Wrigley's advertising highlights a simple and crude way, and their positioning of their products is often very clear.

Take Green Arrow as an example. When Green Arrow entered the Chinese market, it focused on the two concepts of "intimacy" and "confidence."

Based on these two concepts, Wrigley divided the Green Arrow brand positioning at that time into two parts, one part was the emotional theme line, and the other was the professional theme line.

The first is the emotional theme line that focuses on intimacy. In a sense, this choice completely hits the g-spot of young people.

The vast majority of chewing gum consumers are young adults under the age of 30.

At this age, when hormones are at their peak, scenes such as love and making friends are most attractive to people of this age.

With the popularity of the advertising slogan "Fresh breath brings us closer", Wrigley's rise among young people has become unstoppable.

Then there is the professional theme line focusing on self-confidence. This theme line highlights the changes in people's mental outlook after freshening their breath, emphasizing the function of chewing gum to freshen their breath.

The form of advertising is often through the contrast between the unconfident tone before and the confident expression after chewing gum.

Wrigley has captured the emotional and career needs of young people and successfully built its own brand.

Wrigley adopted a similar approach to promote Yida.

Green Arrow focuses on the two concepts of "intimacy" and "confidence", while Yida follows their overseas positioning of "health" for Yida.

In Luo Fan's impression, Yida chewing gum is a brand deeply tied to health. Its main focus is sugar-free, cleans the mouth, can be used after meals, and protects teeth.

But unfortunately, Yida still looked in the wrong direction at the beginning.

Because the concept of health has long been bound to a certain day and a certain friend.

Yida used the same concept to enter the market at this time, and the effect was naturally not very good.

This is the biggest reason why Wang Jing is not optimistic about Yida.

Fortunately, Yida is not stupid, they have found a new position.

Green Arrow is popular not only because of the hype of the concept, but also because of the certain emotional ties between Green Arrow and young people.

Green Arrow binds chewing gum to a certain emotion, and this emotion is also very suitable for combining with product functions. This is the real reason for Green Arrow's popularity.

After Yida understood its initial mistake, it stepped back from the brink, adjusted its strategy in a timely manner, and transformed the health concept tied to its products into "care."

Let the feelings of Yida and Guan Ai be deeply bound.

The slogan in the supermarket cashier advertisement, "Care for your teeth, care more about you" shows that Yida has found its own position clearly.

The subsequent new commercials starring Peng Yuyan and Gui Lunmei are also very distinctive.

In addition, a year later, the appearance of Zhang Wei and Zhang Yida, one of the protagonists in the phenomenal TV series "Love Apartment", also helped Yida create a wave of advertising.

So if you cooperate with Yida at this time, you don’t have to worry about Yida not being able to get up.

Thinking of this, I said to Wang Jing: "Brother Wang, please help me contact Wrigley! We have accepted this advertisement."

"Ah? Boss, are you not mistaken? If Yida's advertising fails to become popular at this time, it will not have a good impact on us."

"I know, Brother Wang, just do as I say!"

Wang Jing nodded helplessly, turned and left Luo Fan's office.

After Wang Jing returned to his work station, he found Wrigley's business order in his mailbox and sent an invitation to negotiate.

Wrigley responded almost instantly and immediately asked Wang Jing when they could meet for discussion.

Wang Jing was stunned for a moment, and he was surprised by Wrigley's reply speed.

In fact, Yida is in a critical period of expansion at this time and needs large-scale publicity.

One day and a certain Liyou seized market share too quickly. Wrigley's chewing gum market share has shrunk to 60%. If this continues, Wrigley's dominance of Chinese chewing gum will be shaken.

Therefore, Wrigley urgently needs Yida to open the market as soon as possible.

The current situation of Ke Yida is really not optimistic. Their first wave of product positioning was not accurate, which caused big problems in the development of Yida.

Later, we adjusted our strategy in time and finally managed to stabilize the situation.

But now the market share gap between Yida and Someday and Liyou is still widening.

Wrigley must not be able to continue to widen the gap in what they do. They spent a lot of money to buy many satellite TV and even CCTV advertisements, and at the same time began to seek cooperation with major manufacturers.

The first thing they thought of was naturally Baidu.

As the largest search engine in China, Baidu undoubtedly controls the largest amount of traffic.

But Baidu has no interest in Yida's business, and Baidu has a cooperative relationship with a certain Liyou.

In desperation, Yida gave up Baidu and went to Penguin.

Yida's idea was to cooperate with a certain game owned by Penguin, such as Penguin Speed ​​​​and Penguin Dance. However, the price quoted by Penguin was too high and Yida could not accept it, so it had to give up.

Since the mobile game is blocked, the next target is naturally mobile games. The most popular mobile game in China is undoubtedly Fruit Ninja, so Yida sent a business invitation to Luo Fan's Xingyuan Technology Co., Ltd.

Yida's attitude made Wang Jing feel very comfortable. His company was valued by others, which was a very good thing.

So Wang Jing set the meeting time for both parties at 10 a.m. two days later.

Now that you have decided to accept the business order from Yida, all preparations must be done first.

Then Wang Jing called his people over for a meeting, talked about Yida Shangdan, and asked everyone to brainstorm and see if they could come up with some good publicity methods.

At the same time, Gao Meng also started recruiting a translation team.

In 2010, Island Mandarin was still a minor language, and not many people could speak Island Mandarin. Therefore, Gao Meng's recruitment was not smooth. He only received a few resumes a day, and Gao Meng was not very satisfied.

According to Gao Meng's plan, her translation team planned to recruit 10 people, and she didn't plan to recruit students. But now she can't catch anyone's attention. How can this be possible?

***The author has something to say***
Chapter completed!