In April 1998, a drinking water advertisement unveiled on CCTV and attracted wide attention of consumers. That is Nongfu Spring. At that time, it put forward the unique appealing that "Nongfu Spring tastes a bit sweet". As for the embodying form of creativity, Nongfu Spring created a plot with suspense to incisively and vividly demonstrate the drinking way of Nongfu Spring and at the same time put forth the selling proposition that "Nongfu Spring tastes a bit sweet". Before its products debuted on the market, the advertisement had spread the name of Nongfu Spring throughout the country.

Nongfu Spring takes the commitment of "a bit sweet" taste as its differentiated appeal to imply the high quality of its water sources, which enables Nongfu Spring to form an overall strategy of perceptual preference and rational identification, and successfully establish a memory point. Nongfu Spring builds up its unique features by creating significant differences. When other similar products were obsessed with showing how hygienic, high-tech and trendy they were, Nongfu Spring departed from the convention and opened a pathway by cleverly turn the spotlight to the taste of products.

To further highlight the quality of its products, Nongfu Spring first makes clear the concept and then conveys it through simple yet powerful ideas: a minimalist background, a glass of water, and the action of pouring in water and changing water. "Water in human body is replaced every 18 days". "The quality of water determines the quality of life". From the real landscape of Thousand-island Lake to the bottle label of Nongfu Spring. The idea that "We do not produce water. We are just porters of nature" is out of the conventional thinking of consumers, but it is concise, powerful and full of connotation.

Later, Nongfu Spring made an advertisement named the Last Kilometer, which presents the unpolluted water source in the mountains and demonstrates the excellent water quality. This advertisement is perfectly matched with its previous advocation that "Building factory and filling adjacent to water sources ". Beyond that, it makes a new explanation: Nongfu Spring is healthy natural water and is not produced by adding artificial minerals. This differentiation strategy also parts Nongfu Spring with its counterparts.

Right after that, Spring, Summer and Autumn of Changbai Mountain was advertised. It fits the advertising slogan of Nongfu Spring that "we do not produce water. We are just porters of nature." and conveys its brand concept that "High quality water nurtures healthy life" to consumers. The advertisement of a few minutes long displays a panoramic view of the four seasons scenery and creatures living in the water source of Changbai Mountain, and implants the brand concept of Nongfu Spring into the hearts of consumers.

The advertisements of Nongfu Spring are closely linked. With such advertising strategy, Nongfu Spring has ingrained its natural and healthy concept into the hearts of consumers, and has built up the brand concept that Nongfu Spring is making contributing to the cause of human health. That’s the reason for an ever-developing business of Nongfu Sring.