Advertising cases have many advantages, such as intuitive, extensive, easy to understand and interesting. Analyze several successful advertising cases to find out the success of advertising in reflecting the characteristics of the times, skillfully using advertising rhythm, excellent copywriting, accurate advertising duration and delivery plan, and being good at using media! The following are some analysis of advertising cases that I share with you, hoping to help you! Advertising case analysis 1: Nestle

In the 1981s, two major instant coffee brands, Maxwell and Nestle * * *, both entered the China market.

Now, the sales volume of Nestle Coffee in China market is much higher than that of Maxwell's Coffee. Why?

1. Identify the target customers and gain insight into the customers' inner needs

When they first entered the China market, the two companies commissioned different companies to conduct market research, and the results of the investigation commissioned by Mai's large international companies were intellectuals who yearned for western culture. So the advertising language is very elegant. Drips are fragrant, but the meaning is still unfinished? .

On the contrary, Nestle Coffee found out that in the early 1981s, what was the career of female college students' favorite marriage? The result is beyond people's expectation. The first person a girl wants to marry is a taxi driver? !

At that time, the salary of taxi drivers was ten times or even dozens of times the average salary at that time, so Nestle Coffee clearly knew that the target consumers were definitely not university professors and intellectuals, and accurately targeted the audience.

and at that time, I found a special phenomenon. People who drink Nestle coffee will take Nestle cans to the office as teacups, which makes people feel that I can afford Nestle coffee.

2. At this time, the advertising effect is generated!

a very common brand in foreign countries has become a show-off brand in China. Nestle Coffee has an insight into the inner thoughts of consumers who want to show off their identity as high-end drinks such as coffee.

Third, the psychological implication of advertising language

At the same time, Nestle Coffee also shows off its fragrant and attractive taste, and its advertising language is also very simple: Is it delicious? !

In fact, the taste of coffee is not good, especially for China people who are used to drinking tea, a country with a long and deep-rooted tea culture. But its slogan hints at you every day: Is it delicious? ! Habit becomes nature, and people are used to thinking that Nestle coffee tastes good.

Over time, Nestle coffee has become synonymous with delicious taste, and has seized the mental resources of the target consumers, making it gain an irreplaceable position as soon as it entered the coffee market in the early 1981s.

Looking for the reason of losing the competition

McBride's coffee missed the opportunity and failed to find out the real demand of the target consumers for coffee brands in the environment at that time, so it was inferior to Nestle Coffee.

its slogan? Drips are fragrant and unfinished? At that time, the advertisement was broadcast for half a year, and many people thought it was selling fragrant oil. To understand this slogan, you must graduate from college at least to understand the language artistic conception that Macmillan Coffee wants to convey.

Of course, with the development of the times, consumers' inner needs have also changed, and Nestle has issued several slogans for this purpose:

Every moment is wonderful, every cup of Nestle coffee

You can enjoy it at any time.

no matter how busy I am, I want to have a cup of coffee with you.

1 MOMENT,1 NESCAFE love is connected with 1 MOMENT,1 NESCAFE family care

Nestle Coffee welcomes every new day with you

Every moment, Nestle is with you

Conclusion: Only by truly positioning your target customers and understanding their inner thoughts and psychological feelings can we seize the leading position in the market. Advertising case analysis 2: Jinliufu

(1) Advertising objectives? Brand

The key to brand building is the design of brand theme. Without a clear theme, the brand image will be blurred, the advertising communication effect will be greatly reduced, and the accumulation of brand assets will become a bigger problem. Fuxing wine is naturally associated with good luck. After a series of positioning market strategies, brand image establishment and other work; The brand comes out naturally? Is it so lucky to drink Fuxing wine? And with the positioning of the main brand Jinliufu, China people's Fu wine? Come down in one continuous line.

Jin Liufu can drink a family portrait, which not only strengthens its brand culture and connotation, but also is deeply rooted in people's hearts, so that simplicity wins over complexity. Building a successful brand image requires a long-term all-round marketing strategy. If you are sleepy in the initial aura, you will eventually be like a meteor, leaving people with only good memories in an instant. Although everyone knows the truth, in fact, not every enterprise can implement it well.

the genius of Jin liufu lies in its constant deduction? Good fortune Brand image will be personal? Fu? Promoted to national? Fu? The shaping of brand image is moving forward step by step, and the momentum of contrast is higher and higher, so that people can really feel it? Good fortune The atmosphere is attacking.

With the success of Beijing's Olympic bid, Jinliufu wine was held high by China's Olympic bid delegation to show its success. Jinliufu became a celebration wine when people cheered for national happy events, and its significance went far beyond the scope of wine, and became a symbol, that is, a good wine for people to raise a glass to congratulate the state. Jin Liufu lost no time at this time? Good fortune The shaping of cultural brands has set off a new climax.

Is this how Jin Liufu keeps improving? Fu culture? Scope, it not only symbolizes the personal blessing, but also the blessing of all China people and the nation. At this time, Jin Liufu's slogan also became:? Jin Liufu? China people's blessing wine? This positioning has upgraded the brand culture of Jinliufu to a national one? Fu? .

(2) advertising positioning? Fu culture

Throughout the ages, there are countless poems about liquor. Oh, let a man of spirit venture where he pleases, and never tip his golden cup empty toward the moon!? 、? A thousand cups are less than a thousand cups? And so on, these verses, which almost all Chinese people are familiar with, all reflect the important position of liquor in China, a civilized history that has existed for thousands of years. Undoubtedly, liquor industry is a traditional national industry with a long history in China, and liquor is a cultural product of China for 5,111 years, which has accumulated history and brand. However, with the increasing competition in the liquor market and the increasing promotion of people's consumption grade in recent years, liquor has suffered an unprecedented cold reception and loneliness. Even many well-known liquor companies are deeply struggling. Looking for new vitality of liquor to make it glow more beautifully and become a person in liquor industry? Top priority? .

with? Culture? Some liquor enterprises operating as marketing points have achieved good results, which are worth pondering and learning from. For example, LU ZHOU LAO JIAO CO.,LTD and Quanxing, who have done a good job in this field, are used? Culture? The word "two" has successfully enhanced the intrinsic value of its products. However, many enterprises are too superficial in their understanding of culture. For example, mentioning culture is equivalent to a long history, good luck, making friends and so on. Do? Culture? More importantly, it should be deeply subdivided according to the rhythm of the times. In the next ten years, maybe even shorter, the value orientation of liquor brands should be supported by traditional culture, with humanistic consciousness, personification and a symbol of life interest as the breakthrough point. This is a trend and the inevitable development of the times. In other words, on the basis of excavating traditional culture, enterprises should subdivide brands and markets, establish brand values that can arouse the voices of specific target consumers, and make brands have distinctive personalities.

There is no doubt that Jinliufu is a middle-and high-end liquor brand, and its consumers are middle-and high-end earners who are rich and have a good life (its advertising words? Good days can't be separated from Jin Liufu? This message has been clearly conveyed), so ordinary promotional items with low quality are neither in line with product characteristics nor with corporate image; More importantly, the consumption of Jinliufu and the purchase of Jinliufu are not only the alcoholic products with Wuliangye aristocratic quality and civilian price, but also auspicious, wishful, festive and blessed, which is a longevity (longevity is better than Nanshan? Shou? ), is rich (rich? Rich? ), is Kangning (Ankang and quiet? Corning? ), is a good virtue (conduct and virtue), is a good harmony (family and talent are prosperous), is a child's kindness (filial piety of children), the so-called golden wine is opened, and six blessings will come. This is what Jin Liufu repeatedly told people. This is also the real connotation of Jinliufu itself.

(3) advertising theme? Shouting

Jin Liufu though? Debut? The time is not long, but the popularity is surprisingly high. Who doesn't know Jin Liufu, a wind-giving boy, who lives on wine? Almost everyone can say that when it comes to Jin Liufu? Good days can't be separated from Jin Liufu? It seems that some time ago, Jin Liufu's advertising bombing from CCTV to local stations was effective. It is reported that Samsung's Jinliufu and Liufu wines are extremely popular in the current Jinliufu series of wines, and there is a tendency to be one-sided in mid-range wines.

Jin liufu? Become popular? What is the secret of? We can't help thinking through the hot sale of Jinliufu. ? Good wine is afraid of the deep alley? 、? Do you have to shout frequently when the wine is good? Jinliufu people deeply understand the philosophy and skills of shouting. Although Jinliufu was born in the 1991s when the wine market was shrinking and the competition was fierce, and the way of joint buyout by industry and commerce made Jinliufu have congenital defects and deficiencies, however, it knows that in the era of brand marketing, brands are huge intangible assets. If a new brand wants to be recognized and accepted by the public in a short time, it must rely on the power of the media, and time is life. Relying on the media, Jinliufu won the advantage of time and grabbed it. Then the successful application of the advertising version made Jin Liufu take the advantage of time to the extreme. ? Sell products first, then build an image? Our advertising strategy conforms to the general law of the development of things and the general law of people's understanding of things, and also greatly cooperates with the sales of products. From the good days to the immortal stories to the extraordinary stories, the progressive advertising appeals not only improved the quality and image of Jinliufu wine, but also showed the good intentions of the operators behind it.

it can be seen that in the early market action of Jinliufu, shouting is closely related to firmness, and shouting also plays an extremely important role in the process of Jinliufu's firmness. However, through this surface, we should also see that Jinliufu people have a unique style and personality in the market. Don't stick to common sense, don't follow the old customs, make Jin Liufu this horse? Dark horse? It is particularly striking that the huge direct sales team and the extraordinary high rebate not only make the market without the right to use chaotic, but on the contrary, it is more orderly, which seems to be a miracle that many people feel unreasonable.

Shouting, that is, advertising and promotion, is only a strong factor. Besides rich experience in market operation, there are many factors that make products sell well. Among these factors, the quality of wine cannot but be mentioned. Wine quality is the foundation, which has become a * * * knowledge in today's wine industry, where competition for consumers is more intense than competition for distributors.

(4) advertising mix? Sports combination

In 2111, Jin Liufu was implemented with great moves. Sports marketing? The strategy of creation revolves around Jin Liufu? From 2111 to 2114, Chinese Olympic Committee partners, China delegation's celebration liquor in the 28th Olympic Games, China delegation's only celebration liquor in the 24th Universiade, China delegation's only celebration liquor in the 4th Asian Games, China delegation's only celebration liquor in the 9th Winter Olympic Games and China football team's only celebration liquor in the 2112 World Cup were launched. On the platform of sports marketing, Jinliufu Fuxing wine is divided into two lines to walk in an orderly way.

After the national football team qualified, the media praised Milu as the magic coach and lucky star of China football. Good luck? And? Fuxing? The public image coincides with the brand culture positioning of Jinliufu Company, and Jinliufu Company strongly invites it to be the image spokesperson of Fuxing Liquor. Milu, dressed in a red Tang suit, picked up Fuxing wine and said to the audience with a smile. Drinking Fuxing wine is such good luck. ?

Although Milu seldom drinks alcohol, especially China white wine, he still took the only white wine for China to enter the 2112 World Cup? Jin Liufu? This advertisement has become the corporate image spokesperson of Jinliufu, which is also the first advertisement shot by Milu in his life.

It is said that 2111 is the year of China, the successful bid for the Olympic Games, the qualification of the national football team and the holding of the APEC meeting are all great events for China people. At the APEC meeting just held in Shanghai, the image of Tang costumes of heads of state can be described as ceaseless, and now they are using it on Milu.

commercials and print advertisements have been rushed out, which is a pity. But the advertising effect is surprisingly good. Milu said: Drinking Fuxing wine is such good luck! ? Who can't believe it? Who can refuse the good luck brought by Fuxing wine? This further proves that the most important thing in advertising creation is strategy. Even if the creativity and production are slightly unsatisfactory, as long as the strategy is correct, success can always be guaranteed.

Jin Liufu also took advantage of last year's qualification of China football team to launch public relations activities and presented a celebration wine to the national football team. At the press conference of Qinggong Liquor, it was designated that Jinliufu Liquor was the special celebration liquor for the qualifying of the National Football World Cup, and authorized Beijing Jinliufu Liquor Co., Ltd. to produce and sell it? Nine thousand nine hundred and ninety-nine bottle of celebration wine? . Jin Liufu cut a dash at the meeting. When Milu received the certificate of collection of serial number from Wu Xiangdong, general manager of Jin Liufu, he couldn't wait to ask when he could really get the bottle of his own wine. It was all smiles.

As Jinliufu people are dedicated to supporting the rapid development of sports in China, they are designated as? Chinese Olympic Committee partners from 2111 to 2114? .

(V) Analysis of the Creative Advertising of Jinliufu

Looking at the creation of alcohol advertisements at home and abroad, it can be roughly divided into three types: the selling atmosphere of foreign wine and red wine advertisements; Beer advertisements sell interest; Among them, liquor advertisements are the most simple and have the most local characteristics in China. If wine and red wine are elegant routes, liquor advertisements are vulgar routes. So how to choose Fuxing wine's own route this time? How to make Fuxing liquor have the unique temperament of emerging liquor as soon as it appears?

If we still follow the old route of liquor, then Fuxing Liquor Charge is still an ordinary liquor brand, which cannot achieve the effect of standing out from the crowd; But if you show off the atmosphere like red wine, it is obviously not suitable for the product characteristics of Fuxing wine. There should be elegant ingredients at the same time as vulgarity, and there must be vulgar ingredients at the same time as elegance. After all, liquor is liquor. The handling of the contradiction between vulgarity and elegance has become a major issue in the execution of advertising films.

　? Manhole cover article? The shooting, the choice of light actors, went back and forth for more than ten rounds. Later, I still believed Jin Liu.