Recent years have seen a fast upgrade of consumer demand and an increasing requirement for products. Correspondingly drinking water enterprises are going all in on subdividing water categories. Nongfu Spring makes its debut with the launch of natural water featuring health. After that, it puts forward slogans such as "we do not produce water. We are just porters of nature", "High quality water sources nurture healthy life" to highlight its selling point: a fresh and sweet taste as well as natural water sources, and wins an increasing number of consumers through bottle marketing and crossover marketing. Thanks to these differentiated marketing means, Nongfu Spring has gradually powered up its presence in the Red Sea market of fierce competition, and successfully implanted the concept of "natural water" into the hearts of the target audience.

Nongfu Spring once launched an advertisement of its water sources to help consumers better perceive its excellent water quality. This advertisement utilizes live action technique to record Changbai Mountain and creatures living in the forest, and display the ecological environment of the water source of Nongfu Spring. Here the animals in Changbai Mountain are smart and lovely, bringing good associations to consumers. And the advertising language that "high quality water sources nurture healthy life" fully reflects the precise advertising insight of Nongfu Spring: creatures living in the water source is the best interpretation of a good water source. The launch of this advertisement reinforces consumers’ concept that the water quality of Nongfu Spring is natural and pure.

Considering that consumers are increasingly focusing on product packaging, and to deliver on consumers’ demand, Nongfu Spring launched premium glass bottles range beyond its ordinary bottled water products, such as the annually launched Chinese Zodiac Bottle. The packaging design of the premium glass bottles took Nongfu Spring three years to find five top design houses cross the global and compare 58 drafts from more than 300 designs before making the final decision. This design integrates the ecological environment of Changbai Mountain by adopting the carving technique to depict the typical four kinds of animals, three kinds of plants and the typical climate characteristics of Changbai Mountain on the bottle body. Each pattern comes with a relevant number and text description, and each number refers to a specific story.

Nongfu Spring premium glass bottles range has won numerous international design awards for its exquisite packaging design, including the Pentawards Platinum Award that is reputed as Oscar in design world, the 17th FAB Awards, the British D&AD Wood Pencil Award of 2015, the Dieline International Packaging Design Award of 2015 as well as The Design Week Awards of 2015.

Aside from digging into the values of the product itself, Nongfu Spring is also working hard to make crossover cooperation. For instance, Nongfu Spring launched limited edition Bottle of the Imperial Palace partnered with the National Palace Museum. The poster reads "Royal we does not take dream as horse, but it is the reason why riding on the horse. For the peace and prosperity of the nation and the people, gallop in the starry night", which endows this co-brand bottle water with profound cultural heritage and makes it a big hitter with young people. At the same time, it greatly enhances the cultural value of Nongfu Spring bottle water and adds social attributes to its products.

With the wide-spreading advertising language and golden copy, Nongfu Spring has continuously implanted the brand image into the minds of the audience and build a strong position as a beverage giant. Nongfu Spring expresses the core of its products through highly concise language and artistic forms, and builds up its own brand mentality at the grand narrative level of ecological civilization. That’s one of the reasons behind Nongfu Spring’s success.