Instant noodles are always a magical existence, although now there are more and more choices of convenience food, and the variety is becoming more and more abundant, but instant noodles are definitely a single item at home, I believe that everyone has a fairy instant noodles in their hearts.
Recently, Jinmai Lang and actor Zhang Weijian collaborated on the brand TVC after 20 years, Zhang Weijian looks exactly like the hit drama kung fu master "Zhang Sanfeng" of that year, focusing on the theme of "eating noodles is to play bullets", emphasizing that Jinmailang wheat is good noodles to play. After 20 years, Jinmai Lang once again collaborated with Zhang Weijian to perform version 2.0.
Twenty years ago, Zhang Weijian's short film with noodles made a deep impression with its ghostly and demonic nature, and the advertising slogan "Play well, play well, play it with taste croaking" is deeply rooted in people's hearts.
This time, Imamaro is still showing his skills in "playing", linking the dream of 20 years ago and the present, plus magical special effects and ghost animal effects, and the laughter is full of surprises.
01
Twenty years of old friends meet
Twenty years ago, in the intensive bombing of CCTV, with Zhang Weijian's sentence "play well, play well, play the taste croaking" made Jinmai Lang bullet noodles a household name, Jinmailang bullet noodles sprang up, sales exceeded 1 billion in one fell swoop, and even broke the high-end noodle market pattern of Master Kong and unified monopoly.
Subsequently, Jinmai Lang spent another 1.6 million yuan to shoot a one-minute Antarctic commercial, which was broadcast on CCTV prime time. "The expedition team members ate bone broth noodles, which is equivalent to drinking 600 grams of fresh bone broth." 100 million advertising expenses invested, the results are also very remarkable, Jinmai Lang snatched 30% of the market share from the hands of the two giants, and the annual revenue exceeded 2 billion in one fell swoop.
Twenty years ago, the Jinmai Lang market shifted from the countryside to the city, but Master Kong and Unification at that time also became famous, and in order to win the lead, Jinmailang invited Hong Kong star Zhang Weijian to endorse his instant noodles, which successfully made Jinmailang popular, and so far Jinmailang and Master Kong and Unification formed a situation of three families.
Now, the re-cooperation between Jinmai Lang and Zhang Weijian also values the deep fit of this texture and spirit.
Zhang Weijian, is the "childhood male god" of the people, from Zhang Sanfeng, Xiaoyuer, Sun Wukong... Use your own strength to become a popular machine for classic characters, ghost horse cleverness, how to understand the word "bullet".
In order to be tough, Jinmai Lang has worked hard to grow wheat, one is nearly 20 years, how to get the word "tough".
The cooperation between Jinmai Lang and Zhang Weijian also values the deep fit of this texture and spirit.
This is not only a "memory killing" carrying countless common emotions, but also the strongest voice that Jinmai Lang sends to the market, which is bound to make the king of twenty years ago set off a traffic storm of "bullets" for the whole people.
The advertisement is the same as the version 20 years ago, all from the "bullet" of Jinmai Lang noodles, the two versions interact, Zhang Weijian's own humor with five-cent special effects, the comedy effect is full score.
After watching this commercial, I suddenly saw the TV commercial style of 20 years ago, earthy and magical, which is another kind of "memory killing".
Through the dialogue with the advertising "air" when the bullet surface was launched two years ago, the new advertising film accurately conveys to consumers the taste of the bullet surface to continue the Q bomb, and further deepens consumers' new understanding of "high-quality wheat has good noodles, and good noodles can be bounced, bounced, bounced, and bounced...".
In addition, Zhang Weijian's version was launched, the dressing style of the fairy tale drama 20 years ago, a memory of killing martial arts actions to do ghost animal editing, and then with brainwashing RAP, it can be described as a pure fire of brainwashing demons.
Nowadays, in the face of a rapidly changing market, no brand can always lie on top of the glory of the past. Therefore, since the establishment of the brand, Jinmairo has been adjusting its development direction.
For example, in 2002, Imamaro took the lead in trying to add trace elements to flour and natural osteosteosin to flour and sauce packets, and the market response was very good.
Subsequently, it innovatively launched instant noodles with 1.5 times the packaging to solve the pain points of consumers with large food volumes.
In 2018, Jinmai Lang launched the high-end instant noodle product Laofanjia Noodle Noodles, replacing the traditional fried instant noodles with steaming and opening up a new category of steamed instant noodles.
Standing in the era of 2022, quality is more in line with national consumption demand. At this point in time, the return of the bullet surface is not "old and new", let alone "resurrected" a best-selling explosive product, but a correct strategic layout based on the current era.
This time he joined hands with Zhang Weijian again, and awakened the deep memory of countless consumers about bullets: "I still remember Zhang Weijian's 'bounced croaking' advertisement, Jinmai Lang's bullet noodles are really my memory killing, I really want to taste it." ”
Now, twenty years later, the pair of gold CPs have cooperated again and returned strongly with a new bullet surface, which can't help but touch the memories of the Chinese people.
This is not only a "memory killing" that carries countless common emotions, but also a strong voice sent by Jinmai Lang to the market, which is bound to make the traffic storm that re-ignited the "bullet" of the whole people twenty years ago.
02
Sentiment is a good business
In marketing circles, there is a consensus that feelings are a good business.
Thanks to consumption upgrades and the younger generation gradually becoming the main consumer group, more and more brands have begun to show their talents, and continue to attract consumers' attention through marketing methods such as heart-to-heart, sand sculpture, brainwashing, and crossover.
For those long-established brands that exist in consumers' childhood memories, emotional marketing that focuses on consumer nostalgia can not only get rid of the limitations of traditional promotion models, but also give people a sense of freshness, and can easily stir people's hearts and narrow the distance between them and consumers, which is undoubtedly the best way to revitalize time-honored brands.
Many times, feelings are content formed by one of the elements such as ideals, common memories or common values, so that people can resonate while accepting the content, and then evolve the content into the brand's social currency to form a viral communication effect.
However, in this era of information explosion and endless marketing ideas, "golden oil" may not be a hundred trials.
For these brands that regain the favor of consumers through emotional marketing, most of their main consumer groups are post-80s and 90s, and as the consumer group becomes younger and younger, the return of "emotional paying" and "emotional marketing" is still unknown whether these brands can continue to win consumers after the pursuit boom tends to be rational.
Throughout the past few years, the brand's "memory kill" marketing has not played a lot, the joint name of the smell library and the white rabbit milk candy, the "1931" of Pechoin, the retro advertisement of Wufangzhai... Nostalgia marketing has become commonplace.
Through high-quality products and the creative marketing of the magic "bullet", Jinmairo has successfully built a bridge of dialogue and communication with Generation Z young people, so that "eating noodles is about to bomb" once again refreshes everyone's cognition and occupies people's minds.
Paying homage to both classic and trendy gameplay, Imairo Bullet has completed its return in a relaxed and positive way, constantly digging into the minds of consumers in marketing, which can be called a two-way rush between brands and consumers.
Brands always rack their brains to please consumers, and now Mailang proves with practical actions: at any time, real advertising is buried deep in consumers' cognition, and brands have never been the creators of advertisements, but the excavators.
In fact, emotional marketing is based on idealistic values as the content, lyrical symbols as the expression, flaunting "ideal" rather than "success", to attract people with the same experience or identify with the communicator's values to discuss on social media.
The battle of emotional marketing is undoubtedly to make emotional marketing more acceptable to the public, so as to enter the hearts of the public; Nowadays, the general meaning of "feelings" is usually related to literature and art, through the widespread literary and artistic feelings in the hearts of the public, thereby triggering discussions, and then using viral marketing to spread in the individual's communication circle, to achieve rapid exposure and gain popularity, and trigger people's strong enthusiasm for participation.
The success of Mai Lang's wave of emotional marketing lies in the fact that the "memory killing" content created by the brand is actually just a traffic fuse, and the subsequent gameplay and mechanism settings are very young and network-oriented, refusing to "replay old terriers", but allowing young netizens to take the initiative to "play terriers".
Today, through high-quality products and magical "bullet" creativity, Immairo has successfully built a bridge of dialogue and communication with Generation Z young people, so that "eating noodles is about to play bullets" once again refreshes everyone's cognition and occupies people's minds.
I wonder if this wave of memory killing can bring a wave of consumers?
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