When Coca
Aggressive advertising that many people are not familiar with. The most classic case, I argue, should be PepsiCo Competition for the market and launched a series of attacks that strong, and is absolutely Table in TV advertising campaign, said.
Served before Coca-Cola Has been the global soft Beverages The leader in the industry. Many companies have a similar taste and reproducing Coke Drink. But without exception, all for Coca-Cola beat.
Pepsi-Cola Company was founded since 1898 began, a variety of reasons, only the edge to survive in the market.
Steele served as president of Pepsi-Cola, the first to market their products targeted at the younger generation after the war. He selects the youthful vigor of the young men and women advertising, strong shot, "Pepsi: the choice of a new generation" slogan. The ad insinuated that Coca-Cola, but is a centuries-old antique has simply not good enough for the current dynamic of young people.
Soon, PepsiCo to invite people in public places while drinking Coca-Cola and Pepsi. After the tasting, ask them to evaluate the taste of both. Because many people like to eat sweets, in the absence of famous brand effect, the majority of people prefer the slightly sweeter taste of Pepsi. Meanwhile, those involved in testing those look like Pepsi, have been shot down, and appears on television. The idea for Pepsi great success.
If, Pepsi's advertising is only the beginning of insinuated attack Coca-Cola, then this time, Pepsi was completely torn off the mask can be said, with Coca-Cola fought a beautiful bayonet charge.
"Taste test" this trick of the Coca-Cola executives a big shock. After discussion, they believe that the taste of Coca-Cola has been unable to meet the public's appetite for the new generation, and decided to change the old formula, the Coca-Cola's sweet increase.
Did not expect, PepsiCo launched the offensive more a new ad. Ad first introduced the question: "Why change the formula to Coca-Cola?" Then, the emergence of a little girl, full of sadness and said: "They taste has changed." Next, the little girl holding a bottle of Pepsi, the drink a , the little girl said, suddenly realized: "Oh, now I know!" This is a classic Pepsi ad, not only once again the target consumer group in the shape its own reputation, but also makes a large number of the original Coca-Cola brand consumption is who turned against him.
The Kosovo war, Pepsi and Coca-Cola has finally reached the rival's market position, Steele makes the truck drivers as a former president of Pepsi legendary figure.
Present, with the "Anti-Unfair Competition Law" policy introduced, the use of the Pepsi ads are very offensive way, has been banned. But the attack ads must not be ignored by operators. After all, the attack ads are paid under the conditions of very low cost for competitors, some of the defects or deficiencies, and then be able to win back their money controlling the most powerful anti-personnel weapon.
Attack ads the most important thing, or that the soul is "selling shape" issue. "Selling shape" is the starting point of any advertising, especially attack ads, the more so. The main selling point of attack ads to find ways that our competitors and their products in determining the objectives, the adoption of competitor's products, advertising or other marketing tactics such as relatively weak links, quickly determine the future for its lack of advertising or other communication behavior to achieve the purpose of expanding the market.
To make the problem concrete, and our current advertising of certain hot Health Products For the study to be analyzed. The product is essentially a complex combination of vitamins and minerals, in the strict sense is still in vitamins and health care. Relative to the U.S. health care products vitamins occupy two-thirds of total sales situation, because for some reason, our sales and marketing of vitamins is always tepid. Even in the "heavyweight" products on the market after the country's health care products off the market does not seem much waves. To be fair, this product is a series of ads should be said that the area has much to learn. I remember a time when just put on the market, the product positioning dozen or gift card, as before, another product of this company has used the gift card, but the name of this product is also listed at the beginning of this flag, which means This new product with the original concept of the other products in a serious overlap problem.
I am China Manufacturers writer, reports some information about motorcycle throttle cables , pocket bike starter.
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