"This is our Phoenix Coke. The main strategy is happiness, sharing, and embodying the culture of the Dragon Kingdom. Of course, the important thing is to convey our Eastern Dragon Kingdom's spirit of never giving up and full of hope, and the phoenix nirvana that represents the domestic Coke."

Cui Ning, Phoenix Coke executives, as well as the company's employees, held a meeting on the "Phoenix Coke" advertising film.

The executive of Phoenix Coke, Wan Cong, is actually an apparent general manager and professional manager, and a project manager of Wanxinglong Investment Company. He has very professional fund management experience and team management experience, and he deliberately joins this project.

The Phoenix Coke project team, the main planners of Cui Ning Company, Hua Xia, Zhang Dahai, Design Director Alan, etc. were present. Xu Tiantian, the human resources director who used to like to participate in planning meetings, has rarely participated in project meetings since she watched "Titanic" with Cui Ning, but she has done the human resources department impeccable and has a high professional quality.

As for the original intention and mission of the establishment of Phoenix Coke, except for a very small number of people, others do not know about it, including the current general manager Wan Cong, let alone others.

"Mr. Cui, although you said that this brand will invest several hundred million yuan, including advertising on our national TV station, I always feel that there is no chance." Zhang Dahai said quickly. "Compared with All-Time Coke and Coke, our new brand has no advantage. Especially in the Coke market, almost all domestic brands have died."

"Huaxia, what do you think?" Cui Ning asked.

"Dahai said it makes sense. From the perspective of the brand, our Phoenix Coke has no chance. However, at this stage, the culture and spirit of celebrities, TV advertising and the Dragon Kingdom will definitely touch consumers," said Huaxia:

"Consumers themselves have the right to choose, but they do not have the will to really choose, especially in the face of overwhelming advertising and some spiritual persuasion, which is especially true for many women, so many women's products are not selling efficacy, but emotions and value."

Wan Cong Xiaoxiao "Our Coke is not a high-end and strong persuasion product, but a standard fast-moving consumer goods product. According to our data and research reports, the first place consumers buy randomly in supermarkets is chewing gum, and the second place is Coke, which shows the fierce competition in this market."

"It also proves that there are more opportunities, this is a good thing." A new planning copywriter named Song Tianyuan is very flexible. Although he has just graduated for more than a year, he is very motivated and dares to say and do it.

"There is a chance," said Huaxia. "The market is increasing every year, and when the Spring Festival comes, the sales volume is simply a money printing machine."

"So the keywords are also clear," Cui Ning pointed out the key points. "Dragon Country culture, joy, spirit, phoenix, hope and light, if some are added, it also includes never giving up, and creating miracles. Just think about it according to this idea. As for sales, advertising opens the way, investment promotion and various activities, what we require is not high profits, but fast in and out, real fast consumption."

Wan Cong also nodded, "Our President Wan also repeatedly instructed that investment is not for profit, as long as it is not in debt, it is victory. Therefore, we are required to imagine boldly, not to restrict our thinking, and not have a ceiling for thinking. I am not a planning talent, but I am a professional in enterprise and project management, so I will talk less today, and everyone should communicate more. At that time, Mr. Cui and I will communicate directly with Mr. Wan, and the approval fee will be fine."

Cui Ning said:

"Yes, let go of all marketing, and there is no burden in the future market, including creativity, celebrities and content. According to keywords, our advertisement must be remembered and feel refreshed."

"To be honest, the summer outfit and summer version of Coke are always like this. It is the feeling of taking out Coke from the refrigerator in the hot summer, so it is very impactful," said Zhang Dahai. "We'd better surpass this feeling."

"The essence of transcendence is life-oriented, and to study the target population clearly." Huaxia thought about it. "Coco Coke has always been focusing on basketball, football, campus, competitions, music, etc., so it is deeply loved by young people."

"What are some symbols of our Dragon Kingdom culture? What are the inspiring spirits, exciting hearts, and eager to drink Coke," Cui Ning continued to guide.

"Farmers farm and harvest" Zhang Dahai.

"The brand taste is not right," Huaxia said, "Horse riding, theatre, New Year's Eve, martial arts..."

"How can you young people like you?" Song Tianyuan didn't care that Huaxia was his boss, and said his own point of view, "These are definitely not as popular as sports, and music is more popular among young people."

Huaxia was robbed by his subordinates, and he was a little embarrassed. He glanced at Cui Ning and smiled, "Then what projects do you think you have to fight against the spiritual expression of Coco Cola."

Song Tianyuan replied: "I think it's best to have tooth. How to do Coke Coke, we do the same. Anyway, they are superstars and TV commercials. Isn't it enough to achieve the purpose?"

"It's also an alternative," Cui Ning said, "but it's not the best choice. Also... our advertisements may not be just for consumers to see, but also create topics and convey our spiritual beliefs. The direct effect of advertisements is not necessarily sales, but the impulse to buy and purchase, and the interest in purchasing. You must understand the analysis path of the problem and don't be deceived by the planner."

"The most typical traditional project in our hometown is dragon boats," said Wan Cong. "And it is also a project for the traditional festival Dragon Boat Festival."

"Dragon Boat Competition is very interesting," Cui Ning said. "The key is water sports, which cannot reflect the urgency of the body, it is the feeling of the body wanting to drink beverages. Coco Coke is done well, such as in the hot summer and in the intervals of basketball games, open a can of Coke, whether it is perspective or hearing, you should drink Coke."

"It's not necessarily a dragon boat competition, you can ride a horse," Song Tianyuan continued.

Cui Ning shook his head gently, "If you ride a horse, the dynamic feeling of the horse is too strong, the impact of our products will be weakened, and it has a long relationship with the public. It is suitable for high-end products and is not very suitable for Coke.

It is best to reflect our products more clearly. I think dragon boats are interesting. First of all, there is the word dragon, which is also a sports event for Dragon Boat Festival, so it can represent the national characteristics and spiritual beliefs of the brand very much.”

"Can you use cartoons to row dragon boats in dragon boats?" Huaxia said.

Cui Ning thought for a moment, "Cartoons are not impossible, but our first version of the advertisement should not be too virtualized, but it should be more intuitive. I think, just choose an important scene, place the product in it, and then drink and share it. The impact of the picture should be strong and culturally connotated, which is enough."

"I think the best expression of the picture is strength and sweat." The design director who has not spoken, Allen said, "How to combine it with the dragon boat may not necessarily be a competition scene, or a dragon boat is made of a dragon boat or a scene where the dragon boat is launched for the first time. I don't know if it is right. The grand scene is actually composed of details, otherwise the cost will be high."

Cui Ning nodded, "This feels right, Mr. Wan, then if it is the first time you are going to the water, there will be no ritual, such as the same as a lion dancing and picking green?"

Wan Cong smiled awkwardly, "I really don't know about this, but I can call now and ask the elderly in the village."

Cui Ning said "Yes", "Just go to my office to play, let's continue to discuss here."

Wan Cong left the conference room and went to Cui Ning's office to make a phone call.

The meeting continued.

"Mr. Cui, what you mean is to enlarge one of the rituals of the dragon boat, and then the product is penetrated through it, reflecting the culture and spirit of the dragon country, and then launching the product. Is this what it means?"

"Absolutely, and I am going to use Hong Kong Island action superstar Chen Long, what do you think?"

Several employees were a little surprised, "Is that fee support?" The question was Huaxia.

"Don't worry about the cost issue," Cui Ning said. Although Mr. Wan said that he didn't understand this kind of ritual, I already had a vague feeling in my heart, because there must be ancient rituals when the dragon boats were launched. Even if there are very few now, or if these rituals are no longer used, we can dig it out, because the dragon boats, phoenix cola, and the dragon and phoenix show auspiciousness, which is a good omen."

"Mr. Cui actually believed this," said Zhang Dahai. "But the dragon boat is indeed very picturesque, but how do the product be reflected in the advertisement?"

"This is not a problem," Cui Ning said, "The so-called product manifestation, as long as the big idea comes out, when the shooting site comes out, there are countless methods like a prop. Okay, everyone rest for ten minutes. When Mr. Wan finished calling, we will sort out the creativity. I will contact Chen Long's agent first and quickly determine the shooting date."

Of course, after Wan Cong's phone call, it was learned that the dragon boat was launched with a grand ceremony.

The first part is called "inviting" dragon boats. Every year, the community will put the dragon boats into the dragon boat house one month before the Dragon Boat Festival for repair, renovation, etc., and then "inviting" the new-looking dragon boats to participate in this year's dragon boat activities.

If it is the first time you are flying a dragon boat, you should pay more attention to it and sprinkle a little water on the dragon boat in advance before going into the water, which means smooth sailing.

Each dragon boat has a special finishing touch before it is launched, meaning "the dragon wakes up" and is full of spiritual energy.

After "please" leave the dragon boat, the next worship ceremony is to worship ancestors, worship rivers, worship community officials, worship land gods, etc.

Golden pigs, fruits and other offerings were placed on the worship table. Then lettuce was stuffed into the mouth of the dragon boat, which meant to be vigorous and vigorous.

Then, the respected elderly or experts in dragon boat competitions put paper money, a few packs of "dragon boat cakes" on the dragon boat. After a round of burning incense and worshiping the paper money, the Han carried the dragon boat from the shore to the lake for a launch ceremony.

Generally speaking, a dragon boat requires more than a dozen people to lift it, and it also reflects the spirit of unity.

Of course, if it was not a competition, but a dragon boat performance, the staff would also carry boxes of "dragon boat cakes" onto the dragon boat and go to the water and travel to the lake with the strong men.

Then, the strong men rowed the oars according to the rhythm of the drummer's beating gongs and drums, and the two dragon boats rowed around the lake according to the route.

When the two dragon boats were about to approach the shore, villagers scattered around watching the dragon boat launching ceremony lined up on the shore.

It turned out that the "Dragon Boat Cake" after going down the water and traveling to the lake would be distributed to the villagers for free after they got ashore, so the villagers were waiting in line.

In fact, "Dragon Boat Cake" is some specialty products from the south, such as pine and sand, and because it "sits" over dragon boats and goes to the water to swim in the lake, it is called "Dragon Boat Cake".

Generally speaking, auspicious words such as "Dragon Boat Cake" will be written on "Good luck and good fortune" and "Dragon Boat Spirit". Because "Dragon Boat Cake" has a good meaning, "People who have eaten the "Dragon Boat Cake" will go smoothly in the coming year, be healthy and have a dragon horse spirit. Therefore, people who come to watch the dragon boat launch ceremony every year will take a few "Dragon Boat Cakes" and leave.

If it is a dragon boat competition, the Han, Miao and Dai people are different, but the same thing is that there must be elders as drum heads, children as drummers, and there must be firecrackers and other rituals, which are very lively.

After listening to Wan Cong's introduction, Cui Ning made the decision, and the advertisement of "Phoenix Coke" was used to use the scene of a dragon boat going into the water. Of course, it was a scene under the scorching sun, reflecting the body's urgent need for Coke.

The advertising script looks like this:

Early morning, morning glow, sunset.

Busy pier, river beach, dragon boat production scene.

The flag of Phoenix Coke is flying.

A child looked up and looked at the sunset and the river beach.

The craftsman door hammered hard to close each wooden board of the dragon boat.

Workers placed cans of phoenix cola on a dragon boat.

The shirtless young man leaned over, and a dozen people lifted a dragon boat.

The sun, sweat, the desire of the body.

Vision: among the blue sky and white clouds, dragon boats are launched one after another.

Gongs and drums, shouts and good luck.

With the sound of gongs and drums, open a can of Phoenix Coke, drink freely, enjoy a refreshing and unparalleled feeling.
Chapter completed!