Dominating Hollywood: Starting with Scarlett

Chapter 27 Advertising Campaign

Heinz's advertising campaign was in their headquarters building. Early in the morning, Tang Dejimi and the others sat outside the conference room and waited.

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

Among the three, only the Lion is the smallest. If it weren't for the recommendation of Domino's boss, they wouldn't even be able to enter the building.

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

Tang De wore a formal suit for the first time today. The gray-blue suit and dark green tie looked elegant and charming. The female clerk in short skirt and black silk stockings who was waiting next to her would peek in this direction from time to time. Perhaps she felt that she was not satisfied with the distance, so she simply brought a glass of water and handed it to Tang De.

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

"Damn it, Tang De, I really shouldn't be sitting with you." Jimmy rolled his eyes. It was like this when he was in school. As long as any good-looking girl appeared, it would definitely be for Tang De. Stand alone. Being on the side is like a foil.

"You're also very handsome, Jimmy, but you're just a little bit behind me." After Tang De finished speaking, he looked at the other two people. Apollyon was still as solid as a hill, sitting on the chair and rising and falling, like balloon.

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

He was holding a few pieces of paper and reciting the words silently, seemingly well prepared.

In comparison, Tang De seemed much more casual.

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

They come from IPG advertising company, which is a large-scale global advertising company based in New York. So just from their temperament, you can see a little arrogance.

When this group of people passed by, Maroni originally wanted to stand up and say hello, but as soon as his butt left the chair, he realized that they had no intention of stopping and walked straight over in stride.

"Uh..." Maroni could only pretend to be nonchalant and dusted himself off, muttering to himself: "Sitting is so tiring."

But no one paid attention to his words, because Tang De had already stood up and walked to the conference room first.

"Wait a minute..." Maroni quickly stood up and rushed to the door before he could sit still, and was the first to walk in before Tang De.

Upon seeing this, Jimmy taunted in a low voice: "I thought he was a chimpanzee seeking mates in Africa, so impatient."

"Don't insult the chimpanzees, Jimmy." Tang De straightened his collar and followed Apollyon in.

In the room was a judge's seat made up of several sofas, with senior executives from Heinz Company sitting on it. Opposite there was a whiteboard and several drawing boards.

"Hello!"

"Hello."

When the executives of Heinz Company stood up to greet them, Maroney enthusiastically stepped forward to shake hands with them and introduced the four people on his side.

And David, the Heinz executive, also briefly mentioned the names of his judges.

But Tang De didn't pay attention to anyone else. He only remembered the young man with short blond hair named Henry sitting in the center, because he was the CEO who made the final decision.

"Okay, then I won't waste any time, let's get started."

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

"In fact, this is the case. Our Lion Advertising Company has prepared a total of two creative ideas for Heinz's advertisement this time."

Maroney made a lot of little moves when he spoke, like a hip-hop singer, and paired with his flashy clothes, everyone was dazzled.

"And the first idea is what I came up with. It's called "Bring Heinz." Gentlemen, please take a look here."

What he was talking about was still the same idea as before. After showing Henry and the others a few foods, he turned the plastic film over, and a line of words suddenly appeared in front of everyone. Then he praised this advertising slogan again, from user psychology to advertising science, and from advertising science to journalism and communication science.

All in all, it was said in a vague way, and it sounded very high-minded.

However, Tang De noticed that Henry's brows wrinkled and unclenched after seeing this string of words. When Maroney stopped speaking, he suddenly interrupted: "But it doesn't look like we are showing off our ketchup."

"Of course!" Maroney did not hear Henry's underlying meaning, but said excitedly: "Salad, steak sauce, ketchup, any kind of condiments are fine, Heinz, two words represent everything. You must know the most effective marketing method. It's just association, it's the audience's fantasy." "Uh-huh." Henry put his hand on his chin and made a short nasal sound.

"Of course, if you want, ketchup can also appear in the picture, we can use both methods at the same time."

"Okay, I understand." Henry nodded slightly, his eyes drooping, as if he was uninterested.

Seeing his expression, David said: "Okay, thank you for your idea, we will seriously consider it."

As soon as these words came out, even the thoughtful Apollyon heard the bad meaning and hurriedly said: "Sorry, but we are not over yet, there is another idea."

"Is there another one?" David looked impatient.

"Yes." Jimmy echoed: "A completely different idea."

"Then let's listen again, David." Henry cheered up and smiled to continue, but David looked at his watch: "Then I'll give you five more minutes, let's get started."

Tang De stood up after hearing this and came to his drawing board: "Actually, it doesn't take five minutes, just two minutes."

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

"You must have been troubled by your competitors for a long time, right?" Tang De didn't talk about his creativity first, but instead asked a question.

Then they raised their eyebrows and said: "There are all kinds of seasoned ketchup. In the promotion, each one says that its texture and taste are the same as ketchup, but in fact... this is just deceiving the public. , and have been deceiving for too long.”

Henry nodded silently. This was something they had been worrying about. The tomato sauce market share was so large. If it was occupied by other condiments, his company's profits would become lower and lower.

The cost of making real ketchup is already very high, so the market share must not be given away, which is why they continue to promote it.

Tang De got to the point. Now it depends on how he can help himself solve or alleviate this situation.

And Tang De was already prepared: "Look here."

He turned the drawing board over, and there was a vertical cover. At the top was Heinz's classic tomato glass bottle, with rich sauce flowing down, and below was a row of advertising slogans.

"Heinz, the only ketchup."

After Tang De read this line, Henry immediately sat up straight and leaned forward slightly.

“We don’t need to emphasize too much, just the three words ketchup, because other companies only use seasoned ketchup, and this is the biggest difference between them and us.

"So what we have to do is not to lower ourselves to their level and talk to customers about the discounts and taste. Instead, we have to seize the minds of users and equate Heinz with real ketchup. In this way, those seasonings Ketchup can’t threaten us, can it?”

After Tang De finished speaking, the conference room was quiet for a while, and then Henry applauded and stood up with a smile: "What a great idea."

David and the other senior executives also stood up and applauded, but Apollyon and the others were a little flattered.

As for Maroni, although he smiled with a wrinkled face, there was a hint of sourness in it.

"Heinz is the only ketchup, and I'm sure those customers will throw away all that crap ketchup when they see it."

After applauding, Henry continued: "Direct, concise, and fundamentally different from other brands. Do you know what a truly good idea should do?"

"What?" the senior executive next to him asked in confusion.

"No other company can borrow this idea!" Henry pointed to the sentence: "They can't use the only ketchup. Only we and Heinz can use it like this. This is a good idea!"

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

"Other companies can just say no, David."

Henry looked at Tang De with a smile: "I don't have time to deal with them now."

(End of this chapter)