Overweight Gado 200 million and then the "good voice of China" to carry out entertainment marketing

Eager to further complete the brand conversion of the Gado, in the first season to taste the exclusive title of the sweetness, once again true gold and silver "bet" a.





November 2, in Hangzhou Huanglong Hotel held in the "good voice of China," the second quarter of the advertising tender, Gado to 200 million yuan price, won the "good voice of China" second season exclusive title.





reportedly, when the "good voice of China," the exclusive right to the title of the auction amount of more than 150 million yuan, in fact, only the remaining Gado, Huiyuan and Lang wine, such as three in the competition. In the end, Gado in the competition with Lang wine to win. Besides, Gado the first advertisement after the full year of the "China Blue Theatre" with a total price of $122.66 million worth of 18.8 million yuan.





Gado won the first season title of "China Good Voice" spent 60 million yuan, add many treasure Group brand management Department deputy general manager Wang Yuequi Prior to accept this reporter interview said, Gado choose Authentic Sound, is following red Pot herbal tea renamed as Gado Herbal tea after one of the major initiatives, "China good voice" Is the country's most popular TV entertainment programs, so as to achieve the maximum exposure to the brand.





for the second season exclusive title, add many treasure aspect said, Gado will further carry on the entertainment marketing, in the second quarter "the good voice of China" enlarges the online, the line and the consumer interaction, maximizes the integration "The good voice of China" resources, and provides more platform, omni-directional, the close distance interacts with the consumer, Arouse the enthusiasm of consumers, strengthen the emotional communication with consumers.





May 11 This year, the China international Economic and Trade Arbitration Commission decided: Canton Pharmaceutical Group and the Gado parent company Hong Kong Hung Road Group signed the "Wang Lao Ji" trademark Licensing supplemental Agreement and "on the" Wang Lao Ji, trademark license contract Supplementary Agreement is invalid, Hung Road group to stop the use of "Wang Lao Ji" trademark. From then on, Gado started the process of brand conversion.





recent 0-point research company's data show that consumers of Gado herbal tea awareness rate of up to 99.6%, from this data can be a glimpse of the success of the brand plus multiple Bao.





Fortune Brand Marketing Consulting Agency chief advisor, chairman Lou Xiangpeng told our correspondent, this program is really very hot, the ratings are also high, Gado to achieve its short-term goal of accelerating the completion of the brand, the natural need to avoid naming right passed, otherwise it will affect its adoption of the program to establish a new brand image continuity.





However, Lou Xiangpeng said, Gado in the maintenance of adequate sound volume and gain attention, but also to avoid excessive transmission or excessive implantation in the program, otherwise it will arouse consumers ' rebellious attitude.





He also said that rival Canton Pharmaceutical Group has been in the lessons, from the current point of view and marketing efforts to promote the strength of the lack of the current use of the "fear of drinking King old Kat" brand propaganda language than previously only added a word, but in the consumer psychology has a very big obstacle.