"In fact, the more I learned about Lianglu's related product information, the more excited I was, and I even watched an episode of 'Tongue in China III' specifically for Lianglu." Wu Hongtao said, as told in the commercials, everyone's mind on red wine with steak, hairy crabs with yellow wine is a long-term fixed cognition. And "cool dew, eat spicy drink wine" and its juxtaposition, not only can accurately convey the product characteristics, but also help to cultivate the audience's symbolic memory, the thought of "eat spicy", think of cool dew. It should be said that Lianglu is quite outstanding in terms of positioning, advertising slogan, creative performance and placement strategy, which laid the foundation for Lianglu to capture and acquire the consumer market.
Aiming at the "spicy" catering market, precise entry
The competition in the liquor industry is very fierce, and for new brands, precise and differentiated positioning is especially important, and without distinctive positioning, they will be relegated to the status of passers-by in a chaotic market. "Lianglu" is positioned as "eat spicy drink wine", which is a unique positioning, there is a significant difference, very eye-catching, easy to be remembered.
Additionally, "eating spicy wine" seems to be a niche, but it is a very large market. According to data, more than 600 million people in the country eat spicy people, spicy food customs widely spread, Sichuan, Hunan, Hubei, Yunnan, Guizhou cuisine and other dishes, popular. In other words, half of the Chinese people have the habit of eating spicy food on a daily basis, and this positioning provides infinite possibilities for the growth potential of Lianglu wine. Wanglaoji and Gadobao, both of which have a combined annual turnover of more than 30 billion yuan, are "afraid of fire", and the positioning of Lianglu wine is similar to theirs.
Brand name, bottle packaging and brand positioning is very close, interlocking, mutually dependent
As a spicy drink of wine, the brand named "cool dew" is very appropriate, spicy red face, sweaty, "cool dew "The two words really brighten people's eyes; packaging is also very feel, different from the traditional 125 ml flat bottle, Lianglu's rounded packaging is more like mineral water, looking at the thirst. In addition, the cool dew set at 31 degrees, but also with it does not play the history and culture card, not play the emotional card, return to the pragmatic positioning of eating and drinking itself.
Submerging the advertising appeal in "common sense", step by step, naturally and skillfully
From the perspective of cognitive psychology, when consumers watch advertisements, they will produce a psychological defense mechanism, and instinctively resist the content of the advertisements, which is also the reason why people are disgusted with many advertisements of the hawking type. Lian Lu Liquor understands the psychology of consumerism, and starts from everyone's "*** knowledge": "Eat steak, drink red wine", this is right, Western food with foreign wine; "Eat sushi, sashimi, drink sake! ", also right ah, Japanese food is not to match the Japanese wine, "eat hairy crabs, drink yellow wine", this is also common sense, yellow wine can go fishy, but also can dissipate the cold, with hairy crabs is a perfect match ah. At this time, a water into the "eat spicy wine, choose cold dew" followed, although it is a new concept, but with the first three sentences "*** knowledge" of the pad, consumers do not have a little defense, easier to be accepted. In this way, it is very natural to inject the concept of "Eat Spicy Drink, Choose Lianlu" into the minds of consumers and successfully establish a new consumer awareness.
Multiple third-party report endorsement, more persuasive
Lianglu through the display of a number of drinking test reports, from the data point of view, to verify that eating spicy drink cold dew, can significantly improve chili pepper overstimulation caused by the body difficult, more persuasive.
[1] Jiangnan University School of Bioengineering "cool dew wine (slightly cool type) in eating spicy drinking feelings of potential consumers product test report": the researchers are students and teachers, from 170 volunteers screened out eating spicy appeared in four or more adverse symptoms of 30 people to participate in the research, the age of 25-50 years old. In the investigation of the feelings of the next day after drinking cool dew also found that none of the cases of dizziness and headache discomfort.
[2] Sichuan Polytechnic Institute of Bioengineering, "Product Test Report on Drinking Feelings of Potential Consumers of Cool Dew Wine (Slightly Cooler Type) When Eating Spicy Food": the respondents were students and teachers, and 92 people who met the criteria were screened from 370 volunteers to participate in the survey, aged between 18-30 years old.
[3] Product Test Report on Drinking Feelings of Potential Consumers when Eating Spicy Cold Dew Wine (Medium Cool Type) by Sichuan Provincial Alcoholic Beverages Research Institute: The respondents were all winemaking industry professionals participating in the "National Training Course on White Wine Tasting, Evaluation and Blending Skills and Sommelier Examination and Training Program", and 83 people who met the criteria were screened out of 130 volunteers to participate in the study. From 130 volunteers, 83 people, aged between 18 and 50, met the criteria to participate in the survey. In this test, 27 people who normally drink alcohol experienced obvious dizziness and headache on the next day, while only 2 people experienced dizziness and headache after drinking Cool Dew.
In summary, Cool Dew's well-considered and efficient execution of all aspects of its positioning, brand name, packaging, advertising copy, and advertising placement is a branding and advertising lesson in alcohol marketing in recent years. And many viewers have fallen in love at first sight with this wine with character, style and model, which is the beginning of a C position, and thus a new 10 billion consumer market has opened the curtain.