Dominating Hollywood: Starting with Scarlett

Chapter 25 Real Ketchup
  On the way home while Tang De and Jimmy were talking, they were questioned by the police.

"Stop!" The policeman wearing a blue uniform and body armor waved his hand, indicating to Jimmy to roll down the car window, then lowered his head and looked at the two people with serious eyes.

"Listen, put your hands where I can see it! Then take out your driver's license!" He held the gun at an angle on his waist, as if he was performing some search mission.

And judging by his appearance, it seemed like he was going to take a drunk driving test. Jimmy had just drank a little at the company. Although it wasn't much, he must have failed the test.

So Tang De took out his wallet from his jacket pocket and handed it to the police: "Hey, Mr. Officer, we live in a neighborhood not far away. What happened?"

"Stop! Put it down!"

The policeman held the gun in his right hand and was always vigilant, but he took the wallet with his left hand and relaxed his attitude after seeing the police station membership card inside.

Returning the wallet to Tang De, he put the gun back into his holster and said, "There was a shooting just now, and several black gangs started fighting."

"Damn it, those people don't know how to stop at all!" Jimmy complained.

"Yes." The police officer nodded: "If you have any clues, please tell us in time."

"Don't worry, I will definitely do it. Thank you for your hard work, police officer. Be sure to pay attention to safety." Tang De responded with a smile.

"Of course... okay, let's go, go around on the right side when you go back." After that, the police officer not only did not test for drunk driving, but also let his colleagues let him go. He finally breathed a sigh of relief after Jimmy and Tang De drove by.

"Damn, it's really scary, these sons of bitches..." Jimmy cursed niger and followed the direction pointed by the police.

"Okay, go home early, this place is not peaceful at all." Tang De also sighed.

He was ready to leave this neighborhood when he earned money, at least to a white area in New York, where security was better and more upscale, so he didn't have to worry about the personal safety of his mother and two younger brothers.

After returning home, Tang De wrote and drew on paper and read the latest newspaper.

Heinz ketchup has been running various advertisements across the United States, including TV, newspapers and billboards, but the competition in the food industry itself is relatively fierce. Tang De just flipped through the newspapers in the past week and saw no less than four or five different companies. Ketchup ad.

Their promotional slogans are also very similar. They just start with seasoning. Some say that they are better paired with fried chicken, and some say that they are bread companions.

Some even bluntly said that they were worth more than Heinz. Anyway, they did everything they could to seize the ketchup market.

But Tang De still found some clues from their product names, such as Darling tomato sauce and delicious tomato sauce.

Their names seemed to have the word "seasoning" more than Heinz ketchup. Tang De walked to the kitchen in confusion and found that there was actually a delicious seasoning ketchup at home. Its packaging bottle looked larger, although the color was not as rich as Heinz's. , but it seems that the price/performance ratio is indeed higher than that of Heinz.

"What are you looking at?" Carmela came down from upstairs, walked to the refrigerator, took out cucumber slices, and seemed to be planning to apply a facial mask.

"Carmela, why don't we use Heinz at home?" Tang De raised the bottle and asked her.

"Heinz?" Carmela frowned: "Heinz's is more expensive, and the taste is similar. Of course, you have to buy the cheaper one."

"Does it really taste the same?"

Carmela thought about it carefully: "No, Heinz's is richer. A small spoonful is usually enough, and I have to pour a lot of this kind every time because it is lighter."

"Then let's switch to Heinz from now on." Tang De put the seasoned ketchup back in the cabinet. "Well, I also miss the taste of Heinz a little bit." Carmela has been in a good mood since her family got rich, and she finally started to take care of herself more.

After the two talked, Tang De also had further ideas about Heinz's advertising creativity. He drew a huge billboard on the notebook. Diagonally above it was a bottle of Heinz ketchup tilted downwards at a 45-degree angle. The rich tomatoes The sauce slowly dripped from the mouth of the bottle.

This is the prototype of creativity, which comes from the classic whiskey advertising creativity of later generations, except that the original advertisement was to realistically pour the poured wine into a tanker truck under the billboard.

But Heinz ketchup obviously cannot do this, and the selling points of the two are completely different.

So Tang De wrote a few lines on the left side of the billboard. These lines are the essence of the entire advertisement.

"Heinz, the only ketchup."

Tang De looked at the billboard he had drawn and nodded. It felt right.

Compared with all the tomato sauces on the market, only Heinz is a real tomato sauce, rich and real. This is its core competitiveness.

Making a fuss around this point and distinguishing it from other brands is a very smart advertising strategy.

And this is something Heinz Ketchup has been emphasizing. The company pays great attention to its bottle packaging and brand name. As far as Tang De knows, their advertising in the decades since their establishment has been centered around this, so this advertising slogan will definitely be recognized by the other party.

But when he arrived at the Lion Advertising Company to show Apollyon the next day, he was denied by Maroni.

Because he came up with a new idea.

Maroney changed into a green suit today and looked even more slutty with his yellow hair. He stood in front of the drawing board to show everyone his creativity.

"Look, this is a steak first..." There are three drawing boards behind him, each with different food pictures. From left to right, they are steak, burger, and French fries.

After introducing the three kinds of food, Maroni faced everyone with a smile: "Do you feel like something is missing?"

"That's right, it looks like a semi-finished product." Apollyon said he didn't understand.

When Maroney heard this, he immediately turned over the plastic film behind the three drawing boards.

Suddenly, a line of words appeared in front of everyone.

"Pass Heinz over." He shrugged and exaggerated: "What is the most important thing about advertising creativity? It is imagination, the imagination of the audience. This is the most effective publicity."

"And Heinz here just means Heinz, not just ketchup, but salad dressing, peanut butter, everything," Maroney explained.

"Sounds great." Apollyon laughed. "I'm already thinking about which Heinz sauce to use on tonight's burgers."

"Right, that's the essence of this ad."

Maroni looked at Tang De: "And Tang De, your advertisement. To be honest, based on my many years of experience, it is a bit too limited. It may not be in line with the customer's idea of ​​pursuing creativity."

(End of this chapter)