Chapter 368: A Brilliant Revision of the Nestle Coffee Advertisement

As soon as the most beautiful April arrived, the crew of "Wonderful Night in the Forbidden City" entered the shooting period.

However, on the night before the shooting, Huang Zhan finally contacted Jiang Shan.

"I understand,"

After listening to the long-winded description on the phone, Jiang Shan summarized:

"That is to say, the original advertising script of Nestle Coffee is about two residents who move to another house and feel sorry for not meeting each other earlier, and then chatting and drinking coffee together?"

"Hey, hey,"

In fact, after reading Nestle's original plan, Huang Zhan thought it was okay:

"The advertising is still good in the arrangement of the plot, but Nestle's promotion department always feels that something is missing?"

Jiang Shan, who was soaking his feet, leaned comfortably on the chair in the guesthouse.

Xiaoyu and Xiaobai, who were in the same room, were teaching the parrot to speak Mandarin seriously and lively.

Jiang Xiaoyu only stayed in the position of a people's teacher for two days.

By the way, he also improved Teacher Xiaobai's speech.

"What do you think?" Jiang Shan asked, grabbing the phone. "Do you have the same feeling?"

"According to our analysis," Huang Zhan said:

"The original advertising company wanted to plan a coffee advertisement with a warm atmosphere.

It's a pity that the length of the advertisement is limited, which affects the excitement of the plot.

It is definitely impossible to defeat competitors with this plan!"

Recalling the advertisement that Huang Zhan described to him, Jiang Shan also agreed with the other party's point of view:

"The key is that it is similar to the creative idea of ​​McDonald's advertisement. Others have a harmonious situation of new and old colleagues gathering in the office, while this is a warm scene of new and old residents gathering in the same room.

If it were up to me, I might as well arrange a plot of three sworn brothers in Taoyuan, drinking Nestle and sharing the world together!"

"Huh?"

Huang Zhan, who was originally sniffing a cigar leisurely, was completely stunned by Jiang Shan's words:

"Oh, this...this, this, this is simply too wonderful!"

Huang Zhan immediately restrained his arrogant sitting posture and excitedly shouted "good".

Then, he quickly covered the phone and told the news to Lin Yanni beside him.

Lin Yanni's eyes lit up first, but the next second she leaned over to the other party's ear and reminded him a few words.

Huang Zhan then remembered the key point:

"Mr. Jiang, how come every advertising plan of yours is so exquisite?"

In the eyes of Huang Zhan and Lin Yanni, almost every conversation with Jiang Shan feels very beneficial:

"It's a pity that Nestlé's current requirement must be an upgraded adaptation around the original plan..."

"Well," Jiang Shan nodded: "Party A's opinion should still be respected."

Otherwise, who will you ask for money after working so hard for so long!

"Okay," Jiangshan was ready to wipe his feet: "I'll take the Nestle case."

When Huang Zhan heard the other party nod, he hurriedly instructed:

"It would be great if you are willing to help.

To be honest, we 'Huang and Lin' have been racking our brains over the revision of this plan these days.

It's a pity that we just can't think of a suitable revision result. It's really not as smooth as our own planning."

"That's right," Jiangshan also agreed with this point: "Modifying other people's ideas has a lot of restrictions, and it's definitely not as smooth as doing it yourself, but who can make Party A happy?"

As long as the requirements of the capital party are not harmful to the world, Jiangshan has to find ways to do it!

"Hey, everything is based on Party A's starting point."

Huang Zhan laughed. He was quite surprised by Jiangshan's lofty business spirit.

Who said that mainlanders can't do business?

If he meets someone casually, he will be so good. Who knows what he will come up with in the future?

"Okay, brother Zhan," Jiang Shan said honestly, "Let's stop here today. If I don't wipe my feet, the water will get cold."

"Look at me, I'm talking endlessly once I contact you," Huang Zhan apologized, "Mr. Jiang, do you need me to personally send your 500,000 back to Pujiang or transfer it back to Japan?"

"Put it in your account first," Jiang Shan knew that the other party was talking about the money in the stock market: "When we meet the opportunity in the future, we will play together again."

"I've been waiting for you to say this," Huang Zhan was so excited: "Then... I won't bother you for now!"

"Bye, goodbye," Jiang Shan had been wanting to make a phone call for a long time: "See you tomorrow night!"

"Tomorrow night?" Huang Zhan: "OK!"

...

After splashing a basin of water, Jiang Shan walked down the aisle with an enamel basin.

As soon as he reached the door of the room, he heard Jiang Xiaoyu's voice.

"Auntie Sisi, you can teach it a few Japanese words, Xiaowu will learn them right away."

"I don't think so,"

Yu Sigui lay on the table and watched the parrot with the children: "It has just learned a few words, don't mess it up later."

In a bamboo cage on the table, a colorful parrot stood proudly.

Since Huang Yongyu bought this parrot, Xiaoyu and Xiaobai's trip to Beijing has become more colorful.

"Sisi,"

Jiangshan asked her when he saw her: "Do you like Nestle or Maxwell's coffee?"

Since these two products entered the Greater China market in the 1930s with these translated names, Yu Sigui was not unfamiliar with them at all.

"I think the instant ones are all the same," Yu Sigui thought for a while: "I usually buy whichever one has a promotion."

"Then why do you always bring me Nestle?" Jiangshan: "Is it because it's cheap?"

"What else?" Yu Sigui rolled his eyes at him: "Besides, the first coffee you made for me was Nestle!"

I see!

After she said this, Jiang Shan also remembered it.

Before Yu Sigui, Huang Hua from Pujiang Advertising always sent Jiangshan’s coffee.

The instant coffee they call nowadays is actually black coffee without any addition.

In an era when coffee mates were still popular, it was still too early for the 2-in-1 and 3-in-1 to appear on the scene.

Compared with the Nestlé Group, the acquisition king of later generations, the current Nestlé is still struggling to catch up with the performance of Mai's.

In 1867, a German pharmacist launched a condensed milk for infants and young children.

As a result, a trademark with "Nestle" as the product name and pattern appeared.

When World War I broke out, Nestle's condensed milk, which was easy to transport and preserve, ushered in its first outbreak.

In the 1930s, due to the overproduction of coffee beans, Nestlé developed coffee powder that could maintain coffee quality and be instantly soluble in water.

As a result, instant coffee named after Nestlé was reborn.

Coincidentally, Nestlé Coffee, which had just appeared in the world, encountered the Second World War.

As a result, instant coffee, which was easy to carry, store, and refreshing, immediately became an indispensable armament during the war.

Although Nestlé encountered two God-given business opportunities, it still lost to Mr. Maxwell who was good at marketing after World War II.

McCaffrey's Coffee, which has marketed itself as a must-have drink for the upper class since it first appeared, has never blinked an eye on publicity funds.

Lots of variety and activities.

The "red Nescafe coffee cup" gift box set that is common in later generations was originally a "buy one, get one free" marketing campaign initiated by Maxwell.

In 1924, Maxwell, whose main product was coffee beans, became the most popular coffee company in the United States with a marketing expense of US$270,000 that year.

In the following decades, Maxwell, who continued this marketing strategy, almost swept the most popular film and television programs in the United States.

Its sales and profits are both more than twice that of Nestlé.

One of the most famous marketing cases is the advertising slogan "Every drop of fragrance is fragrant, and the meaning is not exhausted".

According to Maxwell's own promotion, this sentence was originally a comment made by then US President Roosevelt in 1908 after visiting his coffee factory.

Later, Maxwell, the founder of Maxwell, changed an advertising slogan used by Coca-Cola, "Every drop is fragrant", and changed it into a classic advertising slogan that has been praised for centuries.

"Actually in Japan,"

Seeing that Jiangshan was interested in coffee, Yu Sigui said a few more words: "Compared to coffee, they prefer coffee candy."

"Oh? Bring some for me to try next time."

Coffee candy was invented entirely to conquer the Japanese market.

In order to make Japan, which was accustomed to drinking tea, accept coffee, great contributions were made in the research and development of coffee sugar.

"how,"

Yu Sigui asked curiously: "Why are you suddenly interested in coffee? Could it be that you accepted another coffee advertisement?"

"Well," Jiang Shan said, "Do you still remember Huang Yulin?"

"That advertising company in Xiangjiang?"

"They recently took over a business to complete an advertising planning business."

“Nestle or McLaren?”

"Nestlé," Jiang Shan said, "Mais is the target of this advertisement."

When it comes to their old profession, the two people sitting across from each other can't see anything else.

Yu Sigui pouted: "Nestle can't compare to Max, but their advertising styles are quite similar."

"Listen to an example."

"Let's just talk about Max Coffee," Yu Sigui recalled:

"After the doorbell rang, a guest holding a coffee gift box walked into the house with a smile. After that, there was a lively scene of everyone gathering in the living room to taste coffee."

In addition to this routine, there are also coffee breaks for many stars on the set, in the dressing room...

In the early 1990s, Nestlé shot an advertisement with a similar plot in order to launch 1+2 instant coffee in the mainland market.

The China CEO of JWT Advertising Company, who received the assignment at that time, personally checked into the Hilton Hotel in Yanjing with 200,000 cash.

Later, after using the sheets, water cups, desk lamps, silver plates, and coffee pots in the hotel room, he shot the first mainland family coffee commercial.

A few years ago, the master Feng Xuerui voiced characters such as "Huang Laoxie, Yang Kang, Qiu Chuji, Zhebie, Ning Caichen, and Linghu Chong".

For a Nestlé Xiangjiang commercial that is about to appear on CCTV, a classic advertising slogan with a strong taste - Tastes great!

"The advertising plot you described," Jiang Shan continued, "is similar to the script I am accepting now. Although we have changed from relatives to neighbors, we still didn't end up sitting together drinking coffee."

"I would say that Nestlé is not as good as Max," Yu Sigui said, "The audience has long been tired of these commonplace advertisements, and they can't escape this circle no matter how they change."

Jiang Shan, who had been silent for a while, began to think about it.