Splendid digital fight between JDB and GPC
One of the most memorable events in China marketing is the fight between JDB and Wong Lo Kat. And in the end of the Chinese of Dragon, there comes the climax.
JDB (Jia Duo Bao) and GPC (Guangzhou Pharmaceuticals Corporation) are famous beverage producers in China. The digital war between them started from the GPC’s acquirement of the brand Wong Lo Kat from JDB.
From 2002 to 2012, JDB made Wong Lo Kat, a 185 years old brand of traditional herbal tea, a nationwide famous brand. The brand becomes so famous that it has even taken the first place in the market, ahead of Coke Cola.
To cut the relation between the brand and its previous owner JDB, GPC leveled an accusation against JDB on inappropriate slogan. And the court ruled that JDB lost which means it has to stop or change or its ads.
Do you know what tools JDB take to fight back? DIGITAL MARKETING!
They made a comic strip and publish on their Weibo to gain sympathy from their customers.
we are too stupid
so it takes 17 years to make Chinese herbal tea a unique brand like Coke cola
we are too selfish
so we are the best seller in China for 6 years, but don’t help our competitors construct factories, improve distribution, grow rapidly
we are too weak
so we only know how to sell herbal tea, but not deal with a lawsuit
we are grassroots
so we are only a private company (state-run companies are )
And their post goes viral and gets more than 40 000 shares including some key opinion leaders like @youku, the official account of Youku (China Youtube) and @言小夫, one of the top bloggers.
However, GPC doesn’t seem to be happy to see their competitor winning sympathy and also made a comic strip to fight back.
we want to win
so we sell herbal tea well and don’t let lawsuit lose
we are excellent
but we never want to be depandent
we are embarrassed
so we spend 17 years to understand it takes effort to manage a brand from our ancestors
we are too generous
so we don’t intervene with daily management, distribution establishment, but make silent contribution
If the story ends here, it will just be a good case for online social media in China. What makes it remarkable is the participation of the normal Weibo users. They also create a their answers and also make joke on other topics.
none of my business
I don’t have to drink…
what the heck background are you comparing
come to compare when you have a big official father!
only herbal tea can make you fight like this,
what they feed you, cat food?
just a herbal tea
stay away from human morality!
As some netizens said, this campaign is even more interesting than the movies this year. And this case just shows the power of China social media, creative and interactive content plus the proper promotion methods can help company get surprising result.
Happy Chinese New Year of Snake!