Chapter 368 A wonderful modification of Nescafe coffee advertisement
As soon as the most beautiful April day arrives, the crew of "A Wonderful Night in the Forbidden City" begins the filming period.
However, the night before the filming started, Huang Zhan finally contacted Jiang Shan.
"I see,"
After listening to the lengthy description on the phone, Jiang Shan concluded:
"That is to say, the original advertising script for Nescafe coffee is the plot of two moving residents who meet each other late and then sit down to chat and drink coffee?"
"Hi, hi, hi,"
In fact, after Huang Zhan saw Nestlé’s original plan, he thought it was okay:
"The plot arrangement of the advertisement is pretty good, but Nestlé's promotion department always feels like something is missing?"
Jiang Shan, who was soaking his feet, leaned very comfortably on the chair in the guest house.
Xiaoyu and Xiaobai, who live in the same room, are seriously and lively teaching the parrot how to speak Mandarin.
Jiang Xiaoyu only stayed at the post of people's teacher for two days.
Along with it, Teacher Xiaobai’s tongue has been improved.
"What do you think?" Jiang Shan grabbed the phone and asked, "Do you also feel this way?"
"After our analysis, we believe," Huang Zhan said:
“The purpose of the original advertising company was to plan a coffee advertisement with a warm atmosphere.
It's a pity that the limitation of advertising time affects the excitement of the plot.
If you want to defeat your competitors with this plan, you will definitely not be able to do it!”
Recalling the advertisement Huang Zhan described to himself, Jiang Shan also agreed with the other party's point of view:
"The key is also related to Mai's advertising creativity. Others are the harmonious scene of new and old colleagues gathering in the office. It is a warm scene of new and old residents gathering together in the same room.
If you want to follow me, you might as well arrange a plot where the three people in Taoyuan become sworn brothers and drink Nestlé together to share the world!"
"Um?"
Huang Zhan, who was still sniffing a cigar leisurely, was completely shocked by Jiang Shan's words:
"Oh, this...this, this, this, this is simply wonderful!"
Huang Zhan immediately restrained his arrogant sitting posture and shouted excitedly.
Then, he quickly covered the phone and relayed the news to Lin Yanni who was standing aside.
Lin Yanni's eyes lit up at first, and the next second she whispered a few words in the other person's ear.
Only then did Huang Zhan remember the important point:
"Jiang Sheng, how come every one of your advertising plans is so exquisite?"
In the eyes of Huang Zhan and Lin Yanni, almost every conversation with Jiang Shan feels that they have benefited a lot:
"It's a pity that the current requirement given by Nestlé must be an upgraded adaptation based on the original plan..."
"Well," Jiang Shan nodded: "Party A's opinion still needs to be respected."
Otherwise, who will you look for to get money after you have been busy for a long time?
"Okay," Jiang Shan was about to wipe his feet: "I'll take over the Nestlé case."
When Huang Zhan heard the other person nodded, he quickly gave instructions:
"It would be great if you were willing to help.
To be honest, we, Huang and Lin, have been struggling with the planned revisions of this film these days.
It’s a pity that I didn’t come up with a suitable modification result, it’s really not as smooth as my own planning.”
"That's right," Jiang Shan also agreed: "Modifying other people's ideas has a lot of restrictions, and it's definitely not as fun as doing it yourself, but who would make Party A happy?"
As long as it is not harmful to nature or law, Jiangshan will find ways to handle any request from the employer!
"Hey, everything is based on Party A's starting point."
Huang Zhan laughed, he was quite surprised by Jiang Shan's lofty business spirit.
Who says mainlanders can’t do business?
It's so great if you just meet someone, but you don't know what will pop up in the future?
"Okay, Brother Zhan," Jiang Shancheng said without deception: "Let's stop talking today. I'll be cold if I don't wipe my feet with water."
"Look at me, I talk endlessly as soon as I contact you."
Huang Zhan apologized: "Jiang Sheng, your 500,000...do you need me to send it back to Pujiang in person, or do you need to transfer it back to Japan?"
"Put it in your account first," Jiang Shan knew that the other party was talking about money in the stock market: "When we encounter opportunities in the future, let's play together."
"I've been waiting for you to say this," Huang Zhan said excitedly: "Then... I won't bother you for now!"
"See you later," Jiang Shan had already wanted to call him: "See you tomorrow night!"
"Tomorrow night?" Huang Zhan: "OK!"
…
After splashing out a basin of water, Jiang Shan carried an enamel basin and walked along the aisle.
As soon as I walked to the door of the room, I heard Jiang Xiaoyu's voice.
"Aunt Sisi, please teach it a few Japanese words. Xiao Wu will learn it as soon as possible."
"I guess not,"
Yu Sigui lay on the table and looked at the parrot with the children: "It has just learned a few words, so don't mess it up again."
In a bamboo cage on the table, a colorful parrot stood majestically.
After Huang Yongyu bought this parrot, Xiaoyu and Xiaobai's trip to Yanjing became even more exciting.
"Sisi,"
When Jiang Shan saw her, he asked, "Do you like Nestlé or McFly coffee?"
Since these two products entered the Greater China market in the 1930s, they had this translated name, so Yu Sigui was no stranger to them at all.
"I think the instant ones are pretty much the same," Yu Sigui thought for a while: "I usually buy them from anyone who has an event."
"Then why do you always bring me Nestlé?" Jiang Shan: "Just because it's cheap?"
"Otherwise?" Yu Sigui rolled his eyes at the other party: "Besides, the coffee you made for me for the first time was Nestlé!"
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 companions were still popular, it was still too early for the 2-in-1 and 3-in-1 to appear.
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 not only maintain coffee quality but also be instantly soluble in water.
As a result, instant coffee named after Nestlé was reborn.
Coincidentally, Nestle Coffee, which had just appeared in the world, encountered the Second World War.
Therefore, instant coffee, which was easy to carry, store, and refreshing, immediately became an indispensable armament during the war.
However, 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 classes since it first appeared, has never blinked an eye on publicity funds.
There are many varieties 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 its marketing expenses 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, "Drip drops of fragrance", into a classic advertising slogan that has been praised for centuries.
"Actually in Japan,"
Seeing that Jiang Shan was interested in coffee, Yu Sigui said a few more words: "Compared to coffee, they actually 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: "Mais is the target of this advertisement."
As soon as the old business was mentioned, the two people sitting across from each other couldn't see anything else.
Yu Sigui curled his lips: "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, I filmed the first mainland family coffee commercial.
A few years ago, Feng Xuerui, the master who dubbed 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 plot of the advertisement you described," Jiang Shan continued, "is similar to the script I am accepting now. Although I have changed from a relative to a neighbor, I still didn't end up sitting together drinking coffee."
"I would say that Nestlé is not as good as McLaren," 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.
