One for the best, one for the worst advertising copy, and explain the reasons.

Best: Copywriting: "Nongfu Spring is a little sweet!" Reason: The pure water market in those days was divided by two domestic pure water manufacturers, one was Robust and the other was Wahaha! Robust even proposed the concept of "26-layer purification". If Nongfu Spring wants to occupy the market, it must be clear about their differences, but there is not much difference in quality and price of pure water. Nongfu Spring, on the other hand, and accurate market positioning, you can purify the water to absolute purity, so it must be tasteless, so my Nongfu Spring is a little sweet, so such a sweet Nongfu Spring helps the Beijing Olympic Games to make drinks. Red bull functional drink > copywriting: thirsty, tired, drink red bull. Reason: Red Bull has always been a functional beverage of an internationally renowned brand, but its positioning was not up to standard when it entered the China market. First of all, it didn't have a deep understanding of the China market at that time. It's just that there's nothing wrong with the copy itself, because it's a functional drink. It's really good to drink Red Bull when you're thirsty and tired, but his next advertisement came out and I don't know where to find such an actor. After the fiasco, his face became thinner. After drinking a bottle of red bull, I became refreshed, and then I said I was thirsty and tired. In fact, the image of China people at that time was not like this. I don't have to drink red bull when I'm thirsty and tired. When you buy a red bull, I think of a woman like Bai. Who can drink his drink ... so the product is good and the positioning should be accurate!

Hope to adopt