SHANGHAI, August 10, 2016 – Nestlé is expanding its products in Asia this summer with the launch of a new ice cream brand created exclusively for China. Labbrand developed the name 呈真 [chéng zhēn] for this brand new product.
Born in Switzerland, Nestlé celebrates its 150th anniversary this year as it again ranks #1 in food industry rankings with $92 billion in revenue and $9.4 billion in profit, according to Forbes Global 2000. Since the launch of its first Chinese office in Shanghai in 1908, Nestlé has grown to become a brand highly regarded with strong Brand Stature among Chinese consumers.
Labbrand, a leading China-originated global brand consultancy, worked closely with Nestlé to create the Chinese brand name 呈真 [chéng zhēn] for its new ice cream product. 呈 [chéng] means “deliver” or “present”, while 真[zhēn] is used to emphasize the “realness” of something. Together, the name 呈真 [chéng zhēn] can be translated as “deliver the true essence”, and effectively conveys the brand truth: real source and real taste made with real love. It also has an identical pronunciation to 成真 [chéng zhēn], reminding consumers of the beautiful feeling of one’s dreams coming true.
“We aim to help the client connect with the Chinese consumers with an appealing name in this dynamic ice cream market. In my view, nothing embodies the feeling of ‘reality’ better than the moment when you experience a dream come true. 呈真 [chéng zhēn] will deliver the most authentic taste to you and help you experience the wonderful feeling it brings.” states Senior Naming Consultant, Melissa Zhang.
This brand new ice cream series 呈真 [chéng zhēn] offers Nestlé classic milk ice cream bar and two new fruit flavors – kiwi and yellow peach. It will surely bring the coolness and joy to the Chinese ice cream market in 2016.
Founded in 1867, Nestlé is the world’s largest food manufacturer, headquartered in Geneva, Switzerland. Starting from baby food, Nestlé now produces a wide variety of products and is famous worldwide.
Labbrand is a leading China-originated global brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinates research, strategic decisions, and creative implementation.
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