"Nongfu Spring, a little sweet".

Whenever I am thirsty, I will think of this sentence. So I always buy Nongfu Spring mineral water to drink when I go out.

Because the water of Nongfu Spring is taken from Qiandao Lake, the "best water in the world".

Qiandao Lake in Chun 'an is known as the "back garden" of the Yangtze River Delta. Qiandao Lake, dotted with 1078 islands, is the lake with the largest number of islands in the world.

I believe that more than half of adults have heard the slogan melatonin. At that time, the brilliant giant group was on the verge of bankruptcy due to its operating conditions, and the 35-year-old founder Shi Yuzhu was in debt of 250 million yuan. But Shi Yuzhu didn't give up. With the borrowed 500,000 yuan, he started to produce and sell melatonin from scratch and earned 300 million yuan in less than two years. Such a good sales volume is inseparable from the systematic advertising marketing strategy.

Shi Yuzhu is a fan of Chairman Mao, so he respects Chairman Mao's thoughts very much. Chairman Mao emphasized: Without investigation, there is no right to speak. Shi Yuzhu not only stipulates that employees of advertising department must interview 50 consumers every week, but also listen to their voices in person. Through chatting with the elderly in every household in the village, I found that the elderly are used to thrift and are unwilling to buy such expensive health care products, and the money saved is used to support the elderly or help their children. After consulting the elderly, I found that some elderly people are using health care products. Old people say that children bought them, and they are willing to use what children bought for themselves.

Shi Yuzhu found that health care products have very important gift attributes in addition to functionality through interviews and adjustment. Focus on children's marketing and make melatonin the first choice for children to give to the elderly, so you won't worry about sales. As a result, the advertisement "No gifts this year, only melatonin" was born, and it is still printed in our minds today. Simple and straightforward, without flowery words, it has greatly attracted the attention of consumers, and Shi Yuzhu's goal has been achieved.

It is said that this is the most memorable slogan. I didn't guess. Melatonin, on the other hand, topped the "Top Ten Bad Advertisements List" all the year round.

Kidney deficiency, sometimes after overwork ... waist and legs ache, listless, as if the body has been hollowed out ... Is the kidney overdrawn? Want to make up for the kidney overdraft? Huiren Shenbao, whether he is good or not!

We are pests, we are pests, just lucky elves, just lucky elves, we must kill and destroy pests.

Impressive advertising words, I carefully counted, about the following ten:

No one thinks that Arenas can become one of the top scorers in the NBA from a second-round show, just as no one can predict what surprises Trident will bring to people, but the future of the general and the team has been completely changed because of a "gun door". But in any case, Arenas' inspirational story and Adidas' advertisements have become classics: I still wear the No.0 jersey because I have to tell myself to work hard every day.

Xiaobawang learning machine

You shoot one, I shoot one, and the bully comes out of the learning machine. You shoot two, I shoot two and learn the game together. You shoot three, I shoot three, and learning is very simple. You shoot four, I shoot four, and you can play for three days. You shoot five, I shoot five, to lay the foundation for the future. You shoot six, I shoot six, and the bully pays 486. You shoot seven, I shoot seven, a new generation of learning machines. You shoot eight, I shoot eight, and the computer is the best. You shoot nine, I shoot nine, 2 1 century beckons.

Looking back on the past twenty years, countless classic advertising words flashed in my mind, but how many were really remembered by myself?

1, anything is possible. -Li Ning brand series sportswear-directly hits the core desire of modern urbanites and inspires people to forge ahead. The moral is: where there is Li Ning, there is a sports ground; With Li Ning, how to keep fit is the fashion. With Li Ning, you can satisfy your desire for any sport.

2. What will happen to the world if human beings lose association? -Lenovo Group-Express the position and value of the enterprise through the positive effect of Lenovo on human beings. The form of the question makes people think, causes association, and short sentences are powerful and easy to remember.

3. Don't take the usual road-Mi Bang Wei's advertising words-advertising words with flamboyant personality, which reflect the era atmosphere of contemporary young people who are full of self-confidence, pursue nature and long for independence.

4, success or failure is at stake, life is heroic, but it is to start all over again. -CCTV public welfare-full of heroic feelings, reflecting unyielding intentions, showing a strong optimistic and enterprising spirit, with a strong incentive effect.

Beauty is not only a commodity, but also a cheap commodity. -Meilianmei supermarket chain-demonstrates the management belief of Meilianmei with "not only ... absolute": the best-looking goods, the best-looking service and the cheapest price. The meaning is short and implicit, which is thought-provoking.

6. Family TCM: Health is waiting here, and life continues here! -"Waiting" uses anthropomorphic rhetoric to write the intimate care of family Chinese medicine for human health, and "Extension" turns the abstract "life" into an image and writes the role of family Chinese medicine in longevity.

7. Collection of Legal Documents: Good people are rewarded! -Pun intended, which not only tightly buckles the contents of legal newspapers, but also encourages people to be kind and beautiful and stay away from evil, publicizes the high quality of newspapers and persuades people to subscribe to "good" newspapers.

8. "Modern Family": A book in hand, hand in hand for life. -"A book" is in sharp contrast to "life", highlighting the high quality of modern families; At the same time, it emphasizes the close relationship between modern families and readers.

9. Fiona Fang on Earth: Life is bitter, bitter, sweet, sour, the world is right, and Fiona Fang realizes. -Ingeniously embedding newspaper names in the advertising language, with exquisite ideas; The antithesis is neat, which not only writes the rich content of Fiona Fang on the earth, but also catchy and easy to publicize.

10, M & ampm chocolate: insoluble in hands, only soluble in mouth-this is the inspiration of the famous advertising master bernbach, which is a classic and has been passed down to this day. It not only embodies mergers and acquisitions; The unique USP of M chocolate sugar-coated packaging implies that M & amp； M chocolate is so delicious that we don't want to hold it in our hands. Stop.

1 1, Pepsi-Cola: the choice of a new generation-in the competition with Coca-Cola, Pepsi finally found a breakthrough. They found the market from young people, positioned themselves as a new generation of cola, invited super singers that the new generation liked as their brand spokespersons, and finally won the favor of young people. A slogan clearly conveys the positioning of the brand and creates a market, which is indispensable.

12, Volkswagen Beetle: It is better to think small-the American auto market in the 1960 s was dominated by large cars. When Volkswagen Beetle first entered the United States, there was no market at all. Bernbach once again saved the Volkswagen Beetle, put forward the concept of "seeing the big from the small", and used the power of advertising to change the American concept and make Americans realize the advantages of small cars. Since then, Volkswagen's small cars have been firmly in the forefront of the American auto market until Japanese cars entered the American market.

13, Nike: justdoit-Nike quickly became the first brand of sporting goods through a series of advertisements with the theme of justdoit and the star effect of basketball star Jordan, and this slogan is in line with the mentality of the younger generation. Just do it, as long as you are different, as long as you act. However, with Jordan's retirement and the transformation from Just Do It to I Have a Dream. Nike's influence is gradually declining.

14, Nokia: People-oriented technology-People-oriented technology does not seem to be first put forward by Nokia, but the connotation of this sentence has been fully exerted. Facts have proved that Nokia can become the first brand in the mobile phone market from a small brand, which truly embodies the people-oriented concept from product research and development to talent management. Therefore, the slogan is particularly powerful because it has the essence of words.

15, De Beers Diamond: Diamonds last forever, and one will last forever-this proves that classic advertising words are always a combination of rich connotations and beautiful sentences. This advertisement of De Beers diamond not only tells the true value of diamond, but also raises the value of love to a high enough level from another level, making it easy to associate diamond with love. This is indeed the most wonderful feeling.

16, Maxwell's Coffee: Drips are fragrant and full of meaning-as the second largest coffee brand in the world, Maxwell's advertising language is a language classic. Unlike Nestle, Maxwell has a better sensory experience. Although it is not as straightforward as Nestle, it conforms to the artistic conception of coffee, and at the same time, it closely combines the mellow taste of Maxwell coffee with the inner feelings, which can also stand the test.

17, Piano in Shan Ye: Children who learn piano will not go bad-this is the most famous advertising slogan in Taiwan Province Province. It captures the parents' mentality and adopts an attack strategy, instead of talking about the advantages of piano, it attracts parents from the perspective that learning piano is beneficial to children's physical and mental growth. This is really effective. My parents agree with Yamaha, so buying Yamaha's piano is the next step. Shan Ye is very clever in this respect.

18, Maxwell Coffee: Good things should be shared with good friends-this is the advertising slogan launched by Maxwell Coffee when it entered the market in Taiwan Province Province. Because Nestle has firmly occupied the market in Taiwan Province Province and the advertising language has been deeply rooted in people's hearts, Maxwell Coffee had to start with emotion and combine coffee with friendship, which won the recognition of consumers in Taiwan Province Province, so Maxwell Coffee successfully entered the coffee market in Taiwan Province Province. When people see Macmillan coffee, they will think of the feeling of sharing it with their friends, which is really good.

19, XO, remy martin: As soon as remy martin opens, good things will come naturally-the distinguished remy martin is not enjoyed by ordinary people, so drinking remy martin XO will definitely have some different feelings, so remy martin gives you a hope that as long as you drink remy martin, good things will come. With such auspicious "divination", who doesn't want to drink remy martin? Especially those nobles, are convinced.

20. Dove chocolate: creamy and silky-the reason why it is classic is the psychological experience of "silky feeling"; Silk can be used to describe the delicate and smooth feeling of chocolate, with high artistic conception and rich imagination. Make full use of synaesthesia and bring the power of language into full play.

2 1, Intel: Give the computer a Pentium kernel-Intel's microprocessor was originally named X86 and did not have its own brand. In order to highlight its own brand, since 586, the running speed of computers has been defined as Pentium. It is said that in order to launch its own Pentium brand, Intel gave 5% rebate to major computer companies in order to put the words "intelinside" on products and packaging, while "giving computers a Pentium kernel" was a pun, which not only highlighted the brand, but also properly reflected the function and surging driving force of Pentium microprocessor.

22. Toyota: In the end, there will be a road, and there will be a Toyota-China in the 1980s. Apart from domestic cars, only Japanese cars are imported. As the largest Japanese automobile company, Toyota naturally took the lead in the China market. This wonderful slogan was in line with the situation at that time. Clever combination of China proverbs, reflecting self-confidence and domineering, catchy. Now, I'm afraid Toyota will never brag like this again, but many people in China still remember this slogan.

23. Goldlion: Men's World-The success of Goldlion lies in its successful positioning besides a good name. They positioned their products as successful and respectable men, persisted for many years, and finally became the boutique in men's wear. This slogan is like a dragon, with a clear picture, which accurately reflects the positioning and core value of Goldlion.

24. Sassoon Shampoo: My glory comes from your grace-Sassoon is a rising star in P&G shampoo brand. They invited Vidal Sassoon: The Movie, an internationally renowned hairdressing expert, as their brand image ambassador and Vidal Sassoon: The Movie's own name as their brand, thus establishing the image of professional shampoo and hair care, and "My glory comes from your grace" is the finishing touch.

25. Philip: Let's do better-Philip's achievements in the field of home appliances are obvious to all, and it has become the most profitable electrical appliance group among the top 500. However, in addition to constantly emphasizing his innovative technology in advertisements, Philip did not forget to say modestly, "Let's do better". This kind of gentle sales promotion seems to win the recognition of Chinese people more easily. No wonder Aido moved out an effective version of "We have been working hard."

26. Levi's jeans: Different coolness, same pants-Levi's jeans is the earliest jeans brand in the world and has always appeared as a personalized image. In the younger generation, cool culture seems to be a culture that never goes out of date. Levi's jeans seize the cultural characteristics of this crowd and appear in ever-changing advertisements with the image of "cool" to impress the new "cool" crowd at the forefront of fashion and keep the brand fresh and lasting productivity.

27. Free blood donation: I don't know you, but I thank you! Everyone who participates in voluntary blood donation will be moved by this slogan. Although unpretentious, it truly reflects the voluntary blood donation and expresses the voice of a patient who accepts voluntary blood donation.

28. Nissan Motor Co., Ltd.: There were swift horses in ancient times, but now there are Nissan Motor Co., Ltd.-Toyota Motor Co., Ltd. entered the China market which was still very backward at that time almost at the same time, and their Duke, Sunshine, Bluebird and demeanor cars have always been the best-selling models in China market. In the marketing of China, Nissan Motor Company used a very traditional advertisement from China: In ancient times, there were swift horses, but now there are Nissan cars, which narrowed the distance with Chinese people and thus established Nissan's second position in China.

29, BMW: driving fun, unlimited innovation-BMW and Mercedes-Benz are both boutique cars, the difference is that Mercedes-Benz reflects a sense of dignity and identity, and car owners often hire people to drive; BMW is different. Although it also represents identity, it obviously belongs to the younger rich class. They often drive their own cars to experience the driving pleasure of BMW, which is also the charm of BMW.

30,555 cigarettes: extraordinary, mellow and satisfying-the internationally famous cigarette brand 555 is the star of the tour. Although they can't appear in the public media, they have become sponsors of various international automobile races and rally. The communication language of 555 cigarettes reveals a kind of temperament and mentality, satisfies the psychological feelings of smokers with aggressive language style, and makes smoking a psychological experience.

3 1, 7-up drink: non-cola-Facing the "monopoly" of Coca-Cola and Pepsi-Cola in the cola market, 7-up soda is facing an embarrassing situation. At this time, Qixi adopted reverse thinking and positioned itself as a non-Coke carbonated car, which distinguished itself from Coca-Cola and Pepsi-Cola, but achieved unexpected success and became the third largest brand in the carbonated beverage market. Creative positioning has created a brand-new market for Qixi.

32. Tissot Watch: Swiss Tissot, World Shuttle-Tissot Watch is a famous Swiss watch with simple advertising language, rhyming skills and easy memory. It is a model of the ingenious combination of communication language and China language in international brands.

33. Kodak: This is the moment-the first brand in the film market never emphasizes the saturation of its own color and the fineness of its particles. It is the eternal theme of Kodak film to impress consumers with wonderful and unforgettable moments in life, stay in beautiful moments and give you eternal memories. Whether "Every Moment of Life" or "This Moment" is a concentrated expression of the theme.

34. Motorola: Flying over the Infinite-In the simulation era, Motorola is a well-deserved overlord. However, due to strategic mistakes, Motorola was surpassed by rising star Nokia in the digital age and lost its former glory. Motorola dreams of spreading its wings of freedom again one day, flying high and flying over infinity. This is Motorola's ideal. Today, in the era of infinite interconnection, Motorola finally flies freely again. The rapid economic development in China has created a number of outstanding domestic enterprises and well-known brands. Among them, those communication languages that have been tested by the market have become an integral part of brand value, which has injected spiritual food into the brand and well interpreted the core values of enterprises and brands.

35. Haier: Haier, made in China-Domestic household appliances have always been considered as good quality and cheap, and even if they are exported, they are rarely made into domestic brands. Haier, the leader of China's home appliance enterprises, decisively played the banner of "Made in China" when China's home appliance industry was maturing, and shouted with confidence, which inspired China people's self-confidence and enhanced their national pride. As far as advertising language itself is concerned, beauty lies in a "creation", which is concise, powerful and full of confidence.

36. China Unicom: Love is a Chinese knot, and China Unicom is universal-the symbol of China Unicom is the image of a Chinese knot, full of affinity. The birth of China Unicom has made great contributions to the development of communication industry in China. They challenged China Telecom again and again, and gradually developed in the competition of high-quality service and low price. Unicom naturally integrates its logo and brand name into the advertising language, achieving harmony and unity from appearance to spirit, which embodies the spiritual concept of the enterprise.

37.BusinessCom: Technology makes you more relaxed-the rise of BusinessCom is a miracle. They use the easy-to-use BusinessCom to explain what "technology makes you easier", that is, to make life more orderly and convenient with simple operations. This is the benefit of high technology. With the overwhelming advertising, BusinessCom has created a market.

38. Fiyta: Once you have it, you have no choice-when people's quality of life reaches a certain level, watches will no longer be used for such a single purpose. Fiyta connects itself with identity with noble quality, which makes people wear Fiyta watches and feel more extraordinary temperament and exclusive respect. If you feel this way, would you choose another watch?

39. Li Ning: Keep the excitement to yourself-the best sporting goods in China is probably "Li Ning". Sporting goods are the world of young people. You must create a unique brand personality to attract them. Nike's success is proof. Li Ning's brand road is not smooth sailing, neither a Nike superstar nor an international background of Reebok. "Keep the wonderful things for yourself" is also in line with the mentality of teenagers. Who doesn't want to be wonderful?

40. Changyu: Legendary quality, lasting for a hundred years —— When imported red wine swarmed into the China market, domestic red wine represented by Changyu was not repelled, but by shaping Changyu's brand image for a hundred years, it enriched the connotation of wine culture and made a national time-honored enterprise with legendary quality stand firm.

42, Coca-Cola: forever Coca-Cola, unique and delicious-in the carbonated beverage market, Coca-Cola is always a gesture of giving up, as if Coca-Cola is delicious. Although the slogan of Coca-Cola changes every few years, and many classic theme slogans have been handed down, it still takes the longest time and best represents the spiritual connotation of Coca-Cola.

All in all.

In the early 1990s, there was a grand advertising slogan:

"Put on two-star shoes and walk the world smartly."

No gifts, no gifts, only melatonin!