Turning a Cat-Head Ice Cream into a Trend for Young Consumers把一支猫头脆皮雪糕， 变成年轻人愿意追着玩的新品。
This campaign transformed product design into characters, content, experiences, and purchase reasons rather than simply adding cuteness.不是给新品套一层“萌”，而是把产品外形变成角色、内容、现场与购买理由。
Company Project Materials. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
New products often lack a memorable hook that connects shelf presence to social platforms. Common issues include disjointed execution where ads focus on taste, events on fun, and influencers on traffic, leaving consumers unable to link these elements to the same product. Haocuizhi naturally features a cat-head design. Meantime aimed to make this shape a unified asset across recognition, content, interaction, and conversion.新品不是缺少一次曝光，而是缺少一个能从货架一直走到社交平台的记忆点。 快消新品上市常见的问题，是广告先讲口味，活动再找玩法，达人最后补流量。 每个动作都做了，消费者却记不住它们属于同一个产品。 好脆致天然拥有猫头造型。 明通要做的，是让这个造型不只“看起来可爱”，而是成为贯穿产品识别、内容传播、现场互动与购买转化的统一资产。
02
The decisive insight关键洞察
Meantime moved beyond treating cats as decoration by creating distinct characters for 'Small Tea', 'Small Coconut', and 'Small Cat'. This connected flavors, personalities, and youth interests. The campaign then leveraged real cat behaviors, pet owner language, and the contrast of 'repaying kindness' to build an IP logic capable of generating content sustainably.不把猫咪当装饰，把猫咪变成品牌世界。 明通为“小巧、小茶、小椰”建立不同角色，让产品口味、猫咪性格与年轻人的兴趣圈层产生连接。 随后把真实猫咪习性、铲屎官语言和“报恩雪糕”的反差梗写进传播，让品牌不是借宠物热度，而是拥有一套可以持续生产内容的IP逻辑。
03
The core idea核心创意
Three cat IPs became the unified protagonists, organizing product design, video, social content, offline events, and retail touchpoints into a playable, memorable world.01 让产品先长出角色 动态产品海报、三只猫咪IP、产品与IP表情包共同建立第一眼识别； TVC把“猫咪亲头制作”变成完整故事，让外形卖点拥有可传播的解释。 02 让角色从屏幕走到现场 “猫咪蹦迪工厂”把DJ台、猫咪舞蹈、猜拳、萌宠招募、手举牌和周边变成同一世界观。 03 让城市事件进入零售触点 从路演延伸到喜士多主题包店，门头、货架、饮品柜、茶歇区和产品拍摄统一使用IP语言，让活动兴趣在真实购买环境中继续发生。 04 让达人承担不同内容任务 抖音负责现场动感与事件可见度，小红书负责打卡、萌宠与生活方式种草； 内容围绕同一IP主线展开，而不是复制同一篇通稿。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
让产品先长出角色
02
让角色从屏幕走到现场
03
让城市事件进入零售触点
04
让达人承担不同内容任务
01
Developed characters that grew organically from the product design
02
Moved character narratives from digital screens to physical spaces
03
Integrated urban events directly into retail touchpoints
04
Assigned specific content tasks to influencers across channels
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
三只可持续使用的猫咪IP及其角色体系；
02
从TVC、表情包、周边到空间体验的统一内容资产；
03
路演、包店、达人传播与销售现场相互承接的上市路径；
04
一套把产品物理特征转成社交传播资产的方法。
01
Three sustainable cat IPs with a defined character system
02
Unified content assets spanning TVC, memes, merchandise, and spatial experiences
03
A launch pathway where events, store activations, and influencer campaigns supported sales
04
A methodology for converting product physical features into social communication assets
What this proves它证明什么
Why this case matters案例价值
This case study demonstrates how Meantime connected judgment, creativity, and execution to create a replicable project path.这个案例展示了明通如何围绕“把一支猫头脆皮雪糕，变成年轻人愿意追着玩的新品。”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
A phased operating approach that protected high-pressure holiday delivery, then shifted from rapid coverage toward higher-quality content.先守住国民品牌的节日主场，再主动减少无效刷屏，把运营推向更高的单条质量与长期关系。
