, and then inspired everyone to chase their own Hercules Cup!