On the way home as Donde and Jimmy were talking, they were interrogated by the police.

"Stop!" The policeman in a blue uniform and body armor waved his hand and motioned for Jimmy to roll down the window, then lowered his head and looked at the two with serious eyes.

"Listen, put your hands where I can see! Then take out your driver's license! He was holding a gun at his waist and seemed to be on a search mission.

And looking at the posture, it seems that you have to test drunk driving, Jimmy just drank a little bit of alcohol in the company, although it is not much, but it must be unpassable.

So Don De took out his wallet from his jacket pocket and handed it to the police: "Hey, Mr. Officer, we live in a neighborhood not far away, what happened?" ”

"Stop! Put it down! ”

The policeman held a gun in his right hand and remained vigilant at all times, but took the wallet with his left hand and relaxed his attitude when he saw the membership card of the police station inside.

Returning the wallet to Donde, he put the gun back in the holster and said, "There was a shooting just now, and several black gangs were fighting. ”

"Damn it, those guys don't know how to stop!" Jimmy complained.

"That's right." The officer nodded: "If you have any clues, let us know in time." ”

"Don't worry, it will be, hard work officer, you must pay attention to safety." Don responded with a smile.

"Nature...... Okay, let's go, go around from the right side when you go back. After that, the police officer not only did not detect drunk driving, but also let his colleague go, and waited for Jimmy and Donde to drive over before finally relieving.

"Damn, that's scary, these bitch-raised ......" Jimmy scolded Niger and took a detour in the direction the cop pointed out.

"Alright, let's go home early, this place is not peaceful at all." Tang De also sighed.

He was ready to leave the neighborhood when he earned the money, or at least to the white ghetto of New York, where security was better and more upscale, so that he could not worry about the safety of his mother and two younger brothers.

When he got home, he wrote and drew on paper and looked at the nearest newspaper.

Heinz ketchup has been running all kinds of advertisements across the United States, including television, newspapers and billboards, but the food industry itself is fiercely competitive, and Tang De only flipped through the newspapers in the last week, and saw no less than four or five different companies advertising ketchup.

Their promotional words are also similar, nothing more than starting with seasoning, some say that they are more compatible with fried chicken, and some say that they are bread partners.

There are also some bluntly saying that they are more valuable than Heinz, anyway, in order to seize the ketchup market, they will do everything.

But Donde still found some clues from their product names, such as Darling tomato sauce, and Weimei flavored ketchup.

They seem to have more seasoning than Heinz ketchup in their names, Tang De walked to the kitchen in confusion and found that there is really delicious seasoned ketchup at home, its packaging bottle looks bigger, although the color is not as rich as Heinz's, but it seems that the cost performance is indeed higher than Heinz's.

"What are you looking at?" Carmela came down from upstairs and walked to the refrigerator to take out slices of cucumbers, as if she was going to put on a mask.

"Carmela, why don't we use Heinz in our family?" Don De asked her as he held up the bottle.

"Heinz?" Carmela frowned: "Heinz's is more expensive, and the taste is similar, of course you have to buy cheaper." ”

"Does it really taste the same?"

Carmella thought about it carefully: "No, Heinz's is more intense, often a small spoonful is enough, and I have to pour a lot of this every time because it is relatively light." ”

"Let's switch to Heinz from now on." Don De put the seasoned ketchup back in the cupboard.

"Well, I'm a little nostalgic for Heinz too." Carmela has been in a good mood since the family had money, and finally began to take care of herself more.

After the two talked, Tang De also had a further idea of Heinz's advertising creativity, he drew a huge billboard on the notebook, diagonally above is a bottle of Heinz ketchup tilted 45 degrees downward poured, and the rich tomato sauce slowly flows down from the mouth of the bottle.

This is the prototype of the idea, which comes from the advertising idea of the classic whisky of later generations, except that the original advertisement is to make the poured drink realistically and pour it into the tanker truck under the billboard.

But Heinz ketchup obviously can't do that, and the selling points of the two are very different.

Therefore, Tang De wrote a few lines of words in the left space of the billboard, and these lines are the essence of the whole advertisement.

"Heinz, the only ketchup."

Tang De looked at the billboard he had drawn and nodded, feeling right.

Compared with all the ketchup on the market, only Heinz is a real ketchup, rich and real, which is its core competitiveness.

Focusing on this and differentiating it from other brands is a very sensible advertising strategy.

And that's something that Heinz ketchup has been emphasizing, and their company is very focused on its bottle packaging and brand name. As far as Tang De knows, the advertisements for decades since their establishment have been centered around this, so this advertising slogan will inevitably be recognized by the other party.

However, when he arrived at the Lion advertising agency the next day to show Apollion, he was denied by Maroney.

Because he came up with a new idea.

Maroney changed into a green suit today, with yellow hair to look even more sassy, he stood in front of the drawing board, showing everyone his creativity.

"Look, this is a steak ...... first" Behind him there are three drawing boards, each with different pictures of food, from left to right, steak, burger, and fries.

After introducing the three food products, Maroni smiled at everyone: "Do you feel that something is missing?" ”

"That's right, like a half-finished product." Apollion said he didn't understand.

When Maroni heard this, he immediately turned over the plastic film behind the three panels.

Suddenly, a line of words appeared in front of everyone's eyes.

"Hand him over." He shrugged his shoulders and exaggerated, "What's the most important thing about advertising creative?" It's the imagination, it's the imagination of the audience, and that's the most effective propaganda. ”

Maroney explains: "And Heinz here only stands for Heinz, not just ketchup, salad dressing, peanut butter, everything is included. ”

"Sounds really good." Apollion laughed, "I'm already thinking about which Heinz sauce to use for tonight's burger." ”

"yes, that's the essence of this ad."

Maroni looked at Donde: "And Donde, your advertisement." To be honest, in my years of experience, it's a bit too restrictive. It may not quite match the customer's idea of pursuing creativity. ”