"Love you equals love yourself" seems to be the first time in Wahaha.
Classic lines: I only love you-Wahaha pure water
Attachment: Robust is an advertisement made by Liming!
Drinking water advertising is in full swing, and the three giants are inextricably linked.
A drop of Robust pure water has gone through a 27-layer purification journey, which has established an unparalleled good image of high-quality water. I believe this TV advertisement must have left a deep impression on you.
To some extent, the bottled drinking water industry in China has formed the market structure of Wahaha, Robust and Yangshengtang, and the advertising campaign has played an important role.
Idol star strategy has always been the basic strategy of beverage industry. Pepsi and Coca-Cola have been involved in a number of international superstars, such as Lionel Richie, Michael Jackson and Madonna. 1996, Wahaha Pure Water promoted Wahaha to the first place of bottled drinking water in China by selling "I only have you in my eyes" on Jinggangshan, and then determined the emotional star route of Wahaha; 1998, Wahaha wanted to take advantage of the popularity of Titanic, appointed Mao Ning as the spokesperson of Wahaha pure water, and began a national tour with a song "You are the only one in my heart". At the same time, Wahaha sells pure water while walking, and 12 city signed a contract to sell water, send songs and send tapes. Mao Ning's healthy new image and affectionate singing have infected consumers, but its entertainment is more than commercial and its appeal is not strong, so it is not popular, and its overall promotion effect is not as good as Jinggangshan. This year, Wahaha launched image spokespersons Wang Leehom and Wang Leehom with advertisements of "Healthy, Pure, Love You, Love Him". They are both singers and composers, and they are powerful singers with great development potential. Last year, they won the most authoritative golden melody awards in Taiwan Province Province, namely "Best Male Singer" and "Best Producer". His sense of youth and urban fashion is the brand positioning of Wahaha pure water. Because Wang Leehom has a certain influence in Taiwan Province Province and even the United States, Wahaha naturally takes into account the internationalization of Wang Leehom; On the other hand, Wahaha challenges Robust superstar Dawn with a brand-new Wang Leehom fashion image. Both singers belong to Sony Records, the world's largest record company. However, a more advanced consciousness always carries greater risk factors, and the future development of Wang Leehom will always affect the image of Wahaha.
If the star-like mood is the main theme of Wahaha, the calm rational appeal is the sub-melody. When Wahaha accepted the challenge of Robust pure water in advance, it emphasized the first-class concept of equipment, technology and quality to counter the rational challenge of reducing Robust's aggressive 27-layer purification. In the mid-term article, the concept of "active water" is constantly introduced, highlighting the concept of "active water" products, and explaining its functions through popular science articles, highlighting that Wahaha pure water has high solubility and strong affinity with human cells, which can dissolve, transport and absorb nutrients more effectively, remove garbage in the body and promote human metabolism. Actually, water is still water Wahaha and Robust attract consumers with the same content, different angles and different demands.
Robust and Wahaha are the most valuable brands of purified water in Chinese mainland, and the rivalry between them is like the competition between Coca-Cola and Pepsi. Compared with Wahaha, calm and objective rational appeal is the long-term theme of Robust pure water. When the 27-story purification advertisement was broadcast, people accepted the impression of its tireless pursuit of high quality and unparalleled quality. At the same time, it has established an industry concept and standard, which is aggressive to other brands and has been received. In the 5th National Excellent Advertising Appraisal and the "Cotton Tree Cup", this advertisement won the gold medal in film and television advertising, which can be said to be a classic of rational appeal. However, with the development of Robust pure water's product life cycle, and in order to meet the challenges of market competitors, especially the attack of emotional appeal like Wahaha, Guangzhou Volkswagen strongly recommended emotional strategy at the end of last year: Robust should pay more attention to the wisdom and personality of emotional appeal on the basis of rational strategy, so they think that the most essential function of pure water is to quench thirst, and only emotional factors can increase the differences between brands, and the most direct way is star advertising. As for who to invite, the company has considered Chow Yun Fat, Jacky Cheung, Emil Wakin Chau, Aaron Kwok and so on. Even considered the hero of Titanic, but in the end it chose Dawn. Dawn was relatively young among the four heavenly kings at that time, with a good international image. She often participated in some charitable activities and was a goodwill ambassador of UNESCO. Please make an advertisement for Liming to enrich Robust's brand image, from rationality to sensibility. Robust decided to step into the emotional route.
1April 999 17 at 7: 30 pm, the latest advertisement of robust pure water' 99 premiered in CCTV prime time, and the advertising slogan of "purity, you and me robust" was launched. Since May and June this year, the public has gradually participated in the publicity of the new strategy. In July, Hunan Satellite TV's most popular local variety show Happy Camp held a dawn show. The response was very enthusiastic, and some people specially came from as far away as Jiangxi, Guangdong, Fujian and other places to attend, which can be described as a perfect combination of business and entertainment.
Water source is the theme that Nongfu Spring has been promoting: pursuing quality and health, which is a beautiful and unremitting dream. The advertising appeal of "Nongfu Spring is a little sweet" has received good results, but it still needs a lot of unremitting efforts to establish a brand image like Evian Paris Water Paier, and it needs to strengthen a delicate brand image to strengthen its own brand characteristics. A creative image like Pierre. I may want to seek a breakthrough in the dispute between natural water and pure water for primary and secondary school students. Too many advertising columns are concentrated in schools, giving people the impression that the target audience is a bit narrow. Moreover, too much emphasis on dramatic details without publicity makes advertising weak in conveying high-quality concepts. The image of China's high-quality water depends more on a few minutes of introductory feature films, the source-seeking promotion activities of Nongfu Spring and the sponsorship of China Table Tennis Dream Team. How to carefully create the image of China's high-quality water leader, brand image advertising is a proposition that needs to be broken through, creativity needs to be shocked, and it is also very important to establish the basic policy of integrated communication that conforms to "China's high-quality water leader".
"Good water makes you healthy" is more specific than "Nongfu Spring is a little sweet". The previous advertisement mainly talked about why Nongfu Spring is good water, and then the focus of the advertisement should be to make the bridge relationship between "good water" and "health" clear and strong. In advertising language, it is more powerful. But for ordinary consumers, although water-based health care is a better choice, sometimes it is easy to give people the impression of making a mountain out of a molehill. What's more, through the vigorous rendering of Wahaha and Robust, pure water itself is actually a healthy water with fashion trends. Therefore, the key point of the future bottled drinking water brand war lies in continuous creativity and continuous integrated marketing. Only in this way can the unique scenery of your brand last forever.