"The original brewed fragrant cotton, successful tasting", this is the lyrics of Yangshao original wine. This ad verse is literally a taste and quality appeal. As far as the success of the brewing is said to be the success of the brewing of the wine or the brewing of successful people, or is respected by successful people, I am not sure. Look at the packaging of this wine. In addition to the usual red box, the red wine bottle and the golden bottle cap are exaggerated, bright and even hot. However, it should be said that there is a great breakthrough in the color of the bottle, and the bottle style and color style used by Yangshao wine are far away. This style is easy to attract eyeballs and easy to remember and recognize. So I think this idea has its success.
When we compare the advertisement of the wine, there is a sense of conflict. The external image and inner quality do not seem to be unified. The advertising words give people a soft, calm and long-lasting feeling of wine quality, and their external packaging is characterized by individuality, full of spicy taste, and a strong impact.
I did not find the relevant text description and could not figure out the complete idea of ​​the creator. Trying to find a unified chain between the two, unfortunately, I was in vain.
When I logged in to the website of Yangshao Distillery, I saw that Yangshao Original Brewery was named as the Top 5 Marketing Innovation Case of 2005. It's where the highlights are. I'm really confused.
Compared with the Blue River, the original Yangshao's creativity lacks unity and continuity. Advertising appeal and image packaging are really two different styles. Second, the cultural association of Yangshao's original stuffing is not rich enough, and it cannot be linked to the long history of Yangshao.
When integrated marketing became the topic of marketing in recent days, many companies shouted slogans of response. However, in their specific marketing activities, they were still scattered and chaotic. Some people think that integrated marketing is nothing more than the use of all marketing tools, which is really a big misunderstanding. The most important thing in integrated marketing is the unification of marketing concepts and marketing methods. No matter what stage, place, or method is adopted, it should embody the marketing theme and reflect the company’s core values. It is definitely not a hodgepodge of marketing tools.
A product, a brand, a company, its personality must be relatively stable, clear and unified, its value appeal and dissemination should also be stable and unified, multiple personality is equal to no character, multiple demands will allow Consumers are not alone.
The wine is very shallow, outside the chat, looking forward to ignoring the original brewed creators and marketers! I wish you good luck!
Source: China Communication Network Management Author: Li Yuqing