USP is a "unique sales proposition". Two fat fathers and sons bought drinks in front of a drink shop in beach clothes; I saw a poster on the farmer's orchard, which said, "Farmer's orchard, shake it before drinking"; So the father and son raised their hands and twisted their bodies funny and lovely, and the beautiful salesgirl looked at them suspiciously; (Turn the camera) Oral broadcast: shake three kinds of fruits in the farm orchard before drinking; (Foreground) The two fathers and sons, who kept twisting their butts, walked away. When I first saw this advertisement, I was happy at first, and then I was very excited-a great classic concept appeared in China marketing circle! Yangshengtang, a highly competitive industry and a classic marketing communication concept, will create another marketing miracle! We have to admire the comrades of Yangshengtang! Unify the main female consumer market and shout the slogan "Drink more and be more beautiful". Master Kong, Jianlibao and Huiyuan also took the beautiful route. Master Kong signed Liang Yongqi to cheer for the "Daily Juice C", and Jianlibao hired Ayumi Hamasaki, the Asian pop diva, as the image spokesperson for the "fifth season". After a period of publicity, Huiyuan invited Gianna Jun, a popular Korean movie star, as the spokesperson of "Real Fresh Orange". In the PET-packed juice market, there are many beautiful women all of a sudden. Later, the farmer's orchard "was not confused by the beauty of women" and made extraordinary efforts. Thirdly, it uses differentiation strategy and takes an action as its unique brand recognition-"shake". This is a great idea! Made of three kinds of fruits, shake well before drinking. "Shake" is the most vivid and intuitive hint to consumers. It is made of three kinds of fruits, and shaking can make the taste even. In addition, what is even more wonderful is to convey the concept of high fruit juice content-because my fruit juice content is high, I can shake thicker substances evenly with a shake. Behind the "shake" is the subtext of "I have the goods". Before the advertisement was printed in the farmer's orchard, many fruit juice drinks and even oral liquid products would have such a row of small words on the packaging-"If there is precipitation, precipitate the pulp (active ingredient), please shake it well and drink it safely". This row of fine print seems to dispel a misunderstanding-that is, if there is precipitation, it doesn't mean that my product is broken. Shake it well and drink it. In fact, it is a good selling point-it proves that the product has a high juice content, but this language has been used in various packaging for many years, and no one has ever paid attention to the "ugly duckling" in the corner. The white swan was found in the farmer's orchard, dressed up beautifully and packaged into a star-a wonderful slogan "shake before drinking" became a unique selling point. At the same time, in terms of perceptual identity, "shake" makes the propaganda appeal very different from similar juice products, and increases consumers' memory with its unique fun and entertainment.