Aggressive advertising that cannot be ignored

Many people are no strangers to mentioning offensive advertising. Compared with the classic case, I think it should be the series of aggressive and astounding TV commercial campaigns that Pepsi launched for the market.

Before the campaign, Coca-Cola has been the leader in the global soft drink industry. There have been many companies that have copied drinks like Coca-Cola. But without exception, all the authentic Coca-Cola was defeated. PepsiCo has been founded since 1898 and can only survive on the edge of the market for a variety of reasons.

After being the president of PepsiCo, Steyr first positioned the market for his products in the younger generation after the war. He used young and energetic young men and women to advertise, and strongly slogan "Pepsi Cola: a new generation of choice." This advertisement insinuates that Coca-Cola is just a century-old antique, and it is not worthy of the vitality of the current young people.

Soon, PepsiCo invited people to drink Coca-Cola and Pepsi at some public places. After tasting, please rate the taste of both. Because many people like to eat sweets, most people prefer the slightly sweeter Pepsi flavor without brand effect. At the same time, those who participated in the test, like Pepsi, were also photographed and appeared on TV. This idea has made Pepsi a great success. If the advertisement at the beginning of Pepsi is just an insinuation attack on Coca-Cola, then this time, Pepsi can be said to completely tear off the camouflage, and played a beautiful white-knife battle with the delicious. The "test taste" move shocked the top of the company. They discussed that the taste of Coca-Cola could not meet the appetite of the new generation of public, and decided to change the old formula to improve the sweetness of Coca-Cola.

Unexpectedly, PepsiCo launched a new offensive new ad. The ad first introduced a question: "Why does Coca-Cola want to change the formula?", followed by a little girl who said with sadness: "They changed the taste." Next, the little girl took a bottle of Pepsi and drank it. After that, the little girl suddenly realized: "Hey, now I know!". This classic Pepsi advertisement not only once again shaped its reputation in the target consumer group, but also caused a large number of brand consumers who originally belonged to Coca-Cola to turn their backs. After the campaign, Pepsi finally reached the market position of the Pepsi-Cola chamber, and made the president of the Pepsi company, a truck driver, a legendary figure.

At present, with the introduction of policies such as the “Anti-Unfair Competition Law”, the aggressive advertising methods used by PepsiCo have been banned. However, offensive advertising can not be ignored by the merchants. After all, aggressive advertising is a powerful and powerful weapon against competitors' certain defects or shortcomings under the condition of low cost and low cost.

Aggressive advertising is more important or the soul is the problem of "selling points." Selling point shaping is the base of any advertising, especially for aggressive advertising. The main way to find offensive advertising is to determine the target competitors and their products, and then to study the competitors' products, advertisements or other marketing techniques, and then identify the future advertisements or other Spread the behavior and achieve the goal of expanding its own market

In order to make the problem concrete, we analyze it with the current health care products that are popular in advertising. The product is essentially a combination of multivitamins and minerals, and should still be a vitamin health supplement in the strict sense. Compared with the US vitamins occupying two-thirds of the total sales of health products, for some reasons, the market sales of vitamins in China have always been tepid. Even after this "heavyweight" product was put on the market, China's health care products market did not seem to have caused much embarrassment.

In all fairness, a series of advertisements for this product should be said to have many aspects worth learning.
I remember that when I first launched the market, this product positioning was still a gift card. Since another product of this company has used this gift before, this product is still under the banner at the beginning of the market. This means that this new product has a conceptual overlap with the original product. After all, the consumer is not your son. You told everyone to send the gift to the party last year. Everyone will send it; you will let everyone send this gift this year, everyone will send this. At that time, the Coca-Cola Company only changed the formula slightly, and lost the big market. You completely replaced the product this year, and encouraged everyone to continue to buy with your advertisement. Is that possible? Perhaps the leader of this company later realized this problem and re-created the advertisement. In the newer advertisements, the product changed the concept of the target consumer group vagueness, but targeted the products to the three target groups of urban youth, middle-aged and women with spending power (although everyone saw more It is an advertising creative for the elderly version of the appeal.) On the other hand, while continuing to maintain the gift-giving ceremony, the product uses more rational appeals to interpret some of the advantages of its products over similar products. Through the above improvements, it should be said that the market competitiveness of this product has been greatly enhanced, and it is very likely that after a certain period of advertising, a considerable portion of the vitamin and middle-aged health care products market will be obtained. Although this product sells well, I also want to work with you to see if you can find the creative image defects of this product, and find a breakthrough for similar health products or similar markets.

Because the product is mainly a "match" card, the better attack direction should start with the "matching" of its products:

First of all, we try to break through from the “matching” selling point of minerals such as calcium, iron and zinc. To attack this selling point of this product, it is more important to analyze the possibility of simultaneous supplementation of calcium, iron and zinc by the human body. We know that calcium, iron and zinc are all metal ions, especially calcium and zinc. They share a common channel into the cell during the absorption process of the human body, and at the same time, there is a possibility of mutual interference. If you don't let them interfere with each other, it depends on the amount they add. For example, if a person has no iron or zinc at the same time, only if the total amount of iron and zinc is not more than 25 mg at the same time, competition will not occur. When this amount is exceeded, there is a case where iron and zinc mutually inhibit each other upon absorption. Therefore, a better supplement for iron and zinc deficiency is to take it separately. Again, the problem of calcium and zinc. If the body's supplemental calcium and zinc weight ratio is less than 20:1, it generally does not affect absorption. Exceeding this ratio, if the body supplements 20 mg of calcium at a time and supplements 3 mg of zinc, then the 3 mg of zinc is wasted because the body cannot absorb it. It can be seen that the better and safer way of taking calcium, iron and zinc is to take it separately, and the calcium, zinc and zinc products of this product are all put together and the health care products that are blended together seem to have some design defects. Then, those manufacturers that produce independent calcium, iron, and zinc products can use this to carry out ingenious attacks and achieve certain advertising effects.

Secondly, we have a problem of “matching” between vitamins and minerals in this product. in fact. It is always a controversial issue whether it is safe to take a mixture of various vitamins and minerals. As has been shown, vitamin C and iron at the same time may increase the production of free radicals in the human body, and free radicals are the inducing factors of cell variability (see the Encyclopedia of Medicines, Vitamins). This seems to be more detrimental to this product.

It should be noted that the above example is just a concrete reminder for the "selling point shaping" of offensive advertising. The purpose is to let more business operators realize the importance of advertising, and never mean to smash the meaning of a product. If the words are offended, it is purely an accident, Wang Haihan.