"This is our Phoenix Coke, the main strategy is to be happy, share, and reflect the culture of the Dragon Kingdom, of course, the important thing is to convey the spirit of our Oriental Dragon Kingdom never admit defeat and be full of hope, as well as the Phoenix Nirvana on behalf of domestic Coke"

Cui Ning and Phoenix Cola executives, as well as the company's employees, held a meeting about the "Phoenix Cola" commercial.

The executive of Phoenix Cola, Wan Cong, is actually a superficial general manager, a professional manager, a project manager of Wanxinglong Investment Company, with very professional experience in fund management and team management, and deliberately joined for this project.

The Phoenix Cola project team, Cui Ning's main planners Hua Xia, Zhang Dahai, and design director Allen were present, and Xu Tiantian, the human resources director who used to like to participate in planning meetings, rarely participated in project meetings since he watched "Titanic" with Cui Ning, but the human resources department was impeccable, and it was considered to have a high level of professionalism.

As for the original intention and mission of Phoenix Cola's establishment, except for a very few people, no one else knows, including the current general manager Wan Cong, let alone others.

"Mr. Cui, although you said that this brand will invest hundreds of millions, including advertisements on our national TV station, but I always feel that there is no play" Zhang Dahai said quickly" Compared with everything and Coke, we are a new brand and have no advantages. Especially in the cola market, domestic brands are almost dead"

"Huaxia, what do you think?" asked Cui Ning.

"What the sea said makes sense, from the perspective of the brand, our Phoenix Cola does not have any chance, but at this stage, the culture and spirit of celebrities and TV commercials plus Longguo, I think it must be touching to consumers," Huaxia said:

"Consumers themselves have the right to choose, but they do not really have the will to choose, especially in the face of overwhelming advertising and some spiritual persuasion, especially for many women, so many women's products are actually sold not for efficacy, but for emotion and value."

Wan Cong smiled, "Our cola is not a high-end and strong persuasion product, but a standard fast-moving consumer product, according to our data and research reports, consumers in the supermarket randomly buy the first place is chewing gum, the second place is cola, which shows the fierce competition in this market."

"It also proves that there are more opportunities, which is a good thing" A new planning copywriter, named Song Tianyuan, has a very flexible mind, although he has just graduated for more than a year, he is very motivated, and he dares to say and do.

"There is an opportunity," Huaxia said, "the market is increasing every year, and when it comes to the Spring Festival, the sales volume is simply a money printing machine."

So the key words are also very clear" Cui Ning knocks on the key "Dragon Kingdom culture, joy, spirit, phoenix, hope and light, if you add some, it also includes never say die, and create miracles. Thinking along this line, as for sales, advertising, investment and various activities, what we ask for is not high profits, but fast in and out, to achieve real fast consumption."

Wan Cong also nodded, "We have repeatedly instructed Mr. Wan that investment is not for profit, as long as it is not in debt, it is a victory, so we are required to imagine boldly, do not limit our thinking, and do not have a ceiling for thinking." I'm not a planning talent, but I am a professional in enterprise and project management, so today I will talk less, or we communicate more, when the time comes, I and Mr. Cui, directly communicate with Mr. Wan, and approve the fee."

Cui Ning said:

"Yes, let go of all marketing, the future market should not have baggage, including creativity, stars and content, according to the keywords, our advertising must be unforgettable, and there must be a hearty feeling"

"If you want to say hearty, the summer clothes and summer version of Coke Coke have always been like this, that is, the feeling of taking Coke out of the refrigerator on a hot summer day, so it is very impactful," Zhang Dahai said, "We had better go beyond this feeling"

"The essence of transcendence is life, and it is to study and understand the target group" Huaxia thought about it, "Coku Cola has always been around basketball, football, campus, games, music, etc., so it is deeply liked by young people"

"What are some of the symbols of our Dragon Kingdom culture, and what are the ones that are invigorating, exciting, and make people want to drink Coke," Cui Ning continued to guide.

"Farmers farm the land, harvest a bumper harvest" Zhang Dahai.

"The brand taste is not quite right," Huaxia said, "horseback riding, condor shooting, Chinese New Year, martial arts, ......"

"Where do you young people like it" Song Tianyuan didn't care that Huaxia was his boss, and said his opinion, "These are definitely not as popular with young people as sports and music"

Huaxia was robbed of white by his subordinates, a little embarrassed, glanced at Cui Ning, and smiled, "Then what projects do you say can fight against the spiritual expression of Coku Cola"

Song Tianyuan replied: "I think it's best to retaliate with a tooth for a tooth, but how to do Cool Cola, we also do the same, anyway, they are all superstars and TV commercials, can't we just achieve the goal?"

"It's also an alternative," Cui Ning said, "but it's not the best option, and ...... Our advertising is not necessarily just for consumers to see, there is also to create topics, convey our spiritual beliefs, the direct role of advertising is not necessarily sales, but the purchase impulse and desire to buy, as well as the interest in buying, the analysis path of the problem should be understood, do not be deceived by the master planner"

"The traditional project, the most typical one in our hometown is the dragon boat," Wan Cong said, "and it is also a project of the traditional festival Dragon Boat Festival."

"The dragon boat race, it's very interesting" Cui Ning said, "The key is water sports, it can't reflect the urgency of the body, that is, the feeling that the body wants to drink drinks, but Cool Coke is done well, such as the summer heat, between basketball games, open a can of Coke, whether it is perspective or hearing, you feel that you should drink Coke"

"It doesn't have to be a dragon boat race, you can also ride a horse," Song Tianyuan continued.

Cui Ning shook his head slightly, "If you ride a horse, the movement of the horse is too strong, the impact of our products will be weakened, and the relationship with the public is relatively far away, suitable for high-end products, not suitable for Coke."

It's best to reflect our products more clearly, and I think the dragon boat is interesting, first of all, there is a dragon word, and it is a sports item of the Dragon Boat Festival, so it can represent the national characteristics and spiritual beliefs of the brand."

"Can you use the form of cartoons, animals row dragon boats?" Hua Xia said.

Cui Ning thought for a while, "It's not impossible to cartoon, but our first version of the advertisement, don't be too virtual, or be more intuitive, I think, just choose an important scene, put the product in it, and then drink, share, the picture impact should be strong, there must be cultural connotation, enough"

"I think the best performance of the picture is the power and sweat" The design director who has not spoken, Allen said, "The close-up of sweaty rain, how to combine it with the dragon boat, may not necessarily be the competition scene, it can also be the scene of making the dragon boat, or the scene of the first launch of the dragon boat, I don't know if it's right, the grand scene is actually composed of details, otherwise the cost is high"

Cui Ning nodded, "This feels right, Mr. Wan, then over there, if it is the first time that the dragon boat is launched, there is no ceremony, such as the same as the lion dance and picking green?"

Wan Cong smiled embarrassedly, "I really don't know about this, but I can call now and ask the old people in the village"

Cui Ning said "um", "You can go to my office and call, and we will continue to discuss here."

Wan Cong walked out of the conference room and went to Cui Ning's office to make a call.

The meeting continued.

"Mr. Cui, do you mean to magnify one of the ceremonies of the dragon boat, and then the product runs through it, reflecting the culture and spirit of the dragon country, and then launching the product, is that what you mean?"

"It's almost, and the spokesperson I'm going to use Hong Kong Island action superstar Chen Long, what do you think?"

Several employees were a little surprised, "Is that the cost support?" and asked Huaxia.

"The cost, don't worry about it," Cui Ning said, "Although Mr. Wan said that he didn't understand this kind of ritual, but I already had a vague feeling in my heart, because there must be ancient rituals when the dragon boat was launched, even if there are few now, or these rituals are no longer used, we can also dig them out, because the dragon boat, Phoenix Cola, and the dragon and phoenix are auspicious, which is a good sign."

"Mr. Cui originally believed this," Zhang Dahai said, "but the dragon boat is indeed very graphic, but how is the product reflected in the advertisement?"

"It's not a problem," Cui Ning said, "The so-called product embodiment, as long as the big idea comes out, when it comes to the shooting site, like a prop, there are countless ways." Okay, let's rest for ten minutes, and when Mr. Wan finishes calling, we'll sort out the ideas, and I'll contact Chen Long's agent first, and quickly determine the shooting date."

Of course, after Wan Cong's phone call, the dragon boat launching has a very grand ceremony.

The first part is called "please" dragon boat, and every year the community will put the dragon boat into the dragon boat house for repair, renovation, etc. one month before the Dragon Boat Festival, and then "invite" the new dragon boat to participate in this year's dragon boat activity.

If it is the first time to launch the dragon boat, pay more attention to it, and sprinkle a little water on the dragon boat in advance before launching, which means smooth sailing.

And each dragon boat must be specially put into the water before it is launched, which means that "the dragon wakes up" and is full of aura.

After the dragon boat is "invited", the next step is to worship the ancestors, worship the river, worship the officials, and worship the land god.

The table of worship was decorated with offerings such as golden pigs and fruits. Then stuff lettuce into the mouth of the dragon boat, which means that life is violent.

Then the respected old man or the master of the dragon boat race will put paper money and a few packs of "dragon boat cakes" into the dragon boat boat. After a round of burning incense and paper money, Han carried the dragon boat from the shore down the lake for the launching ceremony.

Generally speaking, a dragon boat needs a dozen people to carry it, and it also embodies the spirit of unity.

Of course, if it is not a competition, but a dragon boat performance, the staff will also carry boxes of "dragon boat cakes" onto the dragon boat and swim in the lake with the strong men.

Afterwards, the strong men rowed their oars to the rhythm of the drummer's beating of gongs and drums, and the two dragon boats rowed around the lake according to their routes.

As the two dragon boats approached the shore, the villagers who were scattered around to watch the launching ceremony of the dragon boats lined up on the shore.

It turned out that the "dragon boat cakes" after entering the lake would be distributed to the villagers for free after they landed, so the villagers were waiting in line.

In fact, "dragon boat cake" is some of the southern specialties of pine sand crisp, etc., because of the "sitting" dragon boat into the water to swim in the lake, so it is called "dragon boat cake".

Generally speaking, auspicious words such as "auspicious ruyi" and "dragon horse spirit" will be written on the "dragon boat cake", because "dragon boat cake" has a good meaning, "people who have eaten 'dragon boat cake' will have everything smoothly in the coming year, good health, and dragon horse spirit, so people who come to watch the dragon boat launching ceremony every year will take a few 'dragon boat cakes' and go."

If it is a dragon boat race, the Han, Miao, and Dai are different, but the similarities are that there must be an elderly person to be the drum head and a child to be the drummer. There are also ceremonies such as firecrackers, which are very lively.

After listening to Wan Cong's introduction, Cui Ning made a decision, and the advertisement of "Phoenix Cola" used the scene of the dragon boat being launched, of course, it was a scene under the scorching sun, reflecting the feeling that the body urgently needed Coke.

The advertising script looks something like this:

Early morning, morning glow, morning sun.

Scenes of busy docks, river beaches, and dragon boat making.

The banner of Phoenix Coke is flying.

A child looks up at the rising sun and the river beach.

The craftsman door hammered hard, closing each piece of the dragon boat's plank.

Workers place cans of Phoenix Coke on dragon boats.

Shirtless young men leaned over and a dozen people lifted a dragon boat.

The sun, the sweat, the desire of the body.

Vision: Between the blue sky and white clouds, dragon boats are launched.

Gongs and drums, shouts and auspiciousness.

In the sound of gongs and drums, open a can of Phoenix Coke and drink it heartily, incomparably feeling.

Subtitle: Phoenix Cola, everyone is happy!