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德芙巧克力推广语篇一
德芙=dove
d=do
o=you
v=love
e=me
连起来是 do you love me = 你爱我吗
dove的中文翻译是鸽子，还有和平的含义。 德芙中文谐音“得福”(即得到幸福)。
德芙巧克力是世界最大宠物食品和休闲食品制造商美国跨国食品公司玛氏(mars)公司在中国推出的系列产品之一，是玛氏食品公司旗下的巧克力品牌名称，品牌名称源自一家1956年所成立的芝加哥糖果商店，1985年开始进入全美市场。1986年被玛氏食品收购。_年进入中国，于1993年进入中国大陆市场，1995年成为中国巧克力领导品牌，“牛奶香浓，丝般感受”成为经典广告语。 德芙巧克力、玫瑰鲜花和胡庄玫瑰花球，早已成为人们传递情感、享受美好瞬间的首选佳品。
德芙巧克力品种丰富，包括果仁巧克力、丝滑牛奶巧克力、榛仁葡萄干巧克力、杏仁牛奶巧克力、摩卡榛仁巧克力、榛子酱夹心巧克力等。德芙巧克力已成为人们传递情感、享受美好瞬间的首选佳品。 玛氏公司生产与销售多种商品，从糖果、宠物食品，到加工巧克力，产品行销全球，顾客遍及100多个国家。玛氏公司虽然是一跨国企业，但目前仍由家族掌控，并由企业家第三代，约翰、小弗瑞斯特与杰奎琳玛氏(john，forrest jr.& jacqueline mars)负责经营。 玛氏公司的经营项目包括点心类食品(m&ms巧克力、士力架〈snickers〉、德芙巧克力〈dove〉、彩虹糖〈skittles〉，等等)，主食类食品(包装米、面团、酱料)，宠物食品(伟嘉〈whiskas〉、宝路〈pedigree〉和西莎〈cesar〉)，饮料(自动零售机饮料)，电子产品(自动支付系统)，以及信息科技等。
二、产品特征分析
1、概述
巧克力是以可可粉为主要原料制成的一种甜食。它不但口感细腻甜美，而且还具有一股浓郁的香气。巧克力可以直接食用，也可被用来制作蛋糕、冰激凌等。在浪漫的情人节，它更是表达爱情少不了的主角。
巧克力体积小，发热多，味甜可口。研究发现，巧克力中含有红葡萄酒中所含有的抗氧化物。，脂肪、碳水化合物等其他成分与巧克力相近，都是以可可粉为主要原料制成的。
2、产品优势
①.口感好;②.巧克力味纯;③.买惯了;④.到嘴就化了 ⑤.口味好，滑润;⑥.比较细腻;⑦.含热量多;⑧.不腻口; ⑨.包装采用欧美风格设计，非常精美。
3、产品劣势
①.价格高;②.太甜;③.上火;④.品种少，花样不多;⑤.不容易保存;⑥.块大，不方便;⑦.量少;⑧.口味腻。
三、市场竞争对手分析
调查结果显示，在消费者吃过的巧克力品牌中除德芙以位居第一外，国产巧克力品牌金帝以排名第二位。金帝巧克力凭借中高档品牌定位，产品口感好等特点，在消费者心中的知名度处于快速上升态势。
德芙巧克力与金帝巧克力的比较
金帝在市场竞争中的优势：
准确的市场定位，引得了年轻人对巧克力的青睐，金帝抓住了这个市场，取得了不错的销售成绩。
细分市场扩大，金帝巧克力提出了“金帝巧克力，只给最爱的人”这样一个极富人情味的广告语，并且正日益深入人 心。因此，金帝的市场不断在拓展，业绩在不断地飙升。
金帝巧克力的欧派风味独特，质量更是优良 ，并且价格低于德芙。
金帝在市场竞争中的劣势：
品牌意识薄弱 ，德芙在中国市场的策略更具侵略性，在市场上采取了更为激进的市场行为，明显加大了中国市场的投入 。
包装欠缺，金帝的包装在视觉识别上远不及一些国外产品
销售渠道有限 ，最多的是超市销售，在其他渠道上的销售欠缺。 广告宣传力度单薄
金帝巧克力在广告宣传的力度上还显得比较单薄，对于一些大型媒体利用的程度不是很高。在一些固定性的节日到来之前的宣传促销活动做的很少。
四、 德芙的综合优劣势
优势：
品牌优势：品牌是消费者和产品之间的完全体验，它是消费者的个性化选择，同时品牌又代表的高品质和高知名度、美誉度等。
德芙在中国市场已经树立了一定的品牌形象。
德芙较早的进入市场，在消费者心中有一定的份量。
质量优势：采用最优质的纯天然可可液和可可脂精心配置而成的德芙巧克力，其各项指标都达到欧洲最高标准。
生产技术优势
劣势：
本身缺乏对中国市场的了解：表现在对中国市场流通体系、市场结构、中小城市分销渠道与形式、地域差异、消费心理、消费行为、饮食文化、口味差异等和把握上不够全面、详细和真实。
消费者对巧克力的误解：由于对巧克力了解不够充分，消费者普遍存在着巧克力是高糖、高热量的糖果，不仅会使身体发胖，还会导致心血管疾病、糖尿病等错误的认识，致使部分消费者想吃，但又不敢吃、怕吃。
五、 广告诉求策略
1、诉求对象
16--45岁此年龄段的情侣或夫妻，他们正处于精力充沛.恋爱时比较注重浪漫，尤其年龄在16-28岁的情侣更为主要对象。
2、诉求重点
让德芙巧克力“牛奶香滑，丝般感受”更加深入人心。
六、 广告目标策略
提高消费者购买兴趣，增强消费者的品牌意识，使消费者看了或听了广告之后,对产品的特点有一个比较清楚的认识与了解.激起经济规律下的购买欲望。
七、 广告传达策略
1、媒介策略
①以长春的杂志广告为主，向目标消费者传达有关产品同时将各种促销活动的内容及时告知消费者。
②同时在长春市各大超市德芙专柜张贴活动海报，让消费者做出及时的购买行为。
2、媒体选择
1、《新文化报》，它在长春市覆盖范围最大，各事业单位均有订购，广告费也很低，因而具有很高的性价比。
2、《城市晚报》，它是长春市颇受欢迎的消费杂志，许多青年朋友都很喜欢而且以该杂志为购物指导和生活指标。
3、广告发布频率
在广告开始的10天内持续发布广告，保持广告的持续性，起到持续的说服和提醒作用。
4、广告主题：“我的广告你做主”
5、活动创意
①地点：长春市各大超市和各大广场
②时间：20xx年情人节期间
③内容：在超市和广场的重要路口放置数台全身大头贴机器，任顾客免费取用，用自己的照片和头脑为德芙巧克力设计创意海报，优秀者可获得精美礼品一份，并可将海报打印，以留作纪念。
④活动细节补充：可同时陈列有关德芙巧克力种类和各处德芙巧克力专卖店的海报，顺便进行宣传，使情侣们更准确地了解德芙产品。并开展免费试吃，礼品赠送等辅助活动。
德芙巧克力推广语篇二
德芙巧克力在市场上具有很高的品牌知名度，市场占有率为35%，知名度为80%。这样的成绩来自于德芙丝滑细腻的口感，精美的包装，也来自于德芙的广告宣传工作。而以20xx年的电视广告为开端，德芙在当今日益激烈的市场环境中成功搏出位。经典的电视广告是其成功的重要因素。 德芙牛奶巧克力的魅力及纯美品质刻画得丝丝入扣。其独特的创意及制作拍摄技巧，也将德芙牛奶巧克力带向了全新的境界。一连几天看了好几遍，每一遍给观众的感觉都很温馨。一看这则广告就知它的制作还是延续了德芙以往的优雅气质，主角还是采用美女，唯美的画面，优雅的音乐，明快的色彩，给人总的第一印象就是难以言喻的舒心。
德芙巧克力是世界上最大宠物食品和休闲食品制造商美国跨国食品公司玛氏公司在中国推出的系列产品之一，_年进入中国，1995年成为中国巧克力领导品牌，“牛奶香浓，丝般感受”成为经典广告语。
德芙[dove]名字诠释
d=do
o=you
v=love
e=me
连起来就是do you love me
创始人通过诠释旨在提醒天下有情人，如果你爱他(她)，急时让你爱人知道这爱，并深深铭记。
德芙巧克力丝滑篇
在江边沙滩的露天咖啡茶座上，女主人公一精致、知性气质出现。而旁边俊秀、帅气又彬彬有礼的男侍者微笑着站在一边。女主人公放下手中的书，从手提包里拿出一块德芙巧克力。伴随着轻柔婉转的声音，她咬下一口德芙巧克力，在品尝的同时，从巧克力中滑出一条巧克力色丝绸轻轻的绕她流动。“愉悦一刻，更享德芙丝滑”的广告语出现。(更多丝滑感受，更多愉悦惊醒)
该广告很好的延续了德芙广告的经典定位：“牛奶香浓，丝般感觉”。德芙广告首创“丝感”概论，突出了巧克力细腻润滑的感觉。
用丰富的联想，把这种感觉与丝绸轻柔润腻的质感结合，营造出舒适，优雅浪漫的意境。而此片中的广告词“愉悦一刻更享丝滑”简洁明快，紧扣广告表现出的愉悦感。其次，整个广告画面间接，色彩淡雅，灰白色映存这巧克力的浓郁，情节简单，却让人印象深刻。此广告的背景音乐也为广告加分不少，音乐营造的浪漫气氛使主角享受着巧克力带来的愉悦感受的同时，观众也伴随着醉人的音乐感受生活的浪漫。最后广告很有情趣的战线，给人唯美的感受，片子性感的女人，被吸引的男侍者，没有对话，但自始至终两人间的牵引，很显然，就好似巧克力浓郁的口感。
让你觉得只要吃一块德芙，生活就会更加美好，可以是在阅读的时候，也可以是在听音乐的时候„„将产品与一中高质量的生活联系起来，不仅突出产品的特征也展现了生活的趣味。
德芙巧克力推广语篇三
- milk fragrant, silky feel
description:
from a sky flying birds began, the background music sounded, the camera turned to the balcony is reading a woman, a fashionable sexy white-collar women, male patrons of the terrace cafes eyes have been falling on her, the woman took out the chocolate action smooth, a piece into the mouth, the picture into a blend of milk and chocolate scene, and then close-up products, background music soft and comfortable highlights the delicate silky chocolate feel. smooth silky feeling from the mouth continued to the side, brown light around the woman bare side of xiangjian, and then wind the breeze in the stroked book page on the back of the hand, the last gently around the walk in the male paternity, a womans face a sweet smile, immersed in reading and dove brought pleasure. silk finally opened, the middle line of the word picture: pleasure moment, but also enjoy silk slippery. at the same time low, emotional monologue sounded: pleasure moment, more enjoy durs silky. compatibility: _dove_ ad _milk fragrant, silky feel_, the delicate and smooth feeling of chocolate to describe with silk, silk texture and taste of pure chocolate analogy, imagine. dove ad first _silk sense_ introduction, highlighting the delicate and smooth chocolate feeling. rich, and enhance the advertising expression.
relationship:
the entire advertising picture screen simple, elegant color, gray light against the background of the rich chocolate, the plot is simple, but impressive. this advertising background music is also a lot of extra points in advertising, music, romantic atmosphere to make the protagonist to enjoy the pleasure of chocolate, the audience is accompanied by intoxicating music experience romantic life. advertising is very interesting to show, giving the aesthetic feeling, so you think as long as eating a dove, life will be more wonderful, can be reading time, it can be time to listen to music, __ with a product quality of life linked to not only highlight the characteristics of the product also shows the fun of life.
similarity:
chocolate seems to have become people to pass the emotion, to enjoy the best moment to share. love is a good thing, chocolate and flowers are now to become the symbol of love, the typical expression. see the chocolate people will think of relationship: although the advertising is not known to the big star, but it uses the beauty of the contrary can reflect the beauty of advertising. in the sexy woman, attracted male waiter, no dialogue, but from beginning to end the traction between the two is very clear, like chocolate rich taste. silky feeling, half refers to the taste of people, the other half is a comprehensive sensory experience when people eat chocolate, including the pleasant mood, ecstasy of the spiritual level of feelings. _dove silky feeling_ is a spiritual call, wake up the public positive taste dove taste and spirit of the double enjoyment of interest.
irrelevant:
the success of this commercials is not only creative ideas, but also technical achievements, of course, not less advanced special photographic equipment and technology to help. because before you use a special camera, you see a rapid rotation of the chocolate sea, there is no
what the magic at all, the need for a wealth of imagination caixing. the picture is inverted milk as usual milk down as simple as fast, when in the photo-sonics lens capture, in order to show the beauty of slowly rotating movement; and very exciting chocolate stirred the crown screen, the magic charm is in this 35 mm camera, 360-cell high-speed per second under the show its unique charm. these special equipment and techniques have played a magical effect in the entire filming process using 50 different materials, as is to show as dove milk chocolate product itself, high-quality texture, through the picture to convey the characteristics of that product and the visual appeal, like to eat dove milk chocolate experience as unforgettable.
德芙巧克力推广语篇四
dove chocolate ad: milk fragrant, silky feel!
dove chocolate has become the people to pass the emotion, to enjoy the best moment to share. however, into the mall, the face of an assortment of brands, consumers are difficult to choose. the face of too many choices, consumers are not just concerned about a box of candy, but the quality of the product how, taste how, taste. dove just to meet the consumers of the whole box of chocolate can bring extraordinary experience. dove chocolate is born for love. the story began in the 40s of last century, one day the greek-american leon to see his son is on the street,
despite the safety hot pursuit of a truck selling ice cream in the back, out of concern for his sons safety, in order not to allow his son to buy an ice cream and run on the road, the chicago candy shop owner decided to develop a quality chocolate ice cream. after a few months of product formulations continue to adjust and improve, the love and health of high-quality ice cream has finally come out, and was leon named dove. a launch on the critically acclaimed, like its consumers flocked to an endless stream. it is the tireless pursuit of quality improvement, it created a dove chocolate mellow taste and silky smooth taste. because of this, more and more people around the world fell in love with dove chocolate. in the face of increasingly sophisticated consumers, aifen food companies not only go all out to develop high-quality dove milk chocolate, and innovation and change each year, hoping to give consumers a better experience, advertising is no exception. from last years _listen to dusi language_, this year even more to the planning, to a unique creative and unique production technology to shoot, bring consumers new advertising --- swirl articles, feel like a new realm of silky feeling. when the deep, emotional narration, with the beautiful singing music, gradually lead to slowly rotating chocolate vortex, it has a silky texture, such as the spring-like smooth rhythm; this out-and-out vortex constantly rotating, plus pure milk to join, add the wonderful combination of milk, like dancing a slow version of the jazz dance in general melodious and moving, it renders the wonderful feelings to attract you into a pure milk chocolate chocolate dove chocolate story is: you love me dove chocolate on the packaging of the dove.
dove in chinese
is the dove, and the meaning of peace.
it represents the lover of you: valentines skin that you feel smooth, shiny hair, is a lovely little princess little prince, the other wanted to protect you, you touch the move. dove chocolate is a wonderful experience, shooting chocolate is a challenge. the advertising creative from the delta high advertising, commissioned by the british senior director michael anderson led the production. the success of this commercial film is not only creative ideas, but also technical achievements; of course, less advanced special photographic equipment and technology to help. because before you use a special camera, you see a rapid rotation of the chocolate sea, there is no magic at all, requires a wealth of imagination caixing. the picture is inverted milk, the process is as simple as the usual milk down fast, when the photo-sonics lens capture, in order to show the beauty of slowly rotating movement; and very impressive dove chocolate crown images, magicalthe charm is in this chinese taiwan 35 mm camera, 360 grid per second under high-speed, it shows its unique charm. these special equipment and techniques have played a magical effect in the entire filming process using 50 different materials, as is to show as dove milk chocolate product itself, high-quality texture, through the picture to convey the characteristics of that product and the visual appeal, like to eat dove milk chocolate experience as unforgettable. effing foods will premiere this new tv commercial in 12 major cities in china on november 4, 20xx.
the tv film will be dove milk chocolate charm and pure quality characterization was inquisitive. as its advertising language described in the _milk fragrant, silky feel_ is so attractive. the unique creative and production of shooting skills, as will be the leading brand of milk chocolate with a new realm.
