Advertising as a product of the development of the market economy, in recent years in China, although the development of rapid, but looking at the Chinese and foreign advertising works we can easily find that the Chinese and foreign advertising works are still there are big differences, especially in China's beer ads, in the style of the work of the work of the beer ads with the differences between foreign countries is very big. This article is my beer advertising copywriting sample for you to organize, just for reference.

Beer advertising copywriting model:

Stella Artois

A shooting plan

Product name: Belgian Stella Artois

Advertisement orientation: to publicize the time of the beer's unique, recognizable taste and fresh and refreshing people.

Theme: Every drop counts.

? Showing that Stella Artois has a distinctive full-bodied flavor, with a slight acidity that comes from the careful selection of raw materials and the time-tested, unique brewing traditions. Duration of spot: 30 seconds

Soundtrack: Funny, mutant music

Script content: the hero is misunderstood because of the beer of the times.

Screen design: the use of flashbacks to explain why the hero is misunderstood. The final subtitle: only source every drop is precious.

Production focus: to enhance the comedy of the advertisement, giving people a sense of realization. The whole ad doesn't need any dialog, just the right music.

Second, the script

Lens 1: male licking the wall poster beauty (wearing a bikini) of the private parts.

Shot 2: the door opened, female coworkers came in, saw this scene, surprised to stay in the door, eyes wide open, mouth into O-shaped.

Shot three: male facial expression of embarrassment. (Framed at the same time as shot two)

Switch to subtitles: 10 seconds ago

Shot four: the male in a cozy drinking times beer

Shot five: the beer is finished, in order to drink the last little bit of the bottle, the male tilted his head back to take the bottle of beer poured into his mouth, try not to want to fall a drop.

Shot 6: The beer bottle was shaken at the same time, a drop of beer splashed out, coincidentally dripping in the poster beauty's private parts.

Shot 7: The man hesitates, but doesn't want to waste a drop, and walks towards the poster

Back to shots 1 to 3

Shot 8: The camera closes in and positions itself on the bottle of beer the man drank from

Final screen caption: Times Beer, only source of every drop is precious.

III. Literary Script

Title: Misunderstanding Location: Male Office Characters: Male, Female Staff Running Time: 30 seconds

In the office, the man is licking the private part of the poster beauty (wearing a bikini) on the wall. Suddenly, the door is opened and the female colleague comes in. When she sees this scene, she is surprised and stays in the doorway, her eyes are wide open and her mouth turns into an O-shape. The male feels humiliated and embarrassed. Subtitles, 10 seconds ago

Male is cozying up to a Times beer. He doesn't realize that the beer is finished, but the Times beer is indeed so good that the man doesn't want to drop a drop. So he took the beer bottle and poured it into his mouth, hoping to get a few drops at the end. However, when the beer was shaken, a drop spilled out, but it happened to drip on the private part of the poster girl. The man hesitates for a moment, and indeed, unable to resist the delicious temptation of the Times beer, he walks towards the poster to lick the drop of Times beer. (The result is the same as in the beginning)

The camera is positioned on the bottle of beer that the man drank from

The final caption on the screen is: "Times Beer, only from the source, every drop is precious.

?

Beer advertising copywriting sample two:

With the modern people's living standards, beer and other consumer goods has become a daily necessity, and with China's accession to the WTO, China's market further opened up, so that China's market economy is truly integrated into the market world's equalization of the game.

Center Beer is a beer project between Hubei Light Industry Vocational and Technical College and Germany, and is a high-grade beer produced by the college's beer department in the course of teaching. Center Beer adopts high-quality Australian malt as the main raw material, adding German high-quality hops, using German imported yeast strains, according to the ancient German pure brewing method as the standard, using advanced two manufacturing equipment and technology carefully brewed. Center beer is different from the previous ordinary beer, unified in a large container fermentation, it is alone in the bottle fermentation. The rate of bottle bursting during the production process is relatively high, so the yield is relatively low. The center beer is more expensive and belongs to the high-grade beer. It adheres to the German beer's pure and fresh, rich foam, mellow flavor, strong killing force and other characteristics. It is rich in amino acids and vitamins, with high nutritional value. It is said that the yeast precipitated at the bottom of the bottle also has a beauty effect and is favored by many female consumers. Center beer has a typical German Bavarian flavor, so that consumers do not go out of the country can y appreciate the delicious enjoyment from exotic places.

In view of the good reputation of the center of the beer, we designed a marketing plan on the center of the beer. To put the center of the beer better to the market. The plan mainly includes marketing environment analysis, consumer analysis, product analysis, business and competitor situation analysis, business and competitor advertising analysis, market segmentation and target market strategy.

I. Marketing environment analysis

(1) Macro constraints:

1. Currently the market is flooded with a wide variety of beers and a wide range of products. Supply exceeds demand, and there is some difficulty for the center beer to occupy a place in the market.

2. Regional obvious. Many people in the region will exclude foreign brands, and adhere to their own locally produced beer. Efforts to build local brands, is a loyal consumer of beer in their own region.

3. The contradiction of the circulation link is the main problem of the market operation of beer companies.

(2) micro constraints:

1. The contradiction between the rights and interests of beer producers and distributors has become a major contradiction in the beer market. Distributors control the distribution channels for their own interests.

2. Characteristics of the market composition: the experience of the beer market in other cities across the country, consumers and taste habits can be cultivated and changed. The center of the beer and domestic beer taste is not the same, so also slowly cultivate new consumers. Observing the current consumer market in Wuhan, Yanjing, Snowflake, Tsingtao and other beers occupy the main market. Facing these competitors, Center Beer has to improve and strengthen all aspects. Otherwise, it is difficult to occupy a place in the market.

(3) Market Overview

With China's beer industry grouping, scale and internationalization of the process of accelerating, China's beer market competition level is gradually obvious, foreign investment continues to enter and domestic resources continue to expand, China's beer market competition is intensifying. At present, China's beer industry is in the middle and late stage of the integration phase, the overall profitability of the beer industry in the adjustment into a growth trend. Wuhan beer industry is facing a better opportunity for development, sustained and rapid economic development, the level of urbanization, to the development of the center of the beer to create a huge demand for space, the center of the beer is also growing in the opportunities and challenges.

II. SWOT Analysis

(1) Opportunities and Threats

Opportunities:

① China's beer market is full of opportunities for the broad prospects of development. Comprehensive observation of the world's beer market, Europe and the United States and other traditional beer consumption market has been saturated, there is not much room for development, and some places are even shrinking. Only the Chinese market, is still showing a rapid growth trend.

Threats:

① China's beer producers have the advantage of price, geography, market and so on.

② Now the Wuhan market has been dominated by giant beer companies such as Yanjing and Snowflake.

③ Some foreign enterprises entered the Chinese market earlier than Center. In this way, the center of the beer is facing double pressure, on the one hand, China's domestic beer brands, and on the other hand, foreign companies that entered the Chinese market earlier.

(2) Strengths and Weaknesses

Strengths:

① Unique bottle fermentation technology. The use of high-quality Australian malt as the main raw material, the addition of high-quality German hops, the use of yeast strains imported from Germany, according to the ancient German pure brewing method as a standard, the use of advanced two-making equipment and technology carefully brewed.

② Good imported brand image, special flavor, pure taste. Rich in amino acids and vitamins, high nutritional value. The yeast precipitated at the bottom of the bottle also has the effect of beauty.

③ Center beer has a typical German Bavarian flavor, so that consumers can y appreciate the delicious enjoyment from foreign countries without leaving the country.

Weaknesses:

① Because of the bottle fermentation, so the production process of bottle popping rate is high. Low yield. The phenomenon of demand exceeding supply will be formed.

② low yield, because it is different from the domestic production technology, so the price is higher. And market promotions to do less, some consumers are not very aware of the brand, so choose other products with lower prices but high visibility, missed a lot of consumers.

III. Consumer Analysis

(1) Consumer Psychological Analysis:

① Factors affecting consumers to buy beer are: the price of the product, the brand, the date of production, the degree of ease of purchase, and purchasing habits, etc. These factors have a direct relationship with the company. These factors have a direct relationship with the enterprise. For beer manufacturers, the key to its development is determined by the intrinsic factors of the enterprise.

② At present, in China, the price is still largely influenced by the purchasing power of consumers, but this is no longer the main factor. Taste as well as quality has become the primary consideration for most consumers to buy beer.

(2) Consumption habits:

As people's economic development and quality continue to improve, people's living standards are also improving. The pressure of social competition makes more people look for ways to reduce pressure, party drinking has become a trend, and

The crowd at the party is constantly getting younger. Especially in the hot summer of Wuhan, more and more people like to cool off outside, eat late-night snacks, drink beer and chat. Center beer with its unique taste will attract many consumers.

(3) Consumption trends

Due to the change in consumer attitudes, making the off-season consumer demand compared with the peak season decline is decreasing day by day, the off-season local market and even greater demand than the peak season. Such as nightclubs mid-range, hot pot city and other catering mid-range. Due to the slowdown of community mid-range ordinary beer consumption demand, compared with the catering terminal and entertainment terminal of the middle and high-end beer consumption demand is still strong, and even in the catering terminal due to the decline in the coverage of ordinary beer, the space for consumers to choose the type of beer has become smaller, and the consumer demand for middle and high-end beer has been activated. In the fall and winter seasons, due to the concentration of festivals and increased opportunities for family gatherings and visits to friends and relatives, there is a certain consumer demand for community terminals. Especially, the sales of high-grade gift beer are booming. And, the fall and winter seasons is the entertainment terminal beer consumption demand is the most prosperous season, even more than the spring and summer demand, so the traditional off-season is the entertainment terminal of the peak season.

IV. Product Analysis

(1) Product Characterization

The center of the beer has a strong aroma of alcohol, strong killing power, high CO2 content, and when the wine is injected into the cup, the foam is white and delicate, long-lasting and thick, and there is a small bead from the bottom of the cup rises continuously and persistently. It adopts the technology of bottle fermentation and contains live yeast which helps digestion and has a high nutritional value. There are now three main product categories: wheat beer, light-colored beer, and black beer.

(2) product life cycle analysis

Center beer is a Sino-German cooperation Hubei Beer School teaching brewery production of high-grade beer, the production of various types of center beer from the introduction of the center has always been in short supply, also enjoys a reputation in foreign embassies. It is in the development period of the product. And transition to maturity, the development momentum is strong.

(3) product positioning analysis

Center beer is located in the pure ecological, high-quality health products, typical of the German Bagoria flavor of high-grade beer. The brewery uses two pronged barley, German granular hops and German Weihenstephan yeast bank of pure yeast, the German traditional brewing process and pure brewing method combined, carefully brewed? The Center brand fresh beer series. It is pure, fresh, foamy and full-flavored.

(4) Summary of product analysis

Center beer is a high-grade beer produced by the Sino-German cooperation Hubei Brewery School Teaching Brewery, which uses high-quality German raw materials, applies the German traditional brewing process, and uses the technology of in-bottle fermentation to brew beer. It has a mellow flavor, white, long-lasting foam and high nutritional value. Since the center of the beer is located in the high-end products, it is difficult to see in the general market, usually appear in high-end hotels, bars. Has not become a habitual consumer goods of ordinary consumers, market awareness is not high enough.

V. Competitive situation analysis of products and competitors

(1) Competitor analysis of enterprises

Released by the China International Beer Network, the first quarter of 2011, China's beer giants net profit rankings show that the first ranked Snowflake Beer, ranked the second largest Tsingtao Brewery, so we chose Snow and Tsingtao Brewery as a competitor of the center of the beer, for comparative analysis.

(2) Competitive Analysis Summary

According to statistics of the country's beer types up to 2000 kinds of beer, basically no national brand of beer, but instead of regional brands of beer more dominant advantage of the market, especially in the low end of the market is in a dominant position. Center beer beer school teaching brewery production of high-grade beer, the scale is very small, to strengthen the marketing offensive and advertising efforts to improve product sales, the establishment of scale competitive advantage, is the main means of the center of the beer.

VI. Summarize

Center beer is the Hubei school and German cooperation teaching brewery production of beer, the lack of professional and technical personnel, the lack of technical equipment, resulting in the production of the center of the low volume of beer, and even oversupply. In the face of this problem, we should expand the production plant, add production equipment, expand the recruitment of technical personnel to increase the production of beer. Use a variety of media strategies, combined with each other to promote, expand the center of the recognition of beer, visibility, reputation.

Beer advertising copywriting sample:

HeineKen (Heineken) copy: if Heineken is not green?

If Heineken wasn't green, would there be so many green beers today?

Fortunately, heineken is green, so when many other green beers followed, one didn't have to go far to see a forest. Luckily, heineken is green, so when more and more green beers follow, one doesn't have to look far to feel a forest. Green represents freshness, nature, and the quality of life. When heineken began exporting in the 1940s, it visited the world wearing this friendly color, and today it represents good beer with good taste. Being modeled, being followed? The quality of heineken is hard to beat.

Hot love, high-waisted pants, dot-coms? All of them have disappeared. Only heineken's foam won't foam

Drinkable beer is like something that is durable and long-lasting, and it's getting harder and harder to come by. Because of the hope that drinkable, heineken adhere to the low temperature, special long 7 weeks of the brewing process, patiently waiting for the liquor slowly brewing, full of beer aroma. Such patience brewing beer, the upper layer of white foam fine and long-lasting, can isolate the liquid wine and air contact, drink the last sip, are still like the opening of the bottle as balanced and wonderful, no sour and bitter flavor. Moreover, the bubbles in the liquid release and rise evenly and slowly, and every sip of the beer is alive, with bubbles dancing on the tongue. Next time, when you hold a glass of beer in your hand, and friends together to lament the age of everything foam, but thankfully, your friendship and this bottle of heineken has always intriguing timeless.