Reverse thinking is a great success.
(2006.04.27 12:54)
This is an advertisement photo of Lotte Seven Star Juice Drink "Beauty is like Pomegranate" endorsed by Li Junji, the protagonist of the movie "The Man of the King". "Beauty likes pomegranate" actively launched marketing with innovative advertisements, setting a record of breaking through the sales of10 billion in the beverage market in the shortest time.
"Beauty likes pomegranate ~" is a lyric that men, women and children like to hum recently. Li Junji, who became a star with "The Man of the King", played the piano with female models-this is the advertisement song of "Beauty is like Pomegranate" for the fruit juice drink of Lotte Seven Stars Company.
This catchy advertising song for men, women and children directly promoted sales. Therefore, in the depressed beverage market, the success story of "beauty is like pomegranate" has become the hottest topic.
It is said that the project leader who spent half a year planning Beauty Like Pomegranate did not expect such a hot response. However, the formulation of product names, advertising and other marketing strategies have long included successful factors, the core of which is "reverse creative thinking".
Last year, in the conference room of Lotte Seven Star Beverage Company in Silkworm Garden Cave, Seoul, executives from the planning department and the marketing department gathered here to have a heated debate on the name of the new product. Last June, Lotte Company launched "MOMEZON Pomegranate" beverage, and saw the prospect of pomegranate beverage. Therefore, Lotte decided to further introduce new products to reduce the sweetness of MOMEZON pomegranate and strengthen vitamin C. On this day, Lotte Conference Room will give a new name to the new products made in Iran containing pomegranate juice and pulp fiber.
Pomegranate contains female hormone "estrogen", which makes women more attractive. Based on this, new products seek product names that can stimulate women's sensibility more. Although many product names 10 were put forward at the meeting, such as "Pomegranate 37.2", "Girl Meets Pomegranate" and "Pomegranate Xia Guang", all the above names were considered insufficient and could not be determined.
The meeting was held day by day, and names with the word "beauty" such as "pomegranate beauty" and "pomegranate beauty" began to appear. But "Pomegranate Beauty" already has a registered trademark. At this time, someone asked, "according to the current trend, what about a conversational name?" Views. As a result, someone came up with "she likes pomegranate", and finally the brainstorming became "beauty likes pomegranate".
65438+Advertise as soon as the product name is decided at the end of February. The advertising company Dahong Planning Company initially recommended the use of beauty spokespersons. However, some people think that "beauty advertisements are inevitably the same", so an alternative scheme appeared, which was approved by Li Junji of The King's Man.
Advertising songs adopt a brisk trot style, which is familiar and easy to sing along with. They believe that only when it is different from other common advertising music can it keep its freshness. The advertisement was completed in early February, starting from the 25th.
It received a warm response immediately after the broadcast. Relevant persons of Lotte Seven Star Beverage Company briefly summarized the secret of success and said: "From planning to marketing, commodities attach importance to the distinct difference from other beverages."
Jiang, head of the customer promotion group of Lotte Seven Star Company, said: "There are many traditional drinks such as orange juice and plums on the market now, and our new products are carefully avoided. We expect that pomegranate, which is good for skin and beauty, will attract the younger generation aged 10~20 and the 30-year-old women who are worried about health and menopause. "
He finally said: "The theme of drinks is' beauty', so it is very risky to use men as spokespersons. However, the result has brought us great success. "
Reporter Jin sbkim@chosun.com
Chosun.com China's version of chn.chosun.com.
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