Chapter 134: Enjoy Silky Smoothness
July 20th.
Lamford Chocolate Company.
Corporate executives are having a meeting, and the final content of the meeting is also the most important topic today, which is the exclusive brand naming of "If You Are the One". After all, the naming fee has reached 40 million.
“Have you not agreed yet?”
“It’s just a matter of inserting a star into the show. Is it so difficult?”
“Our spokespersons must be on this show, even if they don’t agree, they have to agree!”
"If that doesn't work, let's change the title of the show. I originally thought that the variety show "Not Disturbance" is not reliable. Will the audience really like to watch this kind of blind date show?"
“But the producer of this variety show is Kunpeng Investment!”
"Kunpeng Investment has successfully produced two variety shows, especially "I Am a Singer", which has made the sponsor a lot of money."
“This show is different, I’m not optimistic about it.”
"Kunpeng's first two shows were indeed very successful, but is it really possible that they didn't use a single star? Even "I Love to Remember Lyrics" would have stars as lead singers. Look at their new show this time. Not even a single star is needed. Forget it if you don’t have it, the person with the highest status in the whole show is actually the host?”
“Let’s collaborate on another program!”
There was some quarrel among the senior executives in the conference room.
Because the opinions of the company's senior executives are not unanimous on whether Bluefu Chocolate should be the title of "If You Are the One". In other words, half of the senior executives are actually not optimistic about this show. However, because several directly related department heads are in Perseverance, coupled with the fact that Kunpeng's previous two variety shows were indeed successful, this matter was able to advance stumblingly, but unexpectedly, it was stuck again because of the desire to have a spokesperson on the show, so I was not optimistic about this show. The top executives of the TV show couldn't help but come out to object again. For brands, the premise of naming a program must be that they are optimistic that the program will become popular, and then they will consider the positioning of the program.
“Everyone!”
The head of the product department knocked on the table.
"Why I insist on investing in "If You Are the One" is because our brand of chocolate focuses on the theme of love, and Lanfu means love. So isn't this dating show very close to our brand positioning? As for whether this show will be successful, I personally don’t dare to give any guarantee, but I have to admit that the format of this show is very novel, isn’t it?”
“Everyone, please don’t be impatient.”
The person in charge of the product department smiled and said: "Kunpeng's representative contacted me this morning and said he wanted to meet with us. If he has any ideas, why don't we communicate in person? He just sent me a message saying that he has arrived at the door. I asked someone to Bring him here, everyone has no objections, right?"
“Representative Jiang, please come in.”
The manager of the company spoke.
Shortly afterwards, Jiang Cheng entered the conference room.
The general manager led more than a dozen senior executives of the company to applaud Jiang Cheng's arrival. After a while of polite greetings, he began to get into the topic, "Representative Jiang, can you explain why our brand spokesperson cannot be on the show?"
“Does not meet the positioning of the program.”
Jiang Cheng sat opposite the manager of Lanfu Chocolate Company and said with a smile: "Our program focuses on being down-to-earth, and the presence of celebrities will make the audience feel distant. But today I am not here to explain to you whether the selling point of this program is Success, whether a program is successful or not will only be known after it is broadcast..."
“Then why did you come?”
“We can each take a step back.”
The old **** from Jiangcheng said: "Lanfu Chocolate is going to launch a new product. The advertising plan has not been finalized yet. Kunpeng can design an advertisement for you for free."
The voice fell.
Everyone laughed.
A senior executive couldn’t laugh or cry: “As far as I know, Kunpeng is not involved in the advertising business, or does Representative Jiang think that our Lanfu Chocolate can’t even handle an advertisement?”
“I didn’t mean that.”
Jiang Cheng took out the computer directly and said, "Please turn on the projector. No matter how many questions you have, we can talk about it after reading the advertising plan designed by Kunpeng."
What the hell?
The senior executives looked suspicious.
But I still turned on the projector.
Jiangcheng Swish Swish released the latest advertising plan for "Lanfu Chocolate" that his boss sent to him last night. He has made it into a ppt.
A picture.
Two pictures.
Three pictures.
Four pictures.
In the fourth picture.
I saw a girl's body wrapped in gray-black satin turned into chocolate, as if floating in the wind. The picture is very beautiful...
.
Lan Fu and other senior officials looked at Jiang Cheng's demonstration of the plan. Their expressions gradually changed from casual at first, to weird and curious, then to a hint of seriousness. Finally, everyone's mouths opened slightly.
like…
Looking pretty good?
When the advertising plan was presented in the form of pictures, Jiang Cheng finally opened the last page, which contained this advertising slogan:
“Lan Fu enjoys silky smoothness.”
This advertising slogan is made bold and very large.
It was this advertising slogan that made everyone in the conference room excited. The person in charge of the advertising department, whose expression had gradually become serious, suddenly stood up. This was a female senior executive of Lanfu. She seemed to be attracted by This sentence hit my heart hard. I patted the table and said with an unquestionable tone:
“Deal!” What a “silky indulgence”!
These four words combined with the "chocolate" product instantly give people a feeling of a perfect match. Isn't Lanfu chocolate itself pursuing a silky taste? But why did so many Lanfu advertisements not think of "indulging in indulgence"? What about the words "silky"?
Not to mention…
Even the simple plot design is closely related to the theme!
˜Creativity is like this. Sometimes a design is obviously very simple, but before that design appears, no one would have thought of it!
but…
After saying "deal", the person in charge of the advertising department realized that he was being abrupt and looked at the manager with some embarrassment:
"manager."
The manager waved his hand and stared fixedly at the four words "Enjoy silky smoothness". It felt like something suddenly brightened in his brain!
“Representative Jiang…”
The manager stared at Jiang Cheng: "May I ask which Kunpeng teacher is the author of this advertisement? We would like to invite this teacher for long-term cooperation!"
“What a coincidence.”
Jiang Cheng smiled and said: "Our advertising designer is the planner of "If You Are the One". As for cooperation, we will discuss it in detail later."
"Understood."
The manager made a decision: "We have used this advertisement. As for the decision to arrange the spokesperson to appear on the program, let's cancel it. I believe that the teacher who can design this advertisement will definitely not disappoint the variety show produced, so the program should Whatever you do, everything depends on you Kunpeng."
This ad is great!
And Kunpeng is given away for free!
On this basis, there is no need for Lanfu Chocolate to continue to insist on having spokespersons on the show. This advertisement is enough!
It’s done!
Jiang Cheng smiled. It seems that Kunpeng can expand his advertising business in the future. I really don’t know how the boss’s brain is so long!
…
After leaving Lanfu Chocolate Company, Jiang Cheng immediately called Lin Zhibai, "The title sponsor has been won. It can be seen that they really like this advertisement, but I feel that the last slogan touched them the most. .”
“Enjoy the silky smoothness.”
Lin Zhibai said with a smile.
He is very aware of the power of this sentence. Unless the top executives of Blueford Chocolate are vegetarians, they will also realize the charm of this sentence!
This sentence comes from an advertisement for "Dove Chocolate" in a previous life!
It is precisely because of this advertising slogan that sounds so simple that everyone can imagine it, Dove Chocolate has made related advertising into a classic case in the industry, causing countless advertising practitioners to study and learn from it!
Enjoy silky smoothness!
How influential is this sentence?
It’s so big that it has become a hot internet meme that netizens are vying to quote!
There are many types of internet memes in the past life. One type is probably represented by "Don't be obsessed with me, he is just a legend." When it first came out, this sentence became popular all over the Internet, and countless people rushed to imitate it. But after a while, it became more popular. Playing this meme makes it look very vulgar, vulgar or even low.
Because this sentence is outdated.
And the four words "Enjoy silky smoothness", which is also a hot meme on the Internet, have been circulated on the Internet for many years, and it does not seem outdated at all!
Even those who play LoL and Honor of Kings like to say "Do you think I can fool you" when showing off their skills?
Oh no…
It should be said "the operation is silky smooth"!
Or just use the four words "enjoy silky smoothness" to praise yourself. This is all due to advertising.
Similarly because of this sentence, Dove chocolate became a household name in China and became one of the most famous chocolate brands.
As to why this advertisement is given away for free…
First of all, the money provided by this variety show title sponsor is indeed enough.
Secondly, the Lanfu brand is big enough, and Lin Zhibai wants to use a big-name advertisement to make Kunpeng's advertising business famous.
Furthermore.
The advertising words can be used all the time, but the advertising content needs to be updated.
When Lanfu Chocolate wants to update its advertising content in the future, won’t it have to look for itself?
That's sorry.
The following is the VIP content.
Jiang Cheng smiled and said: "They will start filming the commercial soon, and it should be broadcast before "If You Are the One". By then, it will also bring some popularity to our Kunpeng variety show, if the commercial can be a big success."
"Um."
Lin Zhibai said: "After this advertisement is broadcast, we Kunpeng will take advantage of the trend to enter the advertising industry. However, there is a necessary prerequisite for any advertisement in the future, that is, the product itself cannot be overturned. This needs to be carefully checked and market research done in advance. We cannot deceive consumers, otherwise we will ruin Kunpeng’s brand.”
Don’t worry about Lanfu Chocolate.
This is a brand with great popularity throughout Blue Star and has never had any food safety problems.
“Then we don’t have enough manpower.”
“Continue to recruit people.”
"OK."
As Kunpeng expands more and more businesses, it can no longer operate with just a few people. It is indeed time to recruit more people.
Bigger and stronger!
Create greater glory!
The first update of the guarantee
(End of this chapter)