A good advertisement, in addition to creativity and shooting, advertising words are also an indispensable part. 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 advertisements deeply rooted in people's hearts. This simple slogan became the first memory point of Nongfu Spring. The word "sweet" with implicit quality has become a concentrated expression of its brand value.
"A little sweet!" It first comes from a child in Shanghai.
1In 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 household near Jing 'an Temple and invited the whole family to taste Nongfu Spring. The child at home took a sip and blurted out: "It's a little sweet!" This is the origin of "Nongfu Spring is a little sweet".
Prior to this, Nongfu Spring had already planned an advertising slogan, which was "the 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".
1997 nongfu spring made a special consumer survey after trying out these three slogans in Shanghai. Results "Nongfu Spring is a little sweet" is far ahead in the consumer memory survey.
1998 Nongfu Spring was officially listed in China, with the main slogan "Nongfu Spring is a little sweet". "Nongfu Spring is a little sweet" was selected as one of the most influential 10 advertising slogans in China in the 20th century.
Show off, you can't stop.
The advertisement shows the brand characteristics of Stride, such as intelligence, courage and humor, as well as the values of being young, brave and humorous, knowing how to pursue and enjoy life.
Hyun Mai Chewing Gum once cooperated with Happy Boys to launch a TV advertisement "Playing Guitar, You Can't Stop" led by its brand spokesperson Kai Ko. In the advertisement, you are challenged to spin around while chewing hyun mai gum until it is tasteless. As a result, you can't stop until there is a hole in the floor.
But also signed a brand advertising contract with Hua Chenyu, the champion of fast men. In the advertisement, Hua Chenyu said, "As long as I chew, I can fly." As a result, Hua Chenyu was still soaring after a long time, and was asked, "I still smell. What about you? " At that time, Hua Chenyu answered "I can't stop at all", which made the advertising campaign of "I can't chew" 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 flattering elements to some extent. Its purpose is to attract the audience's attention, arouse the audience's curiosity and deepen the audience's impression of "delicious and lasting" products through "chewing and showing off". At the same time, the audience may also question it and want to try for themselves whether it really lasts so long, so as to stimulate the audience's desire to buy.
Dove chocolate: rich in milk and silky.
The reason why it is classic enough lies in the psychological experience of "silky feeling"; Silk can be used to describe the delicate and smooth feeling of chocolate, with high artistic conception and rich imagination. Make full use of synaesthesia and bring the power of language into full play.
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 smoother the taste. The particle size of Dove cocoa powder is only 14 micron (50 micron is equivalent to the diameter of hair filaments). Therefore, Dove chocolate emphasizes the silky taste of the product.
M & ampm Chocolate: Come to the bowl.
It turns out that this is probably the most successful advertisement in China in recent years. There is a memory, a smile, which can be used to spit. Relaxed and happy, not vulgar. Interestingly, the team planning this advertising idea claimed: "The original logic of (advertising) is very simple, that is, to make a nonsense advertisement."
Don't you understand? It doesn't matter. Some friends who work on Mars interpret this advertisement like this:
Morning & the goal of AMPM bean is-"only in the mouth, not in the hand";
B. So, putting M beans in the bowl is an insult to their raw value-"Why do you have to put me in the bowl when I obviously won't melt in your hands?" This is an insult to the dignity of Dou! " ;
C. "use a bowl, use a bowl, don't decorate too much. Don't I taste bad! " .
In fact, most advertisements on TV are lively, simple and safe, and rely on a lot of communication and repeated communication to ensure the advertising effect, much like genre films, with fixed routines and stems. It is difficult to make a difference in the advertising of fast-moving consumer goods. This advertisement is realized in a very simple way and can be called a wonderful product.
Pepsi: the choice of a new generation
Before this advertisement appeared, PepsiCo made a market survey. Investigators found that when consumers choose soft drinks, they actually make three choices. First of all, they made 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 begin 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 vitality and innovative spirit, and it is a fast-growing enterprise that catches up with the first, but its shortcomings are recklessness and even a little domineering. The positive comments on Coca-Cola are: the embodiment of the United States, Coca-Cola is a "real" real cola with obvious conservative tradition; Disadvantages are old, slow, pretentious and a little organized. So Pepsi chooses teenagers as its image. Young people are full of fun, excitement 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 happy childhood, but also reminds everyone of the old brand of Southern Black Sesame, and also helps it become one of the many old brands that have returned to the mainstream market and returned strongly. The advertisement directly conveys the product characteristics of sesame with rich fragrance and smooth taste, and creates a "warm" atmosphere for the southern black sesame paste, thus attracting the audience's attention.
At the same time, the close relationship between advertising language and audience is also complementary. There is no doubt that the main audience of the advertisement is children, and it really touches children, because for us as children, whenever we hear the voice of this advertisement, we can't help swallowing.
Telunsu: Not all milk is called Telunsu.
"Telunsu" means "golden milk" in Mongolian and is also taken as "unique". While fully demonstrating the high-quality characteristics of Telunsu milk, it also emphasizes the individuality and uniqueness of this product, which is obviously different from other ordinary milk. At the same time, the slogan is concise and catchy, which also plays a vital role in the spread of 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, its market share has been among the best in the past seven years, not divorced from the market rules, but through the brand's appropriate feedback marketing situation, with a large number of members' purchase behavior affecting the consumption attitude of other customers.
When the brand Telunsu milk has become a symbol, "gift box milk" has also 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 and tired, drink red bull.
The advertisement of Red Bull first appeared after the Spring Festival Gala of 1995, and all consumers in China were informed with the phrase "Red Bull comes to China", and then it continued to occupy the advertising space of CCTV, from "The car needs gas, I want to drink red bull" to "I am thirsty to drink red bull, and I want to drink red bull when I am tired". With the aerial pull of a large number of prime-time advertisements and the construction of ground terminals, Red Bull was established in a short time.
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 F 1 Racing, Dakar Rally and NBA All-Star Team Selection. In sports marketing, Red Bull learns from beverage giants such as Coca-Cola and Pepsi-Cola how to combine sponsored sports with daily promotion, so as to close the distance with consumers and increase sales.
Xiang: When the cups are connected, they can circle the earth twice.
The reason why it is classic lies in the ingenious design of the designer. Advertising language does not directly state sales volume, but takes the earth as a model to let people imagine high sales volume by themselves.
At the same time, it also leaves room for the curious. How long does it take to circle the earth twice? This problem itself is a 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 advertisement is very clear: one is to go around the earth several times, and the other is to lead the sales, that is, to let consumers know that we have sold so many goods in one year and led the national sales for seven consecutive years. It is not beautiful or beautiful, even a little boring, but consumers go to the supermarket to buy products, knowing that there are many people who buy incense and will choose incense. "
Twist, lick and soak.
Oreo, as the king of Kraft's best-selling biscuits for a century, has successfully "soaked" consumers with the image of "twisting, licking and soaking" and maintained the durability of the brand.
Oreo's advertising focuses 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 advertising has always been dedicated to representing excellent quality and happy and warm family memories. In a simple and powerful way, through twisting, licking and soaking, the small fragments of daily life are outlined, presenting a beautiful scene shared by families and showing a life full of childlike joy and sweet and warm family happiness.
Although almost all Oreo TV advertisements repeat the way of "twisting, licking and soaking" over and over again, its beauty 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 of sharing Oreo is the moment of sharing sweetness with family, making Oreo a messenger who brings joy to family.
After years of communication, Oreo's "Twisting, Licking and Soaking" has gone beyond the superficial meaning of advertising slogans and internalized into the essence of Oreo brand-it is the best-selling biscuit, which is delicious and fun, warm and interesting.
Master Kong braised beef noodles, delicious and visible.
As the first generation slogan of Master Kong's braised beef noodles, the phrase "delicious and visible" has become the imprint of instant noodles across the times.
Looking back on the history of the instant noodle industry since 1992, if the complexity is simplified, there are actually two clues to the innovation of instant noodles, one is the change of taste, and the other is the innovation of categories.
Before Master Kong entered the inland, the market was dominated by old Beijing instant noodles, but at that time, the product form was single, not only with seasoning packets, but also without real materials. Then, Uni-President Group, the largest instant noodle product enterprise in Taiwan Province Province, settled in the Mainland. Although it is big, it is miscalculated in taste. According to Yang, a senior agent of Henan Kangtong instant noodles, "Uni-President first entered the market mainly with seafood taste, but unfortunately the light taste is suitable for Taiwan Province Province, and it is not so popular in the inland."
However, Master Kong chose "Braised Beef", which is a popular taste and has a high degree of acceptance. The phrase "delicious and visible" highlights that the seasoning contains real materials, and it is the first to introduce three kinds of seasoning packages in China, which enriches the taste of instant noodles. In that era when there were few taste choices, the whole country was amazing. Veal granules and freeze-dried vegetable bags are icing on the cake for instant noodles, laying the foundation for Master Kong to dominate the instant noodle industry.
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