"Drink Yuan-flavored milk tea and taste Yuan-flavored life."

This is the advertising slogan designed by Fang Qiwen for Yuanwei Milk Tea. It is said that it was specially designed by an advertising company.

There isn't even an agent.

Just a cup of rich milk tea passed through the beauty, and it was placed there quietly, and then this very literary slogan was read out.

A single advertisement lasts a little over one second, and is played three times in a row, occupying a 5-second advertising space.

When Zhou Buqi first saw this advertisement on Yanjing Channel 2, he was stunned for half a minute.

Angry!

Which second-tier advertising company did this?

This is nonsense!

At first glance, it seems that my understanding of marketing theory is too shallow.

The essence of marketing is deception.

We use psychology, sociology, philosophy, humanities and other professional knowledge to legally and reasonably gain trust, brainwash and deceive consumers, so that they spend money willingly.

In fact, the slogan "Drink Yuanwei milk tea, taste Yuanwei life" already shows the element of deception.

Can you enjoy life after drinking milk tea?

However, this is too low-level deception.

The truly advanced form of deception is actually brainwashing.

Guide users to consume through advertising slogans with clear direction.

What is a directional advertising slogan?

The most classic one is the melatonin advertisement - give melatonin as a gift.

Clearly tell consumers that when giving gifts, they must give melatonin. Of course consumers will not believe it, but they have been subconsciously affected. When giving gifts, they will think of melatonin immediately.

Another example is the slogan of Red Bull: "Drink Red Bull when you are sleepy and tired." The slogan of Dongpeng Special Drink: "Drink Dongpeng Special Drink when you are tired and sleepy."

They all have clear directions and subtly tell consumers that when they are tired, please drink Red Bull or Dongpeng Special Drink, which has achieved great success.

Another example is the most popular Wanglaoji herbal tea in the market now - if you are afraid of getting angry, drink Wanglaoji.

It also has clear directionality.

The first advertising slogan of Yida chewing gum was - "Your Yida, no, it is your Yida." It expressed the love between men and women without any behavioral direction.

The result is that advertising is overwhelming, but sales are mediocre and market feedback is not good.

Later, Yida made a special trip to the United States to seek advice from marketing masters, and changed its advertising slogan to "Chew Yida after eating and drinking." The direction was immediately clear, telling consumers that after eating and drinking,

, want to chew Yida!

This time, sales of Yida chewing gum finally surged.

Not only the physical market, but also the Internet.

Taobao's shopping cart added a "" sign, and the order rate increased by 15%. Later, it was changed to "add to shopping cart", and the order rate doubled again.

It is to guide consumption through behavioral guidance.

Zhou Buqi has his own unique insights into the design of the advertising slogan for Yuanwei Milk Tea.

Like Xiangpiaopiao's "If you connect them together, they can circle the earth" and Youlemei's "You are my Youlemei" may seem good at first glance, but this kind of advertising slogan seriously violates the marketing theory.

In other words, the niche market of solid milk tea is not that competitive. If a strong competitor like Yida appears... Xiangpiaopiao and Youlemei will be completely ruined.

Both of these slogans are too literary.

In comparison, Xiangpiaopiao is more popular, so the sales volume of Xiangpiaopiao is higher than that of Youlemei.

In the conference room, Zhou Buqi looked serious and expressed dissatisfaction with Fang Qiwen's previous work, "Director Fang, you used to be the vice president of Lehaha. You should know that Lehaha has released a fruit milk, right?

"

Fang Qiwen was a little confused. After all, in his opinion, the development of the milk tea factory in the past few months has been very smooth. He even reached a cooperation agreement with a beverage factory. Once the order volume is large, he will ask them to help with OEM production.

.

"Yes, I know."

“What does that slogan say?”

"It seems...Mom, I want to drink Lehaha fruit milk."

"How are sales?"

Fang Qiwen said solemnly: "It's very good. It can be said that this product and this advertising slogan have allowed Lehaha to successfully complete its transformation from a health care product company to a beverage company."

Zhou Buqi said: "Yes, an excellent advertising slogan is decisive for a company or a product. The human brain is very lazy and does not want to expend energy to understand highly complex information. And people are accustomed to it.

Sexual animals will regard familiar things as habits. Keeping consumers in the habit of action is the prerequisite for excellent advertising slogans!"

As soon as these words came out, the conference room was extremely quiet.

Everyone understands.

Young boss Zhou is very dissatisfied with Yuanwei Milk Tea’s advertising slogan.

Zhou Buqi waved his hand and said firmly: "A classic advertising slogan is not about being interesting, beautiful, or impressive, but it must have clear instructions for action."

Fang Qiwen frowned and said tentatively: "Drink Yuanwei milk tea and taste the life of fate... This is also directional, right? Tell consumers that drinking our milk tea can taste the life of fate."

Zhou Buqi smiled angrily and said, "Director Fang, please tell me what is a life of fate?"

Wu Gaoyi felt that he was a bit aggressive, so he coughed lightly and said, "Mr. Zhou, we are all rough guys and don't know anything about marketing and advertising... Just tell me, what should we do?"

Zhou Buqi said: "For physical products, marketing is very important. Director Fang, Director Wu, Director Xu, and Director Liu are all here. You need to understand what the true meaning of marketing is. This is very important to you in the industry.

It is of great help to run business outside and attract customers. The word "fate life" is too complicated. When people watch advertisements, they are often dumb and no one uses their brains to think, so the advertising content should be simple and clear. "

Everyone nodded.

I think it makes sense.

College students are college students, they are really different.

Fang Qiwen was quite ashamed and embarrassed. He was also a college student and graduated from Zhejiang University, a prestigious school.

Zhou Buqi continued: "Advertising slogans should not artificially create conflicts between consumer experience and habits. We should plan the best way to integrate the product into the living environment, encourage people to use it, and subtly become consumers' new habits and experiences."

.'Drink Yuanwei milk tea, taste Yuanwei life', the direction of this advertising slogan is feasible, focusing on love relationships. Milk tea is originally targeted at young consumers, and the market positioning is accurate."

Fang Qiwen said: "It should be simpler, brighter and more direct, just like melatonin. When giving gifts, only melatonin is given. It is so simple that it is even a little crude, but it is well-known to every household."

“So what should be the advertising slogan for Yuanwei milk tea?”

"Want to fall in love? Please drink Yuanwei milk tea."

"It can be more direct." Zhou Buqi shook his head, thinking of two stars in his mind, "You can ask Su Youpeng and Xu Wenxuan to shoot an advertisement, sit on a bench in the park, hold a cup of milk tea, and say 'fall in love'

, just drink Yuanwei milk tea.'"

The program "Run, Brother" has been confirmed, and the guests have also been confirmed, namely the three members of the Little Tiger Team, Wang Baoqiang, Sun Honglei, Chen Weiting and Xu Wenxuan.

Originally, Xu Baihui said she wanted to invite a handsome guy from F4 to take on the role of good looks, but was later rejected by Yanjing Television. The reason was that the three members of the Little Tiger Team are all from Baodao, and if they recruit guests from there, the impact would be bad.

Just get it from the Hong Kong government.

Then I found the handsome boy Chen Weiting.

As for Wang Baoqiang and Sun Honglei, they were requested by Zhou Buqi by name. If those Hong Kong and Taiwan stars are irresponsible, idols have too much burden and are unwilling to work hard to be funny, then Wang Baoqiang and Sun Honglei can hold up the scene.

Moreover, they are not famous yet, they are cheap, have good personalities and are obedient.

According to the current schedule, the show will start filming in April next year and will continue filming until June.

It will start broadcasting in May, with 2 episodes broadcast every weekend, for a total of 24 episodes, which will be broadcast until the end of the summer vacation in August.

At this stage in 2005, there were no entertainment restrictions.

There is no schedule limit, and there is no hard requirement that it must not exceed 12 issues.

If nothing else happens, this reality show will be a great success. At that time, the advertising effect of Su Youpeng and Xu Wenxuan will be greatly increased. Not only that, Yuanwei Milk Tea will also be the title sponsor of this show.

When Zhou Buqi started a variety show, it was also to promote Yuanwei milk tea.

No one had anything good to say about the slogan "When you're in love, drink Yuan-flavored milk tea." The big bosses all spoke up, and they also made a lot of very reasonable truths, and it was impossible to refute it.

However, Wu Gaoyi still discovered something very keenly and asked: "We all know that Su Youpeng is the big star of the Little Tigers. Who is Xu Wenxuan?"

"Ahem, a student from the Nortel Performance Department." Zhou Buqi felt guilty.

Wu Gaoyi looked at him deeply, "You're not famous, are you?"

Zhou Buqi pretended not to know, "Really? I don't know too well. It was arranged by Yanjing TV Station. She will be the only permanent female guest in the program "Run, Brother". Once the program is released, she will definitely become famous.

.It is appropriate for her to be the brand spokesperson. I will contact Jieyu Media later and sign the endorsement contract."

Wu Gaoyi nodded, his eyes flashing.

…
To be continued...