Kunpeng Project Once, Brain Platinum became a giant in the health care products industry with its **advertising** in major TV **leaders**. Over the past 16 years, it has continued to dominate the sales list of health care products, and even went overseas, becoming a good product for foreigners to buy. However, around 2015, brain platinum suddenly fell to the bottom, and was regarded as an "IQ tax" by consumers and fell from the altar. This anti-transferor can't help but think: Consumers have woken up? Or is it a brand marketing failure?
The advertising method of brain platinum is very flamboyant, and the animated images of the two elderly people have become frequent visitors on the TV screen. Their dance and the phrase "no gifts will be accepted for the holidays this year, only brain platinum will be accepted for gifts" has become a well-known advertising slogan. Although this form of advertising has aroused the disgust of many viewers, it has made the name of Brain Platinum remembered by the people of the whole country。The advertising effect is remarkable: just 10 seconds of advertising can bring up to 2100 million yuan in revenue.
During the Spring Festival in 2000, Brain Platinum successfully entered the market, selling more than 200,000 pieces in only one month, becoming a leader in the gift market. In some supermarkets, Brain Platinum has even been snapped up. Foreigners have also become loyal fans, and the brain platinum in Chinese supermarkets is often sold out. What's more, an African student made a lot of money in China through ** brain platinum and became a winner in life.
Even if there is negative news revealing the inside story of the brain's platinum profiteering, accusing it of being sold at a low cost, it has not shaken its market position, but has increased its popularity. Even with negative news, Brain Platinum is still standing, and its sales performance has increased instead of decreasing. However, since 2016, consumers have begun to wake up and gradually regard it as an "IQ tax", sales have fallen sharply, and the brand has entered a trough period.
The reason why Brain Platinum is so popular is entirely because of advertising. The founder, Shi Yuzhu, invested a lot of money in advertising and made the brand famous. The brand's initial capital is only 500,000, of which 200,000 is all used for advertising。The advertising effect is immediate, and the cost recovery and even surplus are impressive. Shi Yuzhu linked health care products with filial piety with exquisite marketing methods, and successfully attracted the attention of consumers.
Shi Yuzhu has shown a unique advertising talent since he was a child, and has created many classic advertising words. He once ventured to build a "giant mansion", but ultimately failed and went into debt. In order to pay off the debt, he founded the Brain Platinum brand and turned the situation around with the power of advertising. He understands human nature and combines products with people's emotional needs for clever marketing. Brain Platinum has not only become the sales champion, but also a leader in the advertising industry.
However, the thriving of Brain Platinum is built on a disproportionate basis of efficacy and **. Melatonin, as the main ingredient, is sold for more than a dozen yuan, far exceeding its actual value. The reason why Brain Platinum has been prosperous for a long time is not only because of the product, but also because of Shi Yuzhu's superb advertising strategy, which has built it into a national brand.
However, consumers eventually woke up and refused to become the payers of the "IQ tax". In Xiao Nan's view, the end of the myth of brain platinum tells us that advertising cannot cover up the flaws of the product itself. The fate of Brain Platinum is the epitome of advertising power and the true embodiment of brand value. What do you think about the rise and fall of Brain Platinum? How much do you think advertising has an impact on the product? Feel free to leave a message in the comment section to share your views.