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

Demand:

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

2. Many users don't know much about craft beer and don't know how good it 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: Enjoy wine with friends.

6 bottles: one person drinks, buys, tries and gives away (bottles can be printed with 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 the delicious beer, persuading it to be really delicious and inspiring people to buy (want to taste).

2. Zebra is a new brand, users are not familiar with it, so writing in a "news style" way is 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, which seems to tell a kind of 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 raw 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. In summer, Huang Lei spoke for the embassy in China.

Pushing orders: four strategies

Justifiable reason: share with friends or have a drink with yourself and give it away.

Value creation: similar teams and technologies spend more than 16 yuan in the market.

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

Scene use: the beer cup is thin, comfortable to hold in your hand, large in your mouth and more refreshing to drink. When ice wine is poured into your mouth with a large caliber, you will suddenly understand what is called "full climax of taste buds"

Logical summary: there is a kind of delicious beer that is popular now+why this kind of beer is so delicious+you must try it and it is not expensive.

1. The beer wort brewed in this way has a very low concentration and a very light taste. Known by beer lovers as "water beer" (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 explains "as light as water" in time. Describing the taste of mature rice is very vivid, and "disappointing" enhances the sense of disgust; Behind the bad substances, point out that "drinking too much has a headache" and point out the specific harm to users.

2. Crafted beer: Brewed with pure malt, without adding 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 can't get up. If you wake up, you will have nothing."

3. The first two kinds of wine belong to individual players, some people like to drink, some people don't like it very much. German wheat beer is like a "popular lover" in the 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.

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

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

5. Zebra craft wine is poured into the cup, and the wine presents a particularly bright golden yellow color, which is 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, mobilizing multiple 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 not too bitter. Bitter taste will flash at the root of your tongue, and then it will exude a sweetness similar to honey, and the nose will be filled with wheat fragrance for a long time.

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

7. Industrial beer tastes bland and astringent with boiled water, with tingling and numbness at the entrance. When you drink German-style wheat beer, you will feel that the wine is particularly cool and fresh, like freshly squeezed fruit and vegetable juice with ice cubes, which tastes very soft and smooth. "Gulp, gulp, gulp, gulp, gulp, gulp, don't have pressure.

Comments: The astringency of industrial beer is described as "the dullness of boiling water", the coolness of wine is described as "freshly squeezed fruit and vegetable juice with ice cubes", and the smoothness of drinking is vividly described by an action scene, 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, adding a sentence "Feel relaxed and happy" makes you feel 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" way-stop people, please drink! "There are eight glasses of wine on the table, and there is no bottle label. It only says 1 to the 8 th. After drinking, please ask someone to sort 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 kinds of wines were tested before and after the test, and 18 imported wine with 18 style was independently developed.

"This German wheat has the highest comprehensive score. 8 When drinking 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".

The zebra team decided on 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 do China people like best, arouse curiosity about the experiment, and contribute to the subsequent understanding.

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 conclusions are given qualitatively and quantitatively.

This article doesn't have many chicken soup ending words, 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 identity. At the same time, if the experiment proves that most people prefer this fine wine, they will be labeled as "China people love to drink", which will lead to herd mentality.

Analyst: Little Angel

Micro signal: Laomao20 18S