Chapter 38

【Latest Broadcast】Tomorrow is May 15th, the anniversary of Qidian, the day with the most benefits. Besides the gift packages, this year's "515 Red Envelope Frenzy" is definitely worth watching. Why would anyone not grab a red envelope? Set your alarm clock!

The ninth rule of the Mai family's fraud: A successful scam requires time, and a successful scammer must be patient.

After successfully luring Su Youpeng, Mai Xiaoyu temporarily put the matter aside and found Gu Hongzhou to fully prepare for the summer fruit juice advertising battle.

Times have changed. This time, Mai Xiaoyu was well-prepared for the negotiations with the Ice Spring Water Company.

He brought in Xiao Xing, reviewed the detailed information about Ice Spring Orchard, and had several discussions with Shengshi. Two days later, Mai Xiaoyu and Gu Hongzhou, along with the Shengshi advertising team, arrived at the Ice Spring Water Company's Beijing branch.

After some brief pleasantries, both parties entered the meeting room.

The door was closed, the curtains were drawn, and the slideshow began.

A Shengshi advertising designer stood in front of the projection screen, explaining the duration of the ad, the shooting format, the specific details, and the selling points of the ad with confidence.

"Currently, most fruit drinks have a label on the bottle that says, 'If sediment is present, it is fruit pulp. Shake well before drinking.' Our ad concept uses reverse thinking, changing the apologetic tone to a recommendation, to reassure consumers and use this as one of the product's selling points."

"Your company's Ice Spring Orchard is made from three types of fruits. 'Shake before drinking' can vividly demonstrate the high concentration and genuine quality of the product, proving the superior quality of Ice Spring Orchard."

"Additionally, the line 'Shake before drinking' is catchy and easy to remember. It can also trigger children's natural tendency to imitate, promoting a new way of drinking..."

The brand promotion director of Ice Spring Water Company, Li Wendong, maintained a stern expression throughout. Only when he heard the phrase "Ice Spring Orchard, shake before drinking," did a glimmer of interest flash in his eyes.

After the designer finished the presentation and the curtains were drawn back, Li Wendong shook his head solemnly.

No way!

The ad is too simple.

A father and son, dressed in beachwear, buy a drink at a beverage store. Seeing the Ice Spring Orchard poster with the line "Ice Spring Orchard, shake before drinking," they comically shake their bodies. The beautiful salesgirl looks at them strangely.

Voiceover: Ice Spring Orchard is made from three types of fruits. Shake before drinking.

Wide shot: The father and son walk away, still shaking their bodies and wiggling their hips.

End of ad.

Sigh, how to put it?

The ad lacks sophistication!

Compared to the artistic quality of Dove's window display ad, this ad is a million miles behind.

"Whose idea was this?" Li Wendong asked the designer, who was at a loss and looked at Mai Xiaoyu, unsure how to respond.

"Mine. Is there a problem?" Mai Xiaoyu countered.

"What do you think? Our company is paying a million, and this is what you show me? Look at Dove's ad, then look at this. Apart from the ad line, everything else is disappointing."

"Your company's product and target consumer group are different from Dove's. Why are you comparing them?"

Dove chocolate mainly targets two consumer groups: couples and women. The age range includes 16-28-year-old couples in the romantic phase; young female white-collar workers; and 30-45-year-old middle-class couples who value their lifestyle.

What about Ice Spring Orchard?

Why do you, a beverage company, need such a high level of sophistication?

Is it necessary?

Isn't it better to be down-to-earth and appeal to the masses?

Besides, you're only paying a million. What more do you want?

Mai Xiaoyu pointed at the designer: "The ad's concept and selling points were clearly explained. If you think calmly and show sufficient professionalism, it's not hard to see how the ad line and the actions of the father and son can leave a deep impression on the audience."

An ad is already half successful if it can leave a lasting impression on the audience.

Li Wendong wanted to say something, but Mai Xiaoyu was annoyed: "To be blunt, this ad line is worth a million. If it weren't to teach the Tianyi people a lesson, I wouldn't have accepted this price!"

That's too harsh! You don't do business like this!

Gu Hongzhou couldn't sit still and wanted to mediate. He stood up to speak, but Xiao Xing pulled him and signaled him not to say anything.

What kind of people are these? Doing business like this, won't they lose friends?

Gu Hongzhou sighed inwardly, preparing to leave. However, Li Wendong's reaction caught him off guard.

Li Wendong didn't get angry; instead, he became more enthusiastic: "Tianyi Planning? The 4A company that handles the Minute Maid Orange Juice ad?"

Ice Spring Water is a large private enterprise in China, preparing to enter the fruit juice market this summer. They have done extensive research and collected a lot of information on their competitors, including Minute Maid.

Minute Maid is an American company that entered the Chinese market this year, planning to launch the Minute Maid Orange Juice in the summer. It is the direct competitor of Ice Spring Water. If Ice Spring Water loses to an established fruit juice company, there might be some excuses, but if they lose to Minute Maid, it would be due to poor brand promotion!

"Mr. Mai, have you seen their ad shoot? How was it?"

"I haven't seen it, but it's probably similar to other fruit juice ads. Celebrities and beautiful women as endorsers, using beauty to attract attention and leveraging the celebrity effect to win consumers..."

Li Wendong's eyes lit up: "Differentiated marketing!"

Other fruit juice brands all use the celebrity and beauty route. By the summer, the PET-packaged juice market will be flooded with beautiful women, and the audience will easily get tired of it. Mai Xiaoyu's ad design is distinctly different, adding a unique sense of fun and entertainment to enhance consumer memory.

Buzz—

His phone vibrated violently, and a call came in.

Mai Xiaoyu smiled apologetically and walked to the corner to answer the call: "Who is it?"

"Is this Mr. Mai Xiaoyu from Mengren Film?"

"Yes, it's me."

"Hello, Mr. Mai, this is Su Youpeng."

"Su Youpeng? How do you have my phone number?"

"I asked Liu Tao, and she told me. Are you available to talk now?"

"Mr. Su, please wait a moment. I'll find a better place."

Covering the phone, Mai Xiaoyu said, "Sorry," and walked out of the meeting room.

Su, Su Youpeng? That Su Youpeng?

Li Wendong and Gu Hongzhou exchanged glances and then looked at Xiao Xing.

Xiao Xing nodded proudly, playing the role of a con artist, exaggerating how Mai Xiaoyu and Su Youpeng became good friends. Of course, the focus was on the conflict between Mengren and Tianyi.

Your company has only been around for a short time, and you're already clashing with everyone? Tianyi is a 4A advertising company!

Gu Hongzhou listened helplessly, but Li Wendong was very interested.

"Director Xiao, what do you think about inviting Mr. Su Youpeng to shoot our ad?"

"Inviting Liu Dehua would also be fine, as long as you can afford it."

Forget it, I didn't say anything.

Li Wendong chuckled and pulled Gu Hongzhou aside, asking quietly, "What's Mr. Mai's personality like?"

Gu Hongzhou couldn't figure out Li Wendong's intentions and thought for three seconds before answering cautiously, "I haven't known Mr. Mai for long, but he is a good person, righteous, talented, and knows his limits. He just has a bit of a grudge and doesn't like to be taken advantage of."

A bit?

I think he's the type who holds grudges for the slightest offense.

Li Wendong laughed happily.

PS. On May 15th, Qidian is raining red envelopes! Starting at noon, there will be a round of red envelopes every hour. A large wave of 515 red envelopes, it's all about luck. Go and grab them, and use the Qidian coins you get to subscribe to my chapters!

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