Beer is an industry destroyed by price war, so there is craft beer.

Demand:

1. Beer is not just needed. Generally speaking, buying beer has the characteristics of "scene triggering" and "emotional buying".

2. Many users don't know much about craft beer. They don't know how good craft beer is (that is, it may not be necessary to drink craft beer at first).

Action cost:

Is craft beer really so delicious?

Is zebra craft really so delicious?

Solution:

Bottle 12: Share wine with friends.

6 bottles: one person can drink, buy, try and give away (bottles can print photos).

All in all,

1. The initial state of users is that they don't know much about craft beer, or they know craft beer, but they don't know much about zebra craft beer. Copywriting strategy focuses on describing delicious beer, convincing it is really delicious, and encouraging people to buy (want to taste it).

Zebra is a new brand, and its users are not familiar with it, so it is written in a "news style" way, just like objectively reporting a popular thing and benchmarking pure German beer.

Beginning: arouse curiosity

Talk about "what brand of beer do you drink" as a friend, and then lead to Obama's love for craft beer, which is very popular in several European countries. This opening has certain news characteristics. It seems to tell a current fashion and arouse users' curiosity about "this delicious beer"

Building trust: Is it really so delicious?

1. The so-called tradition of beer industry: the difference between industrial beer and craft beer is that it does not use cheap materials and is fully fermented.

2. "Popular lover" in craft beer: Comparing the tastes of three kinds of craft beer on the market, it shows that it is a "popular lover" taste.

3. What kind of good wine do China people like best? Passers-by commented blindly, and in the summer, Huang Lei and the embassy in China spoke for them.

Pushing orders: four strategies

Just cause: share with friends or have a drink with yourself and give it away.

Value building: the cost of similar teams and technologies in the market exceeds 16 yuan.

Price anchors: "exclusive price for fans" and "a cup of coffee 1/2" urge users to place orders.

Scene use: the beer glass is very thin, which is very comfortable to hold in your hand, and it is very big in your mouth, which makes it more refreshing to drink. When ice wine is poured into your mouth in a big caliber, you will suddenly understand what "taste buds climax after climax"

Logical summary: There is a delicious beer popular now+Why is this beer so delicious+You must try it, and it is not expensive.

1. The beer wort brewed by this method has a very low concentration and a very light taste. Known as "water beer" by beer lovers (as light as water), it has the taste of cooked rice, which makes people disappointed. It contains some bad substances, and it is easy to have a headache if you drink too much.

Comments: Water beer explained in time that it was "as light as water". Describing the taste as rice is vivid, and "disappointing" enhances the disgust of this matter; Behind the bad substances, it is pointed out that "drinking too much has a headache" and the specific harm to users is pointed out.

2. Crafted beer: Brewed with pure malt, without any cheap ingredients, after 1 to 2 months of full fermentation, the brewed wine wort has high concentration, mellow taste and full aroma! When you are drunk, you won't get hot-headed. When you woke up, nothing happened. You can do whatever you want.

Comments: Talk about pure malt brewing, and make clear the interests of users. "If you are drunk, you won't get up and wake up with nothing."

3. The first two kinds of wine belong to individual players, some people like it and some people don't like it very much. German wheat beer is like a "popular lover" in craft. Most people feel good after drinking it, at least they will not reject it.

Comments: Comparing different preferences to "individual players" and "mass enthusiasts" is very concrete and vivid.

The staple food of German wheat is 100% wort. You can't mix rice, corn or any fruits or spices. You must brew a wine rich in 100% pure wort, which is pure and delicious in the hearts of Germans.

Comments: Simply talking about 100% pure wort liquor is not very impressive, and "pure and delicious in the hearts of Germans" makes people feel unclear. ...

5. When the zebra craft wine is poured into the cup, the wine is particularly bright golden yellow, neither deep nor shallow, just like its taste, neither light nor strong, just right balance.

Comments: The color and taste of wine set off each other and mobilized many senses.

6. At the first bite, your tongue will taste the mellow and rich malt flavor, and you will suddenly find that malt can be so fragrant! It is thicker and more bitter than industrial beer and fruity monosodium glutamate, but it is not too bitter. Bitter taste will flash at the root of your tongue, and then it will exude a sweet taste similar to honey, and your nose will be filled with wheat fragrance for a long time.

Comments: here, pain is a feeling of process, which flashes by and then diffuses ... people follow this process and their senses are mobilized. The sweetness also uses the metaphor of "similar to honey", which is vivid.

7. Industrial beer tastes very light and astringent after being washed with boiling water, and the entrance has tingling and numbness. When you drink German wheat beer, you will find the wine particularly cool and fresh, just like freshly squeezed fruit and vegetable juice with ice cubes, and it tastes very soft and smooth. "Gulp, gulp, gulp, gulp, gulp, gulp, don't have pressure.

Comments: Use "the dullness of boiling water" to describe the astringency of industrial beer, use "freshly squeezed fruit and vegetable juice with ice cubes" to describe the refreshing feeling of wine, and use an action scene to vividly describe the smooth feeling of drinking, which is very smooth.

This wine contains three kinds of hops imported from Germany. When your nose is close to it, you can smell the fragrance of wheat, flowers and tropical fruits, which makes you feel relaxed and happy.

Comments: After smelling the fragrance, add a sentence "Feel relaxed and happy" to make it more immersive and emotional.

There is no complete story here. The only place where you can tell a story is to "test which one tastes better". Excerpts are as follows.

Different types of German wheat processing have different colors and flavors. Which do China people like best? In order to solve this mystery, the zebra team came up with a "stupid" method-stop people, please drink! "There are 8 glasses of wine on the table, and there is no bottle label. It only says No.65438+No.0 to No.8. After drinking, please ask people to classify which one is delicious and which one is not. "

The test lasted for six months. A total of 2437 passers-by were found in Sanlitun, Beijing, iapm, Shanghai and China Resources Vientiane City, Shenzhen. A total of 36 wines were tested before and after the test, and 18 imported wines were independently developed.

"This German wheat has the highest comprehensive score. When 8 wines PK, he is basically the top 3. " Most boys rated it as "rich in wheat flavor", "full in taste" and "particularly smooth", while girls rated it as simple, "delicious", "very fragrant" and "very fresh".

Zebra team determined the formula and started a low-key sales test, which got good customer feedback.

Logic:

First of all, explain the purpose of the test, which one China people like best, arouse their curiosity about the experiment and help them understand it later.

Then, explain various settings and explain the objectivity of the experiment (indirectly prove the credibility of the experiment). No bottle label, six months of testing, how many people were found, how many wines were tested and so on.

Finally, specific user feedback is given, and the experimental conclusion is given qualitatively and quantitatively.

This article doesn't have much chicken soup ending, but I think the questions in it are very good and can be called golden sentences.

1) What brand of beer do you drink?

Just like a friend asking you, what do you like? Very kind, opened the distance.

2) What kind of craft do China people like best?

The "China people" here are well used and have a sense of group identification. At the same time, if the experiment proves that most people prefer this kind of good wine, they will be labeled as "China people love to drink", which will lead to herd mentality.

Analyst: Little Angel

Micro signal: Laomao20 18S