Coca-Cola's new slogan: How to kill the self-discipline villain
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Some time ago, Coca-Cola changed its new slogan: "Taste the feeling". This incident almost shocked the entire marketing world. The chief marketing officer of Coca-Cola said: "Our purpose is to emphasize the product." After Li Jiaoshou saw the new slogan, his first reaction was: Big companies are indeed treacherous. Coca-Cola has finally made up its mind to join one of the most common tug-of-wars in the marketing world: short-term pleasure vs. long-term self-discipline (hedonic products want consumers to be more inclined to short-term pleasure, while practical products want consumers to be more inclined to long-term self-discipline), and hopes to win the tug-of-war through new positioning. Yes, “Taste the feeling” is not to “emphasize the product”, but because as more and more people begin to pay attention to health and feel that “drinking Coke is a sin”, Coca-Cola has to take this measure to respond to the challenge. “Do you want health or taste? Do you want long-term goals or short-term enjoyment?” On the same front as Coca-Cola are gaming products, cakes and desserts, tobacco and alcohol products, movie entertainment, vacations and leisure, foot massage... Their common strategy is to find ways to make you more willing to enjoy short-term pleasure through marketing actions. Standing opposite to Coca-Cola are all kinds of health foods, smart sports bracelets, piano training, online education, low-fat salads, books, and knowledge-based entertainment (such as Luoji Siwei)... Their common strategy is: find ways to use marketing actions to make you more willing to be self-disciplined in the long term. Both sides in the tug-of-war use different strategies to influence consumers. So, as a brand, how can we stimulate consumers to make them more accepting of "short-term pleasure"? How can we stimulate consumers so that they are more willing to exercise "long-term self-discipline"? To find the solution, we must first understand when the human brain will accept temptation (drinking Coke) and when it will accept self-discipline (drinking more water). The human brain has two decision-making systems: One is an impulsive, short-term, and easily tempted system, which is mainly composed of the primitive brain under the cortex. It reacts quickly and is full of motivation, but it desires immediate enjoyment and lacks planning and rationality. Let’s call it the "enjoyment villain" for now. The other is a thinking, long-term, planning-oriented system, which is mainly the frontal cortex. It reacts more slowly and has average energy, but is full of planning and rationality, and can delay gratification. Let's call it the "self-disciplined man" for now. When people are in a state of unclear goals, negative pressure, and only consider the present, the enjoyment villain often comes into play. People tend to seek short-term enjoyment and are more inclined to buy high-calorie foods, watch TV series, get massages, and buy luxury goods. However, when people are in a state of clear goals, positive confidence, and thinking about the future, self-discipline often plays a role. People will tend to be self-disciplined and more inclined to buy healthy food, read books, go to the gym, buy cost-effective products, etc. So, if your product is Coca-Cola (an enjoyment product), you need to use various copywriting and advertisements to reduce people’s self-discipline, disrupt their goals, create temptations, make them feel the present, and create pressure… In short, tell consumers: don’t worry about anything else, just taste the feeling. If your product is pure water (a self-discipline product), you need to use various copywriting and advertisements to improve people's self-discipline, clarify goals, imagine the future, and increase self-confidence... In short, tell consumers: through hard work, your life can get a little better every day! 1. Vague goals vs. clear goals When a person has a clear goal in mind and thinks about the cause and effect of his own behavior, he tends to show more self-discipline - "I want to do this because..." When a person's goal is unclear and his mind does not process cause and effect, he tends to show more enjoyment - "Don't worry about it, now is now" so-- (1) If you are creating a hedonic product, the first step you need to take is to find a way to blur other people’s goals so that they don’t consider the goals when they do things. Taste the feeling, the magic of this copy is that it does not contain any goals - it only says "enjoy this feeling", without saying "why should I enjoy this feeling" and "what can I get by enjoying this feeling". This kind of mood that emphasizes the present and has no goals can reduce people's self-control. For example, in beer advertisements, a common sentence pattern is "xx moment", which emphasizes the refreshing feeling at the moment and does not provide a clear goal. (2) If you are a self-disciplined product , on the contrary, self-disciplined products often require clear goals, making people think about what they can get in the future and why they should make this decision now. For example, the copywriting of Suntech Agency: You are only one phone call away (clear actions and cause and effect) from undergraduate study (clear goals). 2. Fear vs. Confidence Most negative emotions will reduce people's self-discipline. The study found that playing advertisements for luxury products such as Rolex during the evening news, which is full of images of missile attacks, terrorists, and fraud crimes, will increase consumer acceptance. This is certainly not because Rolex can protect against missiles, but because a large amount of negative news makes people subconsciously fear that "they cannot live forever", making them more likely to indulge in behavior and desire enjoyment. (So, the more wars there are, the more there will be singing and dancing, and the more drunkenness and dreams there will be) Worry, stress, fear, sadness, these negative emotions will without exception reduce people's self-discipline and prompt them to engage in enjoyment-oriented activities. Therefore, many studies have found that: When smokers see the terrifying "Smoking causes lung cancer" poster, their desire to smoke becomes even stronger - fear defeats self-discipline. When procrastinators sense that a task is approaching a deadline, they will procrastinate even more—time pressure defeats self-discipline. The study even found that women who are concerned about their financial situation will instead relieve their worries through shopping. Yes, you read that right - spend money to get rid of the worries of having no money. so-- (1) If you are providing an enjoyment-oriented product, appropriately stimulating a person’s sense of pressure, sadness, or even fear will undermine their self-discipline and make them start to enjoy themselves. For example, the campus promotional posters of Ele.me stimulate the sense of exam pressure, which will make people temporarily give up self-discipline (don’t eat too much) (2) If you are a self-disciplined product, find ways to make people positive, confident, and eager for tomorrow. For example, an adult education institution advertised on NetEase News: 3. Past hardship vs. long way to go Self-discipline is like a muscle; it wears away after use. The experiment found that people who stayed in the chocolate room and were not allowed to eat were able to persist for a shorter time in the subsequent grip strength test - because their self-control had been exhausted by staying in the chocolate room. Other studies have found that people who ordered healthy food as a main course in a meal would instead order high-calorie desserts and drinks to reward themselves, and ultimately consume more calories. In short, self-control has a "compensation effect". If people realize that "they have worked hard for a long time" and "they have done a good job", their "self-discipline" will automatically relax, making them more susceptible to temptation. so-- (1) If your product is for enjoyment, try to make people feel that they have worked hard to control it for a long time. For example, Didi Chuxing encourages people to "reward themselves" and spend more money to enjoy a private car. The first part makes people feel that they have "worked hard enough". (2) If you are a self-disciplined person , constantly reminding yourself of your goals will make people feel that you have a long way to go. The copywriting of a certain annual book exhibition emphasized: "What kind of books you read will determine what kind of person you will become." Tell the audience that "reading more will help you become better in the future." 4. Finding Reasons vs. Providing Incentives In the war between the enjoyment villain and the self-discipline villain, each has disadvantages: Enjoying the disadvantages of being a villain is the lack of some lofty reason, which makes it difficult for people to rationalize their behavior and will cause guilt in the long run. The disadvantage of self-disciplined people is the lack of short-term incentives, and the effects are too long-term to be seen. Therefore, if you want people to continue to "enjoy", you have to make up for the disadvantages and give a reason. If you want people to maintain "self-discipline", you must also make up for the disadvantages of self-disciplined people and give a reason. (1) If you are enjoying a product : Give yourself a reason. The study found that people who bought chocolate in the name of charity ended up eating more chocolate - eating chocolate made them feel guilty, but once they told themselves that "eating a piece of silky chocolate is equivalent to donating a dime to the mountains", this guilt disappeared. Therefore, the effect of public welfare marketing of enjoyment products will be surprisingly good. For example, Coca-Cola previously carried out a "Hello happiness" campaign for the low-level workers in Dubai. With the help of Coca-Cola bottle caps, users could make a free 3-minute phone call to their homes far away, which touched countless people. In addition to charity, you can actually add various "reasons", such as giving it to your loved ones, supporting domestic products, and supporting your favorite team. These can reduce guilt and stimulate hedonic consumption. "Well, I bet on football at bwin, not because I'm really addicted to gambling, but because I support Real Madrid!" (ps. Real Madrid's jerseys have now changed to Emirates Airlines, this is before) (2) If you are a self-disciplined product : Find ways to provide short-term incentives. For example, when I was in high school, I remember using a review resource (which required self-discipline), but it turned out that there were scratch-off tickets in each book - short-term incentives. Another example is that training organizations offer rewards to those who persist in learning (of course, the rewards are lower than the money they hand in). 5. Current Decisions vs. Future Decisions When people make decisions for the present, they tend to enjoy themselves; but when they make decisions for something in the future, they tend to be self-disciplined. A psychological study of 4,474 Australian consumers and 101,545 rental records found that: When renting (and expected to be in the future), most users will first rent high-quality movies, such as science and education films, and art films, and then rent low-quality movies, such as commercial films, and science and education films. However, when returning the movies, most users returned commercial and third-level films first, and science and education films and literary films last - indicating that they actually watched science and education films last. That is to say: when I have to predict what to do in the future, I tend to make a highly self-disciplined plan (rent a science and education film first); when I want to do it now, I tend to enjoy it (watch a pornographic film first). so-- (1) If you are selling a product for enjoyment, find ways to get people to buy it quickly, find ways to shorten the supply cycle, and find ways to get people to try it now rather than make reservations for the future. For example, supermarkets offer far more free samples of cakes than free samples of organic foods. (2) If you have a self-disciplined product, find ways to pre-sell, find ways to get people to book future orders in advance, find ways to get people to think about the future rather than the present. For example, a gym always sells annual memberships but not frequency memberships. When people decide to go to the gym, they think that an annual membership at 5,000 yuan is not expensive, as they plan to go once every two days and each time will only cost a few dozen yuan. In reality, people only went there 10 times, which is equivalent to 500 times. For example, for products such as online education and practical training, selling annual memberships is often better than selling one-time courses - because when people think about the future, they are more inclined to be self-disciplined, choose this kind of knowledge product, and predict that they will definitely go in the future. Conclusion In the human brain, the enjoyment villain and the self-discipline villain are always fighting. If the Enjoyment Man wins in a certain battle, then Coca-Cola, LOL games, strawberry cake and 1024 members will win. If the self-discipline villain wins, then the gym, training classes, health foods and Li Jiaoshou's articles will win. This tug-of-war has been going on in the marketing industry, and this time Coca-Cola changed its slogan to "Taste the feeling", undoubtedly trying to support the enjoyment man in the minds of consumers. If this tug-of-war must be accompanied by music. Suppose you are Coca-Cola, to evoke a sense of enjoyment, I think the music should be "In This Second" by Yu Quan: In this second, happiness is the most important thing I don't know where the tears went. From this moment on, happiness is the most important How I want to play around and jump higher... If you are healthy mineral water, to arouse self-discipline, my music should be "Tomorrow Will Be Better": “Let us look forward to a better tomorrow!” Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @李叫兽 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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