Product source
1983 Sanshui County (now Sanshui District) Winery, Guangdong Sports Science Research Institute, Guangdong Sports Medical College, Guangzhou Food Industry Research Institute and other units, on the basis of Professor Ouyang Xiao's argument that "oxygen inhalation combined with oral alkaline electrolyte drinks can eliminate exercise fatigue", developed a drink that can make athletes recover quickly and ordinary people can drink it. Under the auspices of Ouyang Xiao, an orange-yellow drink was developed, which has a difficult name-"sports drink to promote excessive recovery of mixture". In fact, it is a kind of beverage containing alkaline electrolyte, which has the advantages of maintaining the balance of electrolyte, water and acid-base in human body and eliminating exercise fatigue. Li Jingwei, the director of Sanshui Winery at that time, thought hard and came up with a new name-"Jianlibao", which sounded catchy and contained the health care significance of "health and vitality". Li Jingwei also persuaded Pepsi-Cola Company in Shenzhen to produce Jianlibao by OEM with cans and cans production lines. At that time, Jianlibao was the only canned beverage in China, and its brand image was naturally related to sports, with impeccable taste, color and quality. 1June 26th, 984, Jianlibao orange honey beverage passed the professional technical appraisal, which filled the gap in the field of electrolyte sports drinks in China.
The Origin of "China Shenshui"
1In August, 984, the Los Angeles Olympic Games opened. It was the largest Olympic Games in history at that time, and it was also the first time that it was organized by non-governmental organizations and made a profit. The China Olympic delegation achieved a "zero breakthrough" in the gold medal with Xu Haifeng's shooting at this Games, and finally won 15 gold medal, ranking fourth after the United States, Romania and the Federal Republic of Germany. The success of the Olympic Games has greatly aroused the enthusiasm and national pride of the whole people, and Jianlibao, as the first choice drink for the China Olympic delegation, has also attracted unimaginable attention.
In the women's volleyball final on August 7th, China women's volleyball girls, who have become national heroes, defeated the host team, the United States, in straight sets, achieving the great cause of "three consecutive championships", which was once a national boiling event. On the Tokyo News of 1 1, reporter You He published a lace press release "How to attack quickly by" divine water "? He was curious to find that China women's volleyball players drank a drink they had never seen before during the competition-in fact, Jianlibao had almost no sales in the domestic market except for the China Olympic delegation at that time-so he guessed that "China athletes won 15 Olympic gold medals, probably because they drank some new sports drink with magical effects-Jianlibao". Obviously, this is a handwritten press release without any interview and verification. The great improvement of China athletes' performance has caused a lot of speculation in the world, which is nothing more than friendly speculation. Unexpectedly, the reporter of Yangcheng Evening News interviewed by the group saw this news, and he rewritten it as "Shenshui is popular in China and LA". The news of "export to domestic sales" was published in the evening paper and quickly reprinted widely. "China Shenshui" and "Oriental Witch" (nicknames for China women's volleyball team) complement each other, adding a mysterious pride to the already boiling Olympic fever, which really fits the psychological satisfaction of an oriental nation who has just returned to the international stage. Since then, Jianlibao has been known to the world overnight.
brand introduction
Jianlibao was born in 1984, which contains the health care meaning of "health and vitality". 1984 became an instant hit after the Los Angeles Olympic Games, and it was known as "the divine water of China". As the first drink with alkaline electrolyte in China, Jianlibao took the lead in introducing the concept of sports drink to Chinese people. For more than 20 years, Jianlibao has actively repaid the society, promoted national progress, and shouldered the heavy responsibility of national brand. Being attached to sports and sponsoring sports events is a concentrated expression of Jianlibao's characteristics as a sports drink. At the end of 2008, Jianlibao became the designated sports drink of Guangzhou 20 10 Asian Games. Jianlibao will grasp the pulse of the market, carry out a series of sports marketing with the help of the Asian Games, and build a well-known brand of sports drinks in an all-round way.
Brand trademark
Dr. Chen Xinjin, who is in charge of product development, volunteered to design the trademark and asked his brother who loves calligraphy to write the word "Jianlibao" on a piece of propaganda paper. Li Jingwei, director of Sanshui Winery, also asked the county advertising company to design a trademark graphic combining China calligraphy and English letters. The birth of this new trademark is a rock-breaking event in the commodity tide of 1984: the tip of "J" is like a sphere, which is a symbol of ball games, and the lower part is composed of three curves side by side, like three runways, which is a symbol of track and field sports. Generally speaking, the shape of the word is like a gymnast or diver bending over to tuck in his abdomen. The whole trademark embodies the blood relationship between Jianlibao and sports. It stood out among the time-honored brands and similar China commodity trademarks.
Classic advertising language
If you want to be healthy, please drink Jianlibao.
Exercise is-Jianlibao
Jianlibao-Let the world taste the taste of China.
Mastering Extraordinary Power anytime, anywhere-Jianlibao
Jianlibao-I exercise, so I am healthy.
Jianlibao has motivation every day and motivation every year.
It's more exciting to move
Stimulate heart strength-Jianlibao
Every year, Jianlibao is blessed with good health.
During the Spring Festival, Jiuzhou shared Jianlibao.
I am active, and the people drink Jianlibao.
Jianlibao's new clothes compete for gold and silver in the Asian Games.
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