The next day.
A lot of people were waiting to see Zhang Ye make a fool of himself. For example, the celebrity teams that had their endorsements snatched away by him, the competing companies in the same industry, his enemies, and even many of the advertising and marketing industry insiders were not optimistic about Zhang Ye's endorsement this time.
"He's taken on too many endorsements."
"Yeah, that's why the quality is no longer there."
"The first commercial was already average, so what about the rest?"
"Hai, Zhang Ye's reputation is going to be ruined."
"Who asked him to be so greedy?"
"Family Spring has made a huge loss."
"Yeah, what's the point of giving such a high endorsement fee to Zhang Ye?"
"This commercial is really too lousy. It's at the level of an intern."
However, before they could get a chance to see him make a fool of himself, all they got was a resounding slap in the face!
Many media outlets published the news.
"Family Spring sold out of stock yesterday!"
"Zhang Ye continues his advertising legend!"
"Reporter investigation: Family Spring sells like crazy!"
"Is Family Spring sweet or not?"
"Zhang Ye's new commercial produces phenomenal effect!"
"Family Spring's sales surge!"
"Family Spring may become the fourth quarter's best selling mineral water brand!"
The other mineral water brands were stunned!
The advertising world's people were stunned!
What was going on?
Sold out?
Are you fucking kidding me!?
A mineral water commercial of yours sold like crazy just by saying it was a little sweet? Based on this logic, wouldn't a commercial selling salted duck eggs with the words "a little salty" be able to sell all the way to the moon? This didn't make any sense at all! This did not conform to their advertising experience and logic at all!
Based on what!
They simply could not believe it!
Meanwhile, those competing brands were getting anxious as though they were facing a formidable enemy. They were both mineral water brands, but if Family Spring sold one more bottle, it would mean that they would be selling one less bottle. This was not like the health supplement industry like Brain Gold. Even if people bought Brain Gold to supplement their brains, that did not mean that they would not buy other health supplements like calcium, iron, or zinc. But the bottled water industry was different. This was a direct market war!
The netizens were amused.
"Pfft!"
"The legend continues?"
"It's like I'm seeing the shadow of Brain Gold from back then!"
"Family Spring has made a killing this time."
"The money they spent on Zhang Ye was really not wasted!"
"I quite liked this commercial. Family Spring is a little sweet. The image and taste are so obvious. I bought two boxes of it last night."
"I didn't buy any yesterday."
"This water is a little hot now."
"The key is that it tastes good. It's pretty good."
"Haha, I'm buying it for Zhang Ye. I have no choice. I'm a hardcore fan, so I'll buy whatever he endorses."
An advertisement once again shocked the industry!
And that was not the end. On the third day, the advertisement was upgraded!
Perhaps it was because Family Spring had stocked up previously and needed to get rid of their stock before they could put on the new packaging. Then with the crazy sales over the past two days, Family Spring's stock had been completely depleted. The new packaging went on sale. Other than Zhang Ye's photo, there were also some new things added to the packaging. The TV commercial also added a sentence.
"Family Spring. It's a little sweet."
"For every bottle of Family Spring you drink, you will donate one cent to the impoverished children in the mountainous areas."
The other contents of the advertisement did not change, except for the addition of a tagline. The details of the charity event were written in small print on the product packaging. In the end, even though Family Spring had already increased their shipments, they were still sold out overnight. Everything had happened so inconceivably and left everyone dumbfounded. It was as though Zhang Ye had used some sort of magic on them!
No one had ever used this trick before!
The people of the advertising industry had never even thought of it before!
After seeing the advertisement, many of the industry insiders were dumbfounded!
So it could even be done like this?
So advertisements could be done in such a way!?
The response from the people was very good.
"Not bad!"
"What a good brand!"
"Alright, we'll be drinking Family Spring from now on!"
"Yeah, it can even be used for charity."
"Right, it doesn't matter what we drink. Besides, this water really has the sweetness of a mountain spring."
It sold like crazy in Beijing!
It sold like crazy in Shanghai!
It sold like crazy in Shenzhen!
It sold like crazy all over the country!
It was as though Family Spring had emerged from the competition with the other two largest drinking water brands in the industry overnight and had instantly taken over the market!
Zhang Ye had once again created a legend!
An advertising miracle had been born once again!
The people of Family Spring were laughing like crazy!
Those companies that had previously doubted Zhang Ye for taking on too many endorsements were now at ease when they saw this situation. They were even looking forward to their own advertisements. There was only one thought left in their minds: Teacher Zhang Ye is indeed worthy of his reputation!
… …
Several days passed.
The advertising world had finally recovered from the shock.
In a lecture hall in the industry, a senior advertising and marketing director stood at the podium and said to nearly a hundred industry insiders who had come to listen to the lecture, "I believe everyone knows about the commercial that was shown just now. I believe everyone has watched it at least ten, twenty, or even thirty times."
Everyone in the audience nodded.
Not only that?
Some people had even watched it at least 40 times!
That advertising director laughed and said, "When a lot of people saw it for the first time, they felt that this commercial was very ordinary, simple, and unprofessional. It didn't introduce the brand culture of Family Spring, nor did it introduce how good their water quality was. Instead, it just said that it was a little sweet. Isn't that just messing around?"
Everyone nodded again.
That's right, how was this commercial good?
The next moment, that advertising director said, "Then I can tell you right now that it's a little sweet — just these three words are worth 20 million RMB each!"
The audience burst into an uproar!
"Huh?"
"20 million?"
"Fuck!"
"20 million RMB each word?"
"Isn't that too much of an exaggeration?"
"It should be because Family Spring's water is good. It really does seem sweet."
When that advertising director heard that, he couldn't help but laugh. "Is this water really a little sweet? For this reason, I have specially consulted with experts in the water industry. I can clearly tell everyone that the sweetness comes from the sugar content. And all of the mineral water brands in the country, including Family Spring, do not contain any sugar or similar sweeteners. So it's impossible for Family Spring to be sweet. Not even a little bit, not a little bit, not even a hint of sweetness! "
The industry insiders looked at one another.
That advertising director said, "After watching the commercial, I also bought a bottle of Family Spring. After drinking it and tasting it, I felt that it was a little sweet. I'm sure some of you also felt that way. Actually, it was just an illusion. It was just a simple psychological suggestion. Family Spring's water comes from Jade Lake. It's a natural spring water that is collected from many mountains and purified by Jade Lake itself. Zhang Ye must have seen this information before. He must have been thinking: How can we let the consumers have a direct and visual understanding of Family Spring's origins and brand? How can we form a beautiful impression of a sweet spring? How can we convert it into consumption? This requires a simple and visual marketing concept. And Zhang Ye is indeed worthy of being hailed as the smartest person in the world. He very quickly thought of a solution. It's just these three words: Yes! Bit! Sweet! "
Someone questioned, "Isn't that just false marketing?"
That advertising director waved it off. "That's not right. Sweetness is not the same as sugar. Sweetness does not require the water to have the taste of sugar. Sweet water is synonymous with good water. It's just like how stinky tofu is originally very smelly, but many people say that it's very fragrant. Isn't that false marketing? Sweetness not only conveys the message of good product quality, but it also makes people think of sweet and refreshing spring water, which naturally makes them feel a little sweet when drinking it. That's why Family Spring's commercial did not introduce their brand image at all. They did not introduce how clean their water is or how much better it is compared to others. That's because they don't need it. They don't need it at all. The three words' a little sweet 'are all there! "
Thinking about it carefully, everyone sucked in a breath of cold air!
A document and data appeared on the projector.
That advertising director pointed at it. "This is my rough calculation of Family Spring's sales growth and net profit. This is the miracle that Zhang Ye's commercial has created in the past few days!"
Everyone was stunned!
"That much?"
"This, this …"
"Sales have nearly doubled?"
That advertising director said, "Do you still think that these three words are not worth 60 million RMB?"
The employees could only smile wryly.
It was worth it!
And it was extremely worth it!
Even 20 million RMB for a single word was too little!
That advertising director looked at the people in the audience. "After the commercial was upgraded, they even added a new tagline. For every bottle of water they drink, they will donate 1 cent to the children in the disaster areas. Only Zhang Ye would dare to think of such an advertisement. Is a cent a lot? What's a cent worth? Besides, this money is not even coming from Family Spring. They don't even need to donate a few million RMB to a charity gala like those other large corporations to build their image. Family Spring actually doesn't need to fork out a single cent. They're just using the money that's still in the pockets of the consumers to do charity. If the consumers donate a cent to the disaster areas, it's equivalent to them contributing a few cents of profit to Family Spring. The more sales they sell, the more they donate, and the more they earn. Zhang Ye is too smart and amazing. This is not a simple advertisement at all! You all think that it's simple because you and Zhang Ye are at a very different level! "
Some people were taking notes in their notebooks.
Some people were listening attentively.
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