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Translations by Tiffany@FahrenheitGloba1
Sorry for the super late translation, forgot about it~
Fahrenheit incisive to drink C.C.Lemon
C.C.Lemon starts to get exposure this 2 years in the Taiwan drink industry, relying on the method of getting Fahrenheit to endorse, paving their road successfully, and created good sales results.
“C.C.Lemon…… C.C.Lemon…… C.C.Lemon……” light-hearted commercial song played throughout the commercial advertisement, this is one of Japan’s Suntory drink products’ C.C.Lemon. for the past ten years they have been using the same song, maintaining the product’s standard.
Commercial Song
Is the key to entering the market
In the past, in Taiwan, C.C.Lemon is only one of the products sold in 7-Eleven, it does not have any media exposure and introduction. After April 2006, Suntory started this first string of promotion, C.C.Lemon continued with Japan’s usual commercial style, using the light-hearted commercial song, accompanied with commercial video clip, entering the market smoothly. After the ads, the products’ popularity reached 80%, and the sales doubled.
However, facing such good results, C.C.Lemon had another worrying side, that is the areas to purchase the drink has met its bottleneck.
Because other than 7-Eleven, it is not easy to find C.C.Lemon from other places, for a drink market, these channels are the stake hold to its survival.
Originally, Suntory decides to go according to the method used the year before to use it as Year 2007 commercial marketing strategy. At this time, Suntory’s media representative –Bei Li De, suggested some conformity marketing dissemination plan. Suggested boldly to find idol band Fahrenheit to endorse, walking into the school, and promote C.C.Lemon.
This kind of strategy was approved by Suntory, after understanding the image of Fahrenheit in the youngsters’ mind, Suntory changed the directions of their commercial immediately, and got Fahrenheit to be the product endorser. Bei Li De media planning department assistant Li Tian Li emphasize, this is a completely coincidental result.
Suntory Planning Vice Head Wu Hui Ping also said, Fahrenheit gradually become popular in Year 2007. The attention received by C.C.Lemon also rise gradually, especially Fahrenheit have a large bunch of fans strong support, thus they followed suit and start drinking C.C.Lemon.
C.C.Lemon’s target group was announced as between 15-29 years old, and Fahrenheit’s sunshine, young, active and energetic outlook, is just nice aiming at this carbonic acid drink’s core consumer—secondary and high school students. And one the usage of media, other than TV ads and website, Suntory also focus on the shopping malls such as Ding Hao Circle Mall and Xi Men Ding where young people frequent visit, the commercial are aired on external TV, the aim is to reach the consumers effectively.
Promotion activity raise the sales
With Fahrenheit’s support, C.C.Lemon’s popularity also raise amongst the consumer, after the new ads were aired in April 2007, convenience shops calculated the 5 month sales result of the carbonic acid drink, C.C.Lemon was rated right below coca cola, listed second.
Many a times, when commercial owner look for endorser, is only to film the commercial video clip only, but Suntory knows one have to let the endorser maximize their benefits, that is too make use of the endorser’s own special traits, resources and ability, so as to make the cooperation between the company and endorsers’ relationship become even closer.
Thus, when signing a contract with Fahrenheit, it includes activities, album, and even the concert’s endorsement accompaniment.
Although after 26 April 2007’s commercial reporter conference, as Fahrenheit has drama serials to film, and could not have large scale movements, but Suntory cleverly organized one after another promotion activity, maintaining Fahrenheit’s endorsement amount.
During the period from June to September 2007, the consumers just have to collect 2 strips of the bottle label of C.C.Lemon 600ml to take part in a lucky draw, the prizes also include the name of Fahrenheit, ‘Fei(Fly)’ prize: a remote control aeroplane signed by Fahrenheit, ‘Lun(Wheel)’: C.C.Lemon model car, and ‘Hai(Sea)’ prize: C.C.Lemon designed beach ball. Other than that, the mthod of buying C.C.Lemon and giving Fahrenheit stickers, also attracted the consumers to collect.
Making full use of resources, marketing more complete
Nearing the end of Year 2007, Fahrenheit came out with “2Face Fahrenheit” album, finally allowing Bei Li De to come up with a string of activities, including showing C.C.Lemon logo, signing bottle event, autograph session etc in the album promotion, as long as there are events with Fahrenheit appearing together, it is not difficult to see the existence of C.C.Lemon.
C.C.Lemon’s logo is all printed on the album cover and promotion items, the last page of the lyrics booklet is also printed with C.C.Lemon’s advertisement. As for Taipet and Zhong Li’s signing bottle event, consumers just have to pre-order a copy Fahrenheit’s 2FACE album at 7-Eleven, they can exchange a number card and a bottle of C.C.Lemon with the receipt, queue up and let Fahrenheit sign on the body of the bottle. Every event is only limited to 500 people, just like a C.C.Lemon specialized event. In the North, South and Central autograph events, before each event starts, there will be a 20 minute event related to C.C.Lemon, after the event, there will also be a bottle of C.C.Lemon for consumers who bought Fahrenheit’s album.
Results are optimistic, exceed the original prediction
C.C.Lemon is exposed through Fahrenheit, Suntory indeed had a breakthrough, stocks were ordered in all big markets, convenience shops other than the joint welfare centers and 7-Eleven, Year 2007’s popularity rating flew up to 97%, sales raise by 2.5 times as compared to year 2006.
Li Tian Li expressed, the endorser indeed has a lot of charm, it is a strong does of medicine that made the product become popular so quickly.
Fahrenheit endorse in C.C.Lemon has shown great results in Year 2007, with rising sales results, Suntory decided to continue Fahrenheit’s contract for another year, especially in Year 2008 where Fahrenheit is going to hold overseas concert, and will also come out with new album, plus other promotional activities, Suntory and Bei Li De believe, it will be another year where they can maximize the benefits of the endorsers.
May 16th, 2008 |