Hi hello, here is the "Super Brand Internal Reference", which is presented by Little Lion Emperor on time every Monday, and better becomes the internal reference reading material for brand marketers, providing the most valuable internal reference information in the field of brand marketing.
Quick Facts About Internal References
These things happened last week.
Brand Events:
Chery Automobile's public relations is hot, and the result is a big overturn!
KFC co-branded Wind Oil Essence, staged "crazy and crazy"!
Cudi was "forced" to sell alcohol, is he really in a hurry this time?
What impact will OpenAI have on the release of Wensheng **SORA?
Sprite officially "ran naked", and Coca-Cola tried to operate a label-free Sprite!
Fat Donglai has an accident on the hot search! No criticism, only advocacy!
New Financing Express:
AR eyewear brand Xreal secures $60 million in strategic financing;
The new dessert brand Bingguole received $5 million in Pre-A round financing;
Tezeus, an electric bicycle brand, received tens of millions of yuan in financing;
L'Oréal Group announces minority investment in TO SUMMER;
Recently, a user of Chery's "Internet celebrity grandmother" had a dispute with a Mercedes-Benz car and posted it on the Internet. **The Mercedes-Benz man smashed the car with his fist, causing the hood to dent. **After the release, Chery Automobile quickly followed the trend, and released a related ** on the same day, saying "Our grandma is our own pet", and provided the Internet celebrity grandmother with a Tiggo 9 scooter. Under Chery's wave of operations, everyone's focus is on the pattern, and few people pay attention to the quality of automobiles and damage assessment.
However, after the Mercedes owner's dashcam**, the matter took a sharp turn. As a result, Chery Automobile has been pushed to the forefront, and the quality and damage assessment of automobiles have regained the attention of netizens. Because of following the trend too quickly, Chery fell into the whirlpool of **, and the brand live broadcast room became the main battlefield of the ** controversy. Chery's incident has taught the brand a lesson, rubbing the heat is a double-edged sword, before understanding what has happened, making conclusions too early and team, it is easy to overturn.
Recently, KFC and Dragon Tiger Wind Oil Essence launched a joint activity and launched a co-branded product "Crazy Oil Essence", making Crazy Thursday crazy and crazy!
Launching "Crazy Oil Essence" on Crazy Thursday, KFC knows how to go crazy. Although the design of the co-branded product is relatively simple, only the original bottle type is pasted with a sticker with the KFC logo. However, the name of "Crazy Oil Essence" has grasped the mental state of consumers, and it has also cleverly rubbed the heat of the New Year on the occasion of the alternation of the Year of the Dragon and Tiger.
In fact, this is not the first time that KFC has launched an "explosive" collaboration. Previously, KFC has joined hands with Liushen to launch the "refreshing, six-to-brown" trendy items coffee-flavored Liushen Flower Water and Liushen Lemon Sparkling Iced Coffee. Through the explosion of the co-branding, KFC has vividly displayed the brand genes of fun-loving and playful, and it has been deeply imprinted in the minds of consumers.
Recently, Cudi, which has been a topic of conversation since its establishment, has made new moves. First of all, Cudi decided to open custody in the mode of "exempting 1%-3% custody fee", and at the same time subsidized the 4 cups of the benchmark Luckin to 35 yuan cup to increase the confidence of associates. Combined with Cudi's recent accelerating joint actions, the former "king of store expansion" is anxious, and wants to increase subsidies to deal with the sales problem after entering the off-season, as well as the problem of more and more franchisees closing stores and transferring.
Secondly, the brand forced the associated store to push 3,360 yuan of liquor, and started the system to automatically order, and some affiliates were hesitant to order wine, and the system directly deducted the money. No matter how you look at it, it seems that letting the coffee seller resell the liquor is a bit "cross-border", and it is easy to blur the brand's own coffee positioning, which is not conducive to the future development of the brand.
To fight the country, we must also guard the country. As the competition on the coffee track enters the second half, how to realize the vitality of the brand's long-term popularity is an important proposition for Cudi and even major coffee brands to think about.
Recently, OpenAI once again released a big move and released a product that is expected to change the advertising industry, that is, the SORA model of text generation.
The SORA model is a Wensheng ** product, you write a paragraph, and the AI will generate a paragraph of up to 60 seconds according to your description. No matter how wild the idea, it can be made for you. Moreover, SORA is not simply to reproduce what the user wants, but also to understand the way and spatial structure of these things in the physical world.
As an efficient creative tool, SORA may have a huge impact on the advertising industry, traditional film and television, and the short ** industry. For example, for the animation industry, SORA can create a flexible and vivid virtual character and create an anthropomorphic virtual IP. For films, SORA will greatly reduce the difficulty of film and television special effects, save a lot of shooting work, and use AI to produce special effects and high-risk shots, greatly reducing shooting costs and avoiding many dangers. Of course, even if Sora is powerful, it is based on human creativity. Therefore, creative people and brands will not be eliminated by it.
Recently, in order to practice the concept of environmental protection, Coca-Cola has trialed the label-free Sprite packaging bottle in the United Kingdom, replacing it with embossed logo and laser engraving.
In the new packaging design, the bottle is no longer labeled, but has an embossed logo on the front and a laser engraving on the back. According to the official introduction, the operation of the label-free Sprite will help reduce the use of packaging materials, further optimize the process, and help achieve the sustainable development goal of "100% packaging can be achieved by 2025, and at least 50% recycled plastic will be included in all packaging by 2030".
It is worth mentioning that Sprite uses a green cap, while a zero-calorie Sprite uses a transparent cap. The design of differentiating product categories through different color caps helps consumers easily identify different products without labels, and marks a major shift in the brand's marketing strategy. Javier Mesa, vice president of marketing at Coca-Cola Europe, pointed out that the core purpose of the trial is to ** consumer response to the new packaging. On the dazzling shelves, whether the unlabeled Sprite can attract the attention of consumers with its unique shape and color has become one of the focuses of our attention.
Recently, Fat Donglai rushed to the hot search because of the negative news of "the chef tastes noodles with chopsticks to cook noodles", but a dramatic scene appeared, and the whole network did not condemn it but collectively supported it. Immediately afterwards, the staff of Fat Donglai to deal with the complaint gave a reply on the same day, "The noodles of ** are staff meals and are not sold to the public". The day after the incident, Fat Donglai issued a handling plan: suspend business for rectification, issue a suggestion award to the photographer and mail a gift, fire the employee concerned, and demote the supervisor for three months. Fat Donglai's "textbook-level" public relations is worth learning from major brands.
Why are there so many rollover brands, only Fat Donglai has such treatment? At the end of the day, goodness is its "gold medal for avoiding death." For example, Fat Donglai cleaned up the head of the department home because of the high profit from selling drugs. And when the business of the tea stall was booming, Yu Donglai's first thought was not about the turnover, but whether the employees would be too hard, and decided to let the employees leave work early every day to shorten the working hours. This is the personality charm of Yu Donglai, and it is also the brand charm of Fat Donglai.
In addition, on the opening day of the fifth day of the first lunar month, Fat Donglai Supermarket became a 5A attraction, so that the founder Yu Donglai patrolled various stores like he was worried about his children. It is said that Yu Donglai didn't do anything for a day, just persuaded for a day. As the chairman of an enterprise with an annual turnover of tens of billions, he did not stand tall, but went to the scene to patrol and solve the turmoil. Later, Fat Donglai also wrote a letter to apologize to customers, in the eyes of the public, this is not only a letter, but also a company's good intentions to every consumer.