Mengniu's advertising words

Mengniu's advertising vocabulary is always

Article 1: The slogan of Mengniu Company

When commenting on the rapid growth of Mengniu Group under the leadership of Niu Gensheng, a common word is: "miracle." The track of this "miracle" is: In three years, Mengniu Dairy has ranked among the top four in the industry and successfully built a well-known trademark in China. 1999, Mengniu Dairy achieved a sales income of 43.65 million yuan in the year of its establishment; In 2000, the second phase of the project was put into use, achieving a sales income of 294 million yuan; In 2002, the third phase of Mengniu Project was completed, with sales revenue exceeding 2 billion yuan. It reached 5 1 100 million yuan in 2003.

Facing the saying of "Mengniu Miracle", Niu Gensheng explained: "Just as painters and painters can't achieve masterpieces handed down from generation to generation in a short time, they all need to accumulate. Actually, Mengniu is the same. Mengniu is not a company with three to four years. From the perspective of china dairy, the history of our development is not three or four years; From the perspective of the whole industry, our team has been in management for the longest time. I have been engaged in dairy industry for 25 years, in the pasture for 5 years, in Yili Group 16, plus Mengniu for more than 4 years, that is, 25 years. There are four or five hundred people in our whole team from Yili Group, which should be said to be the most distinctive four or five hundred people in Yili Group. So don't be misled by the four years after Mengniu was founded. "

Original advertising words:

Challenge, surpass

Please come to our grassland.

Milk from the grassland

A glass of milk makes a country strong.

A catty of milk a day makes China strong.

Nature has given you more.

Ziranhao taste

True self new sound generation

Love to drink and love yourself.

A partner in the morning and evening is more nutritious.

The Chinese dream is very strong

Grow up happily and be a good partner.

Learning astronauts have three glasses of milk a day.

Green your mood

The ups and downs are all mine.

China astronaut special milk

Chapter two: Mengniu advertisement

Mengniu is one of the leading dairy producers in China today. Established in 1999, the brand has developed rapidly along the way. And how did Mengniu build its brand into a top brand in china dairy in just a few years? There are many secrets of his success, among which the most worthy of people's attention and research is his excellent advertising marketing strategy-sizing up the situation.

(a) Brand creation-completed by Yili

From 65438 to 0999, Mengniu was founded, and its economic strength and brand strength were very thin. At this time, Yili Dairy is already the first brand of grassland milk. How does Mengniu occupy a place in front of such a powerful opponent? Mengniu people came up with a wonderful strategy-follow the trend.

Mengniu put forward the concept of "building the second brand of Inner Mongolia dairy industry", relying on Yili's brand resources, standing on the shoulders of giants to see the world. Put yourself below one person and above ten thousand people, leaving other competitors far behind. At the same time, in the later development, Mengniu shouted the slogan of grassland brand "one glory, one loss", and then put forward the slogan of "refueling for Inner Mongolia". He didn't put forward the competition and confrontation with Yili, but took Inner Mongolia as a whole concept, all of which were fighting for the dairy industry in Inner Mongolia and implementing the "* * * win-win strategy". It is this strategy that has enabled Mengniu to gain a firm foothold and a solid foundation, and has not let itself fall into terrible competition.

(b) Toddling-borrowing from the national dairy market

From September 2000 to February 20001,Mengniu launched a public service advertisement-"Come on for Inner Mongolia, China is the milk capital". In Mengniu's advertisement, either from Yili, learn from Yili, or from the national dairy market, "strive for the national industry." Mengniu made competitors bow their heads, making them speechless and reducing a lot of unnecessary troubles. Mengniu's publicity activities not only won a good development environment for itself, but also established a good brand image for the enterprise.

Mengniu also made an amazing move-spending 200 million yuan to build Mengniu Australia-Asia demonstration pasture in Hohhot. This ranch integrates European, American, Australian and Asian techniques of planting grass, raising cattle and milking, just like a "Ranch United Nations". After the demonstration ranch is completed, the policy of opening to the outside world will be implemented, and anyone can come to visit and study, even competitors. This is because the starting point of building a pasture is not for its own market, but for the dairy market of the whole country. Come here to learn from the experience of advanced countries in raising cattle, improve efficiency, catch up with the pace of advanced countries and seek benefits for the country. Mengniu's action not only made a good publicity for itself, but also seemed to be a public welfare undertaking, which won a good reputation and made an important promotion for the establishment of brand image.

(3) rapid development

1, borrow the Olympic bid

200 1 Beijing's bid for the Olympic Games, Mengniu was the first to stand up. We donate100000. Cheer for the Olympics and cheer for China. "A catty of milk a day makes China strong" and "China Niu" are popular advertising slogans at this time. With the momentum of the Olympic Games and the interests of the country, Mengniu people took this opportunity to attract the attention of consumers, and their efforts were richly rewarded. Below (figure

(1) and (2) are advertisements featuring "China Bull" after the Olympic bid:

(Figure 1)

(Figure 2)

In figure 1, the subject is a weightlifter. He was full of strength and passion, shouting. He is cheering for himself, for the Olympics, for China and for Mengniu. Below is milky white, like flowing milk. In the lower right corner is the image of the Temple of Heaven and other Chinese-style buildings formed by milk, which highlights the characteristics of Mengniu's refueling for China. Figure 2 and Figure 1 are a series of works of "China Cattle", but the main body is replaced by an enthusiastic audience who are cheering for the athletes. It is also from the perspective of consumers to look at the Olympic Games and Mengniu brand. What remains unchanged is that we will also cheer for China and Mengniu.

2. Borrow "Shenzhou 5"

During the SARS in 2003, many enterprises stopped advertising in succession. Mengniu not only did not quit advertising, but also increased advertising and increased the intensity of public service advertising. After SARS, it was immediately rewarded by the market. June 65438+10/October 65438+June 2003, "Shenzhou 5" returned smoothly, which was an epoch-making event in the history of the Chinese nation. This is a once-in-a-lifetime marketing opportunities. Mengniu just saw this and said, "Raise your right hand and cheer for China!" As a slogan, the advertisement of "special milk for astronauts" was launched and appeared on street signs and buildings in major cities. Mengniu's TV advertisements also appeared in the programs of dozens of TV stations all over the country, and "Delivery-Replenishment-Docking" (/programs/view/W2tqpwgc4/) was broadcast simultaneously on all channels of central and local TV stations. Because of this opportunity, Mengniu's sales have also increased greatly. A big step to occupy the market.

Figure 3 is one of a series of advertisements "Raise your right hand and cheer for China". The elderly athlete smiles at the consumers, with the blue sky behind him and the Tiantan in Beijing in front. From this point of view, the astronaut's image is great. She proudly raised her right hand. She is cheering for the aerospace industry, China and Mengniu.

(Figure 3)

3. Make a splash-Super Girl

If "bidding for the Olympic Games", "SARS" and "God's Five Ascension to Heaven" are all opportunities, then "Super Girl" is to create momentum and achieve very ideal results. In 2005, Mengniu Dairy Group and Hunan Satellite TV jointly created the "Mengniu Yogurt Super Girl" young girl show, which caused a strong shock throughout the country. He played the banner of "super girl" and brought great benefits to himself. Mengniu's planning scheme in super girl advertising is unique. The "super girl" craze swept the country. At this time, Mengniu also launched a series of milk such as "Super Girl Yogurt", "I am sour and sweet" and "I want to sing", as well as super girl posters and film and television advertisements. With their products. As shown in Figure 4 below, the advertisement is clear and straightforward, with a pink background, such as a beautiful young girl and a sour and sweet' Mengniu Milk'. The beating notes are the symbol of super girl, with yogurt in their hands. "Love us and love yogurt" is their subtext.

(Figure 4)

Mature stage

So far, Mengniu has been one of the great industries to revitalize the nation. It has developed quite maturely, so it doesn't need to put itself in the second place humbly as it did at the beginning of branding. Can launch their own series of products, divided into different audiences and medium, high and low-grade products. For example, Telunsu introduced true fruit granules. The picture below (Figure 5) shows the new product "True Fruit Granule" launched by Mengniu endorsed by Xu. In the picture, Xu gracefully holds the real fruit granules and introduces them to consumers with the characteristics of "dancing between lips and teeth". From the real fruit, fresh fruit and dancing milk generate come out. The overall picture gives people a sense of tranquility and peace, and people can't help but want to taste real fruit easily in such an environment.

(Figure 5) Whether it is the Olympic bid, SARS, Shenzhou 5's ascension to heaven or Super Girl, Mengniu is doing its best to show us its excellent advertising marketing strategy-sizing up the situation. In the wave of progress, we should analyze the current situation and get twice the result with half the effort, so as to gain a place for our products and develop faster. Successful marketing is worth learning from. Mengniu is an ideal brand of national industry. Although there have been twists and turns, they are all exploring the way forward with actions and practices, striving to develop their own brands, creating excellent models for the development of the nation and contributing to the growth of the national economy.

The third article: coffee advertising script Mengniu real fruit script advertising words

1. If you keep drinking like this, Mengniu will be out of stock.

2. Why does Premier Wen want everyone to look up at the starry sky? Because Mengniu's real fruit is the myth of the starry sky!

You think about me in class. Drink my energy, will you not study well?

My father is drinking the fruit that my mother bought for me. It turns out that my mother loves me the most. 5. I want the strength of Mengniu and the taste of real fruit!

Mengniu True Fruit Script (Music Plays, Soothes the Earth)

Mom (opens the door and puts things on the table): We always like it. Mengniu is a real fruit. (Footsteps, chaotic and hurried)

Little boy: Mom, you bought my favorite again ~

Little girl: Mengniu is a real fruit, mom, I love you! I want to drink! (Music mingled with the laughter of the whole family)

Narrator: true fruit, witness of love, Mengniu true fruit.

Chapter four: milk advertising language

Mengniu yogurt, I want my taste. . . .

If you want nutrition, you can take me with you

Walnut flowers and milk fragrance

Pure, just fine.

A glass of milk makes a country strong.

I like sour and sweet. It's true. Every day is new to me.