Top 5 Popular Marketing Cases | Jiang Xiaobai launches Chongqing flavor bottle, which is heartbreaking!

Top 5 popular marketing cases last week

NO.1 Jiang Xiaobai : Chongqing flavor bottle

Agent: To be claimed

Recently, to commemorate the 20th anniversary of Chongqing's direct administration, Jiang Xiaobai, a youth wine brand born in Chongqing, and Zhang Yanming jointly launched a music video for "Hello Chongqing", which tells six stories that happened in Chongqing:

In addition, Jiang Xiaobai has also launched a set of "Chongqing Flavor Bottles", using fresh illustrations to print eight iconic places in Chongqing, such as Jiefangbei and Hongyadong, on the bottles, with corresponding copywriting , hoping that everyone who picks up Jiang Xiaobai can have a sip of the taste of Chongqing:

Comment : Jiang Xiaobai's copywriting this time is still heartfelt in content, making people have an urge to pack their backpacks and go to Chongqing for a walk immediately. It also goes beyond simple love and brotherhood and has a broader structure.

There is no doubt that Jiang Xiaobai’s marketing is successful, and many people pay attention to it because of Jiang Xiaobai’s copywriting. But in an era where products are king, maximizing product value and optimizing user experience are the fundamentals for a company’s long-term survival. In this regard, Jiang Xiaobai still has a long way to go.

NO.2 Shaxian light food restaurant opened in Wuxi

Agent: To be claimed

Last year, a set of Japanese-style light food posters with a fresh and clean style titled "Shaxian snacks enter Japan" went viral on Weibo and WeChat Moments , making countless people take a new look at Shaxian snacks and look forward to them. Recently, a Japanese-style Shaxian snack named "Shaxian Light Food" opened in Wuxi, Jiangsu, attracting a lot of onlookers.

It is understood that the overall design style of Shaxian light food stores is classical Japanese, but at the same time it also includes fashionable elements; the dishes include classic Shaxian snacks, at the same time, curry chicken rice and vegetable salad will become the main dishes. This series of changes amazed countless people at once.

Interestingly, it was later confirmed that Shaxian Light Food is not a comprehensive upgrade of Shaxian snacks, nor is it a sub-brand of Shaxian, but a "copycat" restaurant opened by a Mr. Chen from Sichuan. Mr. Chen said in an interview: "Shaxian snacks is the most popular brand in the country, but the dining environment is not good, I want to open a different Shaxian snacks restaurant.

Comment : Shaxian light meal is the product of the combination of traditional food and modern culture. It satisfies everyone's demand for pursuing a high-quality life, so it has attracted a lot of attention. Although Shaxian light meals have nothing to do with Shaxian snacks, they provide many ideas for the transformation and upgrading of traditional catering, which are worthy of our consideration and reference.

NO.3 SARFT : Our Chinese Dream

Agent: Movie Channel

This week, the large-scale public service advertisement "Our Chinese Dream" initiated by the Film Bureau of the State Administration of Press, Publication, Radio, Film and Television and produced by the Film Channel became a hit.

The advertisement is divided into four chapters: the Chinese Dream, the core socialist values, the four comprehensive strategic layouts, and the five-in-one overall layout. It brings together 32 first-line stars such as Huang Xiaoming, Zhou Xun, Wu Jing, Li Bingbing, and Jackie Chan. It can be called the advertising version of "The Founding of a Republic":

Comment: In addition to the strong star lineup, the most noteworthy thing about this advertisement is the lines and copy. It is understood that all the lines in the short film were selected from the quotations of national leaders and the poems of ancient sages, and were strictly checked by writer Zhou Xiaoping and Professor Kang Zhen of Beijing Normal University to ensure that every sentence was full of positive energy and very heartfelt.

Indeed, the Chinese Dream is the dream of every Chinese. The advertisement has made the connotation of the Chinese Dream deeply rooted in the hearts of the people and successfully attracted the attention of ordinary people, especially contemporary young people, to the national strategy and the future destiny of the country.

NO.4 IKEA Taiwan : Things to know about dating

Agency: Ogilvy Taipei

Last year, IKEA Taiwan launched a series of advertisements with the theme of "Two or Three Things About Dating", telling the heartwarming love stories that were either bumpy or ambiguous and romantic and took place in IKEA.

Recently, the sequels of Taiwan IKEA's "Two or Three Things About Dates" - "Reasoning" and "Love is Late" - were released one after another, and "Two or Three Things About Dates" finally ushered in the sweetest part:

Comment: These two new IKEA ads are just like the usual ones in Taiwan, with the freshness and happiness that are common in Taiwanese ads. The storylines are not complicated, and there are no big-name stars, but they make people feel very real and appropriate. You can also learn a lot of ways for couples and husbands and wives to get along with each other from them, which is very rare.

Some people say that IKEA is a place that makes people want to get married just by walking around. Indeed, IKEA has set its sights on the young people's market, which is why it has spared no effort to transform its stores into dating destinations for couples, which is both witty and cute.

NO.5 Toyota: The World Is One

Agent: To be claimed

Do you still remember the AE86, the car that the Akina Mountain God of Cars drove in “Initial D”? Recently, Toyota’s four-screen-in-one advertisement uses a Toyota AE86 as the main line, telling the mysteriously similar love stories of teenagers in four different time and space: Japan, Australia, South Africa and the future world.

Four young men of similar age, all wearing glasses, with a lively and cheerful friend who loves to make trouble, all fell in love with a beautiful girl at first sight:

What’s more coincidental is that they both experienced “broken love” and both had a minor car accident due to the depression caused by the broken love. They were also amused by their best friend’s perennial old joke: “When the speed reaches 60 mph, the wind in your hands feels like your breasts.”

Comment : Young writer Liu Tong has a book called "Whose Youth Is Not Confused". This Toyota advertisement is the best interpretation of the title of the book. Youth and love transcend language and nationality. The advertisement uses this to promote Toyota's theme of "companionship". As for why it was AE86, it’s probably because “Initial D” has a greater influence among young people in Japan.

In addition to the plot, the shooting technique of this advertisement is also very special. The four scenes are synchronized in seconds, which is unprecedented. In order to find four similar story scenes, the production team spent half a year traveling to many places including Sydney, Cape Town, Japan, etc. This dedication is really touching.