Herborist Tai Chi Cream Advertising Analysis

Text/Liuyun

It’s the end of the year, and there’s another wave of year-end inventory of lists. I just happened to see a list of “2017 Video Advertising TOP50” compiled by SocialBeta (I had to There are too many on this list...). Herborist, which starts with "B", is ranked second. Coincidentally, this commercial starts with the number "2". After watching it, my first feeling was -

Wow, what a culturally meaningful advertising film, and the copywriting skills are also quite profound. So I’m taking advantage of my interest to share my personal views~ First post the video address: "Tai Chi makes the world look good"

▋Products & Selling Points

Herborist Tai Chi Facial Cream (Yuansheng Cream); Daytime Cream Nourish at night, the day cream resists and radiates, and the night cream repairs and tightens.

▋Content of the commercial

The number two mentioned in the commercial is a mysterious number, because if someone tells you "I will treat you to dinner in two days", then you will never know When can I eat it (good, this rant successfully attracted my attention). Next, Tai Chi was introduced from "two", and the secret of Tai Chi - balance was explained with simple examples. Finally, the product Tai Chi facial cream was introduced to balance the appearance and face.

(The following is purely personal speculation, welcome to leave a message to express your opinion~)

●First of all, let’s talk about the protagonist of the commercial Herborist Tai Chi Cream

At first, I thought this was a case of rejuvenating the brand, because the commercial used animation to explain the typical traditional element Tai Chi to us with easy-to-understand and even cute examples (Ultraman and Little Monsters). I think this method of reshaping old things in new forms is often used in the rejuvenation of some brands, such as the cute Emperor Kangxi of the Palace Museum, the viral video of Liushen toilet water, and Pechoin’s use of literary and fresh ways to define herbal skin care. , Simei is unhappy, etc. But later I found out that the purpose of the advertisement was more focused on promoting the product "Tai Chi Cream" and at the same time promoting youth.

I visited Herborist during Double Eleven this year, but I quit as soon as I saw the "Tai Chi Cream". I thought, why should skin care products be given such an old name? When I saw Tai Chi, this picture automatically appeared in my mind:

Then why did you come up with such a name? I personally think there are three points:

In terms of brand, although the brand needs to be younger , but you can’t let it go too far, you still have to conform to your own image. Like Liushen, while getting younger, he still elevates his feelings to the pursuit of traditional culture, rather than being wanton and youthful. The brand concept of Herborist is "Beauty comes from the root, balance is the right way", balance is a key word;

In terms of products, this is a high-end morning and night cream, 1,000 yuan +, the name must be worthy of the price, not Girls who are too young;

In terms of consumers, it is aimed at modern women with certain experience. There are many conflicts and contradictions in life that require them to coordinate and balance, such as family and career, but they are still able to handle them with ease.

After understanding this relationship, the name "Tai Chi Cream" does have a bit more charm, and the picture in my mind also changed to this:

●Let’s talk about it again This commercial "Tai Chi makes the world look good":

1. Simplify and concretize difficult-to-express concepts and explain them in a simple way so that consumers can accept them

What this advertisement wants to convey is The attitude towards life behind the product. How can this very abstract concept of Tai Chi be conveyed to consumers? The most direct way is to find a reference. The references here are men and women, day and night, and Ultraman monsters, to explain an obscure concept in the simplest way that is closest to consumers' lives. And found a perfect similarity for these references, the number is two, and generated the simplest keyword "two". At the beginning of the commercial, "two" was used to make a joke and play a clever role. I was attracted by the success.

2. The picture is humorous, but it also touches the topic from time to time

The symbol of Tai Chi runs through the entire film and is naturally integrated into every modern scene, allowing consumers to deepen their understanding unconsciously. impression of the brand. At the same time, these elements have a step-by-step process that is easy to understand. Coupled with the narration and copywriting, it covers everything from the history of Tai Chi to modern times and Ultraman, both at home and abroad, emphasizing traditional culture and enriching the connotation of the commercial.

3. What I think is a bit weird:

Personally, I feel that the elements of Ultraman and little monsters are a bit inappropriate. Because for the time being, I define the consumer audience of Tai Chi cream as white-collar workers after 25 years old. Ultraman is a bit naive for them, and it is Japanese, which does not fit well with the brand image of old domestic brands. Although the Monkey King in it is also a cartoon that I watched when I was a child, the Monkey King is a character in the four famous novels and has Chinese characteristics, so it fits the overall tone quite well. I think it can be replaced by a gourd baby, or a representative of happy friends in life: students, teachers, male and female friends, etc.

Out of curiosity, I searched the commercials of Herborist Tai Chi Cream on Baidu and found a commercial called "Balance, the Source". Compared with the previous advertisement, this advertisement It's more carefree and less playful. The question is asked at the beginning, "Does balance really exist?", which directly interprets the contradictions that modern women encounter in family, workplace, love, and life. Finally, it asks and answers itself, "Does balance really exist?", showing that every woman When balancing two things, you may stumble and wobble, but you can keep growing and moving forward.

I cannot judge or evaluate which of the two advertisements is better, but both are based on the daily considerations of consumers and create content that they understand and accept. What do you think about these two advertisements? Please tell me in the comment area~