卖货的广告是扎心的钉

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张默闻策划集团一直是中国实战广告创意的领军品牌。从公司诞生到今天,张默闻策划集团一直靠创意取胜。拿张默闻策划的近期作品娃哈哈启力来说,大家一定会想到“正宗的营养功能保健饮料”的定位,更会想到“喝启力,添动力”和“健康提神喝启力”的经典创意语句;当别人张默闻这厮创意的娃哈哈格瓦斯的时候,就会提到“非一般的液体面包”和“跟着感觉走”等脍炙人口的创意诉求,应该说,这些广告语帮助娃哈哈饮料新产品提供了超级销售动力。但是,张默闻策划集团在面对新品牌,特别是中小品牌崛起的时候,创意玩得更加精彩。最近在中国农村市场掀起惊天巨浪的施可丰真化肥品牌就是一个新的创意传奇。施可丰是一个20年的化肥老品牌了,但由于这些年没有强势的传播,也没有出色的创意和定位,早已被对手赶出了前五强的行列。连当年只是它的小兄弟的对手品牌都已经上了央视,侵占了 Zhang Mo Wen planning group has always been China’s actual advertising creative leader brand. From the birth of the company to today, Zhangmeng Wen planning group has been relying on creativity to win. Take Zhang Mo Wen curated the recent works Wahaha Qilian, we will think of “authentic nutritional function health drink ” positioning, will think of “drink Kai force, add power ” and Force “classic creative statement; when others Zhang Mo Wen Zhesi creative Wahahagege gas, it will be referred to ” non-ordinary liquid bread “and ” followed by feeling go "and other popular appeals, should Said that these slogans helped super sales sales of new Wahaha beverage products. However, Zhang silently plans the group in the face of new brands, especially the rise of small and medium brands, creative play more exciting. The recent launch of the Schiffer Fertilizer brand in China’s rural market with a stunning wave is a new creative legend. Schifeng is a 20-year-old fertilizer brand, but because of these years there is no strong communication, there is no outstanding creativity and positioning, has long been out of the top five opponents ranks. Even the only brother of its rivals that year have been on the CCTV brand, occupied
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