Art Point design: How should beer ads be creative?

How should the beer advertisement be conceived?

Should the idea come from the commodity itself? Before commenting on this question, first inquire about the people drinking beer? What's the reason for drinking beer?

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Before we analyze the previous questions, let's take a look at where we usually choose to drink beer. Hotels, restaurants and other public venues with partners or brothers Rally and beer, then there is a drink from. So the reason why we consumers drink beer is divided into two categories: one is business or Anli rally drinking, the other is from a hobby. Why would you choose to drink beer instead of white wine and other things in the usual gatherings? Not to choose other drinks reason is not much to say, this is the Chinese people since ancient times some traditions, but why not choose white wine? Because most consumers know that the white spirit of the body damage compared to large. Liquor manufacturers may say, you drink too much beer still hurt the body ah? , but the "drink too much" demand will be different, beer is much more than white wine, because beer is low alcohol. So if the beer manufacturers want to seize the liquor store, we must start from the health of consumers.
How can beer manufacturers seize the same kind of beer malls that are now homogeneous?
I think every beer producer doesn't think it's the same as the other people's beer, because the idea of a person's nature is the best. From the idea of the concept of beer to the present yanjing beer, Tsingtao beer and snow beer are not the same idea, you can see the beer products are now homogeneous. The idea of the ad for the Heineken is: The beer is steam-sterilized! But today's beer is steam disinfection, so yanjing beer advertising idea has to become: yanjing beer, fresh and pleasant. The idea is the "freshness" of beer. Tsingtao Beer Advertising concept is: passion everywhere. The idea of a snowflake beer is: Enjoy the release of passion. Emphasize the "passion" of beer. Someone may not agree with me that you can't compare these beers with the world's famous brands. But do you know that the shareholders of the world's second largest beer group are shareholders of the snowflake group? China has also a world famous brand, for example: Maotai. The idea of Maotai beer is: Maotai in beer. A simple sentence in the emphasis on the quality of its own, it does not depict Maotai beer in detail where, but inform us Maotai beer and Maotai liquor is the same producer, quality is the same. But said to say, if through the consumer's evaluation, if Maotai beer to be assessed with Maotai liquor the same, this slogan advertising language ability to play the market effect. But I trust Maotai liquor manufacturers I am afraid even maotai location of the consumer ratings are not held, let's not say anything else. So the idea of grabbing a beer store on the quality of beer is not going to work right now.
If it comes to freshness, I trust that the top of our top must think of Coke, because Coke invested a lot of advertising. And although the beer is low alcohol, but it is still wine, still will be drunk, so use the word "fresh" to describe beer is obviously inappropriate. How about using the word "passion" to describe beer?
I think all advertisers must have heard that advertising has a taboo, that is: self-talk. Although it is not self-talk to describe beer with enthusiasm, we need to let consumers feel it. For example, the Japanese beer advertising, most of the use of storytelling, with the scene, with the plot to foil the enthusiasm of the beer. So good advertising is a consumer feel, and not we say it from a.
Therefore, the idea of beer advertising from the commodity itself, participation is not from the commodity itself, that is a mirage, wishful thinking. And designers have to try to make their own ideas for consumers to participate in, there will be a comparison before there will be results, only to obtain the brand loyal consumers. As long as the best commodity talent to attract the best advertisers for it conceived.

Art Point design: How should beer ads be creative?