Sharing of classic advertising words
Apart from creativity and shooting, advertising words are also an indispensable part of a good advertisement. The following is a classic advertising word sharing, welcome to read.
Nongfu Spring is a little sweet
Perhaps it is people's suspicion of "sweetness" that makes the advertisement deeply rooted in people's hearts. This simple slogan became the first memory point of Nongfu Spring. The word "sweet" of implied quality has become a concentrated expression of its brand value.
"a little sweet!" It first came from a child in Shanghai.
In May, 1997, Nongfu Spring selected Shanghai as the first pilot market in China. Chairman Zhong Shanshan personally went to Shanghai to investigate the market. He knocked on the door of a resident's house near Jing 'an Temple and invited the whole family to taste Nongfu Spring. The children at home took a sip and blurted out: "It's a little sweet!" This is the origin of "Nongfu Spring is a little sweet".
Before this, Nongfu Spring had already planned a slogan, one of which was "Living Water at the Source of Qiandao Lake", specifically aimed at the tail water of Huangpu River that Shanghai people drank (the water intake of Shanghai Waterworks is next to Yangpu Bridge in Huangpu River). Another sentence is "Good water makes you healthy".
In 1997, after Nongfu Spring tried to sell these three slogans in Shanghai, it made a special consumer survey. As a result, "Nongfu Spring is a little sweet" was far ahead in the consumer memory survey.
In 1998, Nongfu Spring was officially listed in China, and the main advertising slogan "Nongfu Spring is a little sweet" was officially launched. "Nongfu Spring is a little sweet" was selected as one of the top 11 most influential advertising slogans in China in the 21th century.
dazzle, you can't stop at all
The advertisement shows the brand characteristics of Stride, which is smart, courageous and humorous, as well as the values of being young, brave and humorous, and knowing how to pursue and enjoy life.
Hyun Mai Chewing Gum once cooperated with Happy Boys' program to launch a TV advertisement of "Playing guitar, you can't stop" led by its brand spokesperson Kai Ko. In the advertisement, you were challenged to chew Hyun Mai Chewing Gum while spinning in the same place, and stopped spinning until it was tasteless. As a result, you couldn't stop until a hole appeared on the floor.
And it also signed a brand advertising contract with Hua Chenyu, the champion of fast men. In the advertisement, Hua Chenyu said, "I can soar as long as I chew." As a result, Hua Chenyu was still soaring high notes a long time later and was asked, "I still have a taste. What about you?" At that time, Hua Chenyu answered "I can't stop at all", which made the advertising campaign of "I can't stop chewing" more deeply rooted in people's hearts.
the advertisement of xuanmai chewing gum is an exaggerated and humorous way to explain the characteristics of the product, which has a flattering component to some extent. Its purpose is to attract the audience's attention, arouse the audience's curiosity, and deepen the audience's impression that the product is "delicious and lasting for a long time" by "chewing and showing off". At the same time, the audience may also question it accordingly, and want to try for themselves whether it really lasts so long, so as to stimulate the audience's desire to buy.
Dove chocolate: the milk is fragrant and silky.
The reason why it is classic is the psychological experience of "silky feeling". Can describe the delicate and smooth feeling of chocolate with silk, the artistic conception is high enough and the imagination is rich enough. Make full use of synaesthesia and exert the power of language to the extreme.
this advertisement also contains a cold knowledge: "silky feeling" really emphasizes the delicate taste of chocolate. More specifically, the taste of chocolate comes from the size and shape of cocoa powder. The smaller the particles, the more delicate and smooth the taste. The particle size of Dove cocoa powder is only 1.4 microns (51 microns is equivalent to the diameter of hair). Therefore, Dove chocolate emphasizes the silky taste of the product.
M& M Chocolate: Come to the bowl
Facts have proved that this may be the most successful advertisement in China in recent years. There is a memory, a smile, and it can be used to vomit. It is not vulgar to be relaxed and happy. Interestingly, the team planning this advertising idea claimed: "The original logic of (advertising) is very simple, that is, to make a nonsense advertisement."
you don't understand? It doesn't matter. Some friends who work in Mars interpret this advertisement like this:
A.M&; The goal of M beans is-"only in the mouth, not in the hands";
B. Therefore, putting M beans in the bowl is an insult to their raw value-"Why do you have to put me in a bowl when I obviously won't melt in your hand?" It is so insulting to the dignity of Doo! " ;
C. "If you put it in a bowl, put it in a bowl. It's not decorated much. Isn't it delicious for me?" .
In fact, most advertisements on TV are lively, simple and safe, and the advertising effect is ensured by a large number of communication and repeated communication, much like genre films, with fixed routines and stems. It is difficult to make differences in the advertisement of fast-moving food products. This advertisement is achieved in a very simple way and can be called a wonderful product.
Pepsi-Cola: the choice of a new generation
Before this advertisement appeared, PepsiCo made a market survey. The investigators found that when consumers choose soft drinks, they actually make three choices. First, they make up their minds to drink soft drinks instead of juice, water or milk. Then they chose coke instead of sprite, 7-up or other soft drinks. Only then did they start to choose from Pepsi, Coca-Cola and other cokes.
At the same time, the survey results also show that consumers think that PepsiCo is a young enterprise with new ideas, full of vigor and innovative spirit, which is developing rapidly and catching up with the first, but its shortcomings are recklessness and even a little domineering. The positive evaluation of Coca-Cola is: the embodiment of the United States, Coca-Cola is a "real" real coke, with obvious conservative tradition; The shortcomings are age, dullness, pretentiousness, and a bit of community organization. Therefore, PepsiCo chooses teenagers as its image. Young people are full of fun, exciting and innovative spirit.
At this point, Pepsi finally found its own position in the competition with Coca-Cola, so that the advertising styles of "New Generation Choice" and "Happy Freedom" quickly captured the hearts of young people and formed a rival situation with Coca-Cola.
Southern black sesame paste: "Black sesame paste ... a strong fragrance, a ray of warmth, Southern black sesame paste."
This well-known advertising slogan not only evokes many people's memories of their happy childhood, but also reminds everyone of the old brand Southern Black Sesame, and also helps it become a "dark horse" among many old brands that have returned to the mainstream market. The advertisement directly conveys the product characteristics with rich sesame flavor and smooth taste, and creates a "warm" atmosphere for the southern black sesame paste, thus attracting the attention of the audience.
At the same time, the close relationship between advertising language and audience also brings out the best in each other. There is no doubt that the main audience of the advertisement is children, and it really touched children, because for us as children, whenever we heard the sound of this advertisement, we couldn't help but swallow saliva.
Telunsu: Not all milk is called Telunsu
"Telunsu" means "golden milk" in Mongolian, and it is also taken as "unique". When fully demonstrating the high-quality characteristics of Telunsu milk, it also emphasizes the individuality and unusual of this product, which is clearly distinguished from other ordinary milk. At the same time, the slogan is concise, powerful and catchy, which also plays a vital role in spreading its brand awareness and credibility.
After Telunsu milk went on the market, it adhered to the principle of "whole case sales" and broke the routine of bulk sales of liquid milk. Although it seems unreasonable, during its seven years in the vertical and horizontal market, the market share has always been among the best, which is not achieved by breaking away from the market rules, but by properly feeding back the marketing situation with the brand, and influencing the consumption attitude of other customers with the purchase behavior of a large number of members.
When the brand of Telunsu milk has become a symbol, "gift box milk" has become an integral part of this symbol. In addition, competitors' learning and follow-up have just consolidated the market position of Telunsu milk.
Red Bull: Sleepy, tired, drink Red Bull
The advertisement of Red Bull first appeared after the Spring Festival Gala in 195, telling all consumers in China with the phrase "Red Bull comes to China", and then it continued to occupy the advertising position of CCTV, from "The car needs gas, I want to drink red bull" to "Drink red bull when I am thirsty, and drink red bull when I am tired", with a lot of prime-time advertisements.
in the positioning of "sleepy and tired, drink red bull", the main consumer groups of red bull are drivers, civil servants and youth sports enthusiasts. Correspondingly, the figure of miss red bull promotion often appears in high-speed service areas, gas stations, ski resorts, sports fields and other occasions.
At the same time, Red Bull sponsored a large number of sports events, such as F1 racing, Dakar rally, NBA All-Star lineup selection and so on. In sports marketing, Red Bull learns from beverage giants such as Coca-Cola and Pepsi-Cola how to combine sponsored sports with daily sales promotion, so as to narrow the distance with consumers and increase sales.
Fragrant fragrance: cups can circle the earth twice when connected
The classic lies in the ingenious design of designers, and the advertising language does not directly state the sales volume, but takes the earth as a model, so that people can imagine the high sales volume themselves.
At the same time, it leaves room for the curious to be active. How long is it to circle the earth twice? This problem itself is a cup of soft, delicate and smooth milk tea, which exudes charming fragrance all the time, tempting countless talented people to unveil its mysterious veil.
Jiang Jianqi, the chairman of Xiangpiaopiao, once said: "Now the advertisements are very clear: one is to go around the earth several times, and the other is to lead the sales, which is to let consumers know that we have sold so many goods in one year, and we have led the national sales for seven consecutive years. It is not beautiful or good-looking, and even a little boring, but when consumers go to the supermarket to buy products, they know that there are many people who buy fragrance and will choose fragrance. "
Twist, lick and soak
As the king of Kraft's best-selling biscuits for a century, Oreo has successfully "soaked" consumers with the image of "twist, lick and soak" and maintained the brand's durability.
Oreo's advertisements focus on emotional routes, with warmth and fun as the highlights, which makes Oreo play a warm role in connecting people's emotions in addition to delicious snacks. Oreo's advertisements have always been devoted to representing excellent quality and pleasant and warm family memories. In a simple and powerful way, the small fragments of daily life are used to sketch out the beautiful scene of a family enjoying intimacy through twisting, licking and soaking, showing a life full of childlike joy and sweet and warm family fun.
Although almost all Oreo TV advertisements repeat their eating method of "twisting, licking and soaking" over and over again, the genius of it lies in taking these three actions as a unique brand recognition, which not only strengthens the interaction between products and consumers, increases the interest of brands, but also deepens consumers' memory of brands. The advertisement seems to tell us that the moment to share Oreo is the moment to share the sweetness with family, which makes Oreo a messenger to bring joy to the family.
after years of Oreo's spread, "twist, lick and soak" has gone beyond the superficial meaning of the advertising slogan and internalized into the essence of Oreo's brand-it is the best-selling biscuit, which is both delicious and fun, warm and interesting.
Master Kong braised beef noodles are delicious and visible
As the first generation advertising language of Master Kong braised beef noodles, the phrase "delicious and visible" has become the imprint of instant noodles across the times.
looking back on the course of the instant noodle industry since 1992, if we simplify the complex, there are actually two clues to the innovation of instant noodles, one is the transformation of taste, and the other is the innovation of category.
before master kong entered the inland, the market was dominated by old Beijing instant noodles, but at that time, the product was single in shape, not only with a seasoning bag, but also with no real materials. Immediately afterwards, Uni-President Group, the largest instant noodle product enterprise in Taiwan Province, settled in the inland. Although it was huge, it was miscalculated in taste. According to Yang Yingshi, a veteran agent of Kangtong instant noodles in Henan, "Uni-President initially entered the market with the seafood taste as the main theme, but unfortunately the light taste is suitable for Taiwan Province, but it is not so popular in the inland."
however, master kong chose "braised beef", a popular taste with high taste acceptance, and the phrase "delicious and visible" highlighted that the seasoning package contains real materials, and he took the lead in launching three kinds of seasoning packages in China, which enriched the taste of instant noodles. In that era when there were few taste choices, it was amazing all over the country. The small beef granules and freeze-dried vegetable bags added icing on the cake to instant noodles, which laid the foundation for Master Kong to dominate the instant noodle industry. ;