Heinz's advertising campaign was in their headquarters building, and early in the morning, Don DeJimmy and they were sitting outside the conference room in the building.

There are three main companies in this advertising competition, namely IPG, Ogilvy and Lion.

Of the three, only the male lion was the smallest, and if it weren't for the recommendation of Domino's boss, they wouldn't even be able to enter the door of the building.

From this point, it can also be seen that the top management of Heinz does not seem to be rigid, and everything is based on creativity.

Tang De put on a formal suit for the first time today, a gray-blue suit with a dark green tie, looking elegant and charming. The female clerk in the short skirt and black silk who received next to her peeked in this direction from time to time, maybe she felt that it was not enjoyable to be far away, so she simply brought a glass of water and handed it to Tang De.

"Thank you." Tang De nodded, smiled and thanked her.

"Hell, Donde, I really shouldn't have been sitting with you." Jimmy rolled his eyes, it was like this when he was at school, as long as there was any good-looking girl who appeared, it was definitely for Donde, and he stood aside like a foil.

"You're handsome, Jimmy, but you're a little bit worse than me." After Tang De finished speaking, he looked at the other two, and Apollion was still as stocky as a hill, sitting on a chair like a balloon.

And Maroni is even more sassy today, wearing a white suit and pink tie, like a male publicist in a nightclub.

He was silently reciting words with a few pieces of paper at this time, as if he was well prepared.

In contrast, Don De is much more casual.

Several people waited for a while, and suddenly heard a "creak" sound from the light yellow wooden door of the conference room, and then a group of elites in suits and leather shoes walked out from behind the door.

They come from IPG, a large global advertising agency based in New York. So just from their temperament, you can see a little arrogant.

And when this group of people passed by, Maroni wanted to stand up and say hello, but as soon as his butt left the chair, he found that they didn't have any intention of stopping, and strode straight over.

"Uh......" Maroni had to pretend to be casual and dusted off his body, and muttered to himself, "It's so tiring to sit." ”

But no one cared about his words, because Tang De had already gotten up and walked to the conference room first.

"Wait a minute...... Maroni didn't sit still, and hurriedly got up and rushed to the door, grabbing Tang De and being the first to walk in.

Seeing this, Jimmy mocked in a low voice: "I thought he was a chimpanzee courting in Africa, so anxious." ”

"Don't insult the chimpanzee, Jimmy." Don straightened his collar and walked in after Apollion.

In the room is a jury bench made of several sofas, on which are the executives of the Heinz Company are seated, and opposite is a whiteboard and several drawing boards.

"Hello!"

"Hello."

When the executives of Heinz stood up to greet them, Maroni politely stepped forward to shake hands with them and greet them, and introduced the four people on his side by the way.

And the Heinz executive David also briefly said the names of the judges on his side.

But Donde didn't pay attention to the others, he only remembered the young man named Henry who sat in the center with short blond hair, because he was the CEO of the clapper.

"Okay, then let's not waste time, you guys can get started."

After a few pleasantries, David announced the start of the creative speech, and Maroney immediately stood in front of the drawing board and talked.

"In fact, this is the case, our Lion advertising agency, this time for the Heinz advertisement, a total of two creatives."

Maroni has a lot of small movements when he speaks, like a hip-hop singer, and with his fancy clothes, everyone is dazzled.

"And the first idea, which I came up with, is called 'Bring Heinz Over,' gentlemen, please look here."

He was still talking about the same idea as before, and after showing Henry a few food items, he turned the plastic film over, and a line of words suddenly appeared in front of everyone's eyes. Then he touted this advertising slogan, from user psychology to advertising, and from advertising to journalism.

In short, it sounds very lofty.

However, Don noticed that Henry's brow furrowed and loosened at the sight of the text, and in the middle of Maroney's pause, he suddenly interjected, "But it doesn't look like we're showing our ketchup." ”

"Of course!" Maroni didn't hear Henry's latent meaning, but excitedly said: "Salads, steak dressing, tomato sauce can be all kinds of seasonings, Heinz, two words mean everything." You must know that the most effective marketing method is association, which is the fantasy of the audience. ”

"Uh-huh." Henry pestled his chin and let out a short, nasal sound.

"Of course, ketchup can also appear in the picture if you need it, and we can use both ways at the same time."

"Okay, I see." Henry nodded slightly, his eyes drooping, as if he was in a state of displeasure.

Seeing his expression, David said, "Okay, thank you for your creativity, we'll take it seriously." ”

As soon as this sentence came out, even the thoughtful Apollion heard the bad meaning, and hurriedly said: "I'm sorry, but we're not done yet, and we still have an idea." ”

"And another?" David's expression was a little impatient.

"Yes." Jimmy chimed in: "A completely different idea. ”

"Then listen to it again, David." Henry cheered up and smiled and motioned to continue, but David looked at his watch: "Then give you another five minutes, let's start." ”

Hearing this, Tang De stood up and came to his drawing board: "Actually, it doesn't take five minutes, two minutes is enough." ”

"Oh?" This sentence finally made Henry feel a little interested, and the confident temperament on Tang De's body also made him a little more serious.

"You must have been haunted by competitors for a long time, right?" Tang De didn't talk about his creativity first, but threw out a question.

He then said in the raised eyebrows: "There are endless seasoning ketchups, and in the publicity, each one says that its texture and taste are no different from ketchup, but in fact...... This is just deceiving the masses, and has been deceiving for too long. ”

Henry nodded silently, this is something they have been worrying about, the ketchup market share is so large, if it is preempted by other condiments, then the profit of their own company will be lower and lower.

Originally, the cost of making real ketchup was already very high, so the market share must not be ceded, which is why they continue to advertise.

Don De got to the point, and now it's up to him to help him solve it, or alleviate the situation.

And Tang De was also prepared: "Look here." ”

He turned the drawing board around and it was a vertical cover, topped by a glass bottle of Heinz's classic tomato, with a rich sauce running down and a row of advertising slogans below.

"Heinz, the only ketchup."

After Tang De read these lines, Henry immediately sat up straight and leaned forward slightly.

"We don't need to stress too much, just emphasize the three words ketchup, because other companies are all seasoned ketchup, and that's the biggest difference between them and us.

"So what we have to do is not to bring ourselves down to the same level as them, to talk to customers about what deals, what tastes. It's about seizing the minds of users and equating Heinz with real ketchup, so that those seasoned ketchups can't threaten us, isn't it? ”

After Tang De finished speaking, the conference room was quiet for a while, and then Henry applauded and got up with a smile: "Very good idea." ”

David and his other executives also stood up and applauded, but Apollion was a little flattered.

As for Maroni, although his face was also wrinkled and smiling, there was a sour intention in it.

"Heinz is the only ketchup, and I'm sure those customers will get rid of all the junk ketchup when they see it."

Henry applauded and continued: "Straightforward, concise, and fundamentally different from other brands. Do you know what a really good idea looks like? ”

"What?" The senior next to him asked suspiciously.

"There's no way for other companies to borrow this idea!" Henry pointed to the sentence: "The only ketchup, they can't use it at all, only us, only Heinz can use it like this, that's a good idea!" ”

"Henry, what about the other companies?" David didn't expect the CEO to speak so highly of this idea, so he hurriedly reminded him.

"Other companies can just say no, David."

Henry looked at Donde with a smile, "I don't have time to deal with them right now. ”