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有一个好的故事和有一定密度的社交关系是关键。好时公司(Hershey)推出花生酱味糖果Reese’s Pieces时,就知道这款糖果的日子会不好过,因为它要与行业巨无霸M&M’s争夺市场。好时希望,借助这款新产品与大受欢迎的花生酱杯蛋糕的联动,帮助开拓市场,但M&M’s是这个类别的主导者。头几年进展缓慢,但随后在1982年,机会撞上门来。一部讲述小男孩埃利奥特用糖果引诱外星人,后来成为好友的新影片主动请好时品牌在片中植入广告。
Having a good story and having a certain density of social relationships is key. When Hershey launched Reese’s Pieces, a peanut-flavored candy, it knew the days of the candy would not be good because it competed with industry giant M & M’s. Hershey hope, with this new product and the popular peanut butter cup cakes to help open up the market, but M & M’s is the leader in this category. Progress slowed down in the first few years, but then in 1982, the opportunity hit. A story about a young boy Eliot candy lure aliens, and later became a friend of the new video Please take the initiative when the brand implanted in the film ads.