The brand of left bank cafe originated from.

The unified dairy products in Taiwan Province Province are all sold under the "unified" brand, which has been unable to break through the image of second-and third-line commodities in the market for a long time. The reason is "unification", and there are other products under the brand name of the company, including not only diet, but also insurance and even casinos. This has led to the brand confusion and long-term problems of "unified" dairy foods, which need a fresh and professional clear image.

Therefore, Uni-President hopes to establish a new brand for its dairy products and make use of the competitive cold storage facilities and distribution system in Taiwan Province Province.

At that time, in the market of Taiwan Province Province, the price of drinks packaged with Tetra Pak, whether high-priced coffee or low-priced soybean milk, was always 10 to 15 yuan NT, while canned drinks were sold in 20 yuan. The market competition is very fierce.

"Uni-President" hopes to sell the same kind of drinks with the same capacity to 25 yuan. The story of "Uni-President" establishing a brand began with a plastic cup. To this end, they developed a white plastic cup, which looks like the cup of ordinary McDonald's takeaway coffee, but the difference is that fast food restaurants use paper cups. This kind of cup, which is not vacuum sealed, can only keep its contents in a refrigerator at 5℃ for a short time. This should be a disadvantage, but on the other hand, it is also an opportunity: the short shelf life makes consumers believe that the materials are fresh. And a fresh drink is naturally more expensive than others.

So all strategic thinking is focused on one main purpose: how to make consumers accept the high price of a glass of 25 yuan? What goods can be sold at the highest price in this cup to ensure the creation of high-end brands? After considering many commodities: grape juice, fruit juice, milk and so on, I finally chose coffee. Because coffee is not easy to deteriorate, it is considered as a high-quality beverage, and it gets preferential tax rate because of the composition of milk.

However, where does the consignment coffee come from? The planner organized eight discussion groups for this purpose, and finally came up with four high-level concepts to try:

1. Air kitchen. Coffee specially prepared for first class in the sky kitchen.

2. Japanese-style high-end cafes. Coffee from an elegant and exquisite Japanese cafe.

3. Left Bank Cafe. Coffee from a humanistic cafe on the left bank of the Seine River in Paris, a favorite place for poets and philosophers.

4. Coffee in the kitchen of the British Prime Minister's residence at Downing Street 10 is used to entertain distinguished guests on weekdays.

After analysis and trial, people think that the coffee in the left bank cafe is the most valuable and are willing to pay the highest price. But the risks still exist. Tetra Pak packaged coffee only needs 15 yuan. Who will buy cups above 10 yuan? If the new beverage fails to achieve high turnover within three months after its launch, it will be withdrawn. Some people will buy this new brand out of brand creativity, but curiosity alone cannot form a fixed consumer group. We should also endow the brand with personality and ideas and make up some touching stories.

"Unification" decided to choose1young women aged 7 to 22 as the object. They are honest, sentimental and love literature and art, but they have little life experience and are not mature enough. They like to follow their feelings. Compared with the quality of products, they are looking for things beyond products, things that make them feel more mature in emotional returns, and brands that understand and express their inner needs.

The cafe on the left bank, a mysterious and distant art shrine from the Seine River in France, gives them a brand-new spiritual feeling with the fragrance of coffee and the taste of adults.

According to a survey of young women aged 0/7 to 22 in Taiwan Province Province, their favorite writer is Haruki Murakami. His works are melancholy, surreal and gloomy, which can arouse the feelings of urbanites. Therefore, the advertising vision of the left bank cafe should be very French, but its text should be very Japanese literary style. "Let's forget that we are advertising for packaged drinks and imagine that we are advertising for a coffee shop in France." The planner told himself this. They collected a lot of information about cafes from France, including pictures and even menus. Furthermore, the planner thought: since our brand is a coffee shop, it is not only selling coffee, but also extending to everything on the menu of the coffee shop. Therefore, people in Taiwan Province Province can still find French desserts such as milk tea and custard from the freezers of convenience stores.

Now, the left bank cafe is going to launch its own advertisement. Advertising should urge consumers to establish a favorite French cafe, an ideal cafe, a cafe with a long history and a strong cultural and artistic atmosphere in their minds. Left Bank Cafe has the ability to stimulate consumers to have a real and strong reaction in imagination. Its relationship with consumers is like a favorite book, a travel book. When you enjoy a lonely space, it is ready to take you where you want to go. Just like you are in Taiwan Province Province, and occasionally want to go to Europe for a romantic trip when you are busy, the left bank cafe can satisfy your spiritual desire at any time.

So the TV advertisement of the left bank cafe is a girl's travel notes; Print advertisements are a series of short stories that take place in cafes. The radio broadcast a poetic cafe story late at night.

In order to convince consumers of the existence of the cafe, the planners planned a series of programs to make the fantasy come true. During the French Cafe Photography Exhibition, the Left Bank Cafe was arranged outside the most luxurious bookstore in Taiwan Province Province, and a 15-minute cable TV program entitled "Journey to the Left Bank Cafe" was produced to introduce 20 cafes on the left bank of the Seine. During the French National Day, the Left Bank Cafe was one of the sponsors of the celebration banquet and the French Film Festival. It is one of the sponsors of French brands such as Renault, Peugeot, Chanel and christian dior. There is a pleasant loneliness in the TV advertisement of Left Bank Cafe. Eighty percent of the respondents believed in the existence of Left Bank Cafe, and one of them said "I'd rather believe it".

The advertisement of Left Bank Cafe blew through Taiwan Province Province like a whirlwind, which had a great response in the hearts of a group of young ladies. They said, "Advertising is great. Still buy it. " In the first year, the left bank cafe sold for 4 million dollars, and the brand continued to consolidate. The turnover of 1998 in the first half of the year increased by 15% compared with the same period of 1997, and it still maintains this growth rate. Left Bank Cafe has become a veritable high-end brand.