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as residents' living standards continue to improve and consumption concepts upgrade, the public's requirements for products are no longer limited to the functional level, but have upgraded to the emotional level.

this consumption pursuit based on emotional satisfaction is especially obvious in the bathroom industry.

when people keep asking questions on social media, "why do boys all over the world like to squat on the toilet?" "why do girls take so long to take a bath?" what is projected behind is a common psychological phenomenon, that is, more and more modern people regard the bathroom has become a haven for the soul and a spiritual utopia.

this poses a new marketing proposition for bathroom brands: how to establish emotional connections with users and win their emotional recognition and trust.

in the just-concluded “920 super brand day”, the well-known domestic home furnishing brand wrigley gave a perfect answer. by joining hands with brand friend lang lang and linking with tmall super brand daily ip to create a marketing momentum with the theme of "bathing at your heart, master of life", wrigley's total tmall sales reached 86 million yuan this time, breaking previous marketing nodes. records.

when reviewing wrigley's brand marketing campaign, we can strongly feel the "people-oriented" brand concept throughout, and get a glimpse of the brand background of this "chinese sanitary ware master".

1. emotion first: upgrade wrigley’s emotional communication points to leverage the resonance of the greatest common denominator users

philip kotler, the "father of modern marketing," said that in the marketing 1.0 era, we told product stories, in the marketing 2.0 era, we told customer stories, and in the marketing 3.0 era, it is an era of values-oriented brand building.

in other words, second-rate brands sell products, while first-rate brands change lives.

when people desire to escape the fast-paced modern life and obtain emotional relief and release in the private territory of "bathroom space", the communication between brands and consumers cannot only focus on product selling points, but also give products emotional added value.

the marketing theme of wrigley’s “920 super brand day” is “bath as you want, master of life”, which is a communication sublimation that conforms to the marketing trend. in addition to using the homophonic word "bath" to closely connect the brand attributes, wrigley condenses the sense of satisfaction and happiness it hopes to convey to consumers into these eight words.

"bathing with your heart" is the catharsis of emotions, forgetting trivial life and busy work, releasing anxiety and pressure in a private world, and being yourself to the fullest; "life master" is an expression of attitude towards life. when a person knows how to enjoy life and use his heart feel the beauty of life, he is the master of quality life.

breaking out of the functional category of "daily bathing scenes" and treating the bathroom space as a "healing space" with emotional value, wrigley's communication point that hits the emotional needs of modern people will undoubtedly resonate with users with the greatest common denominator and increase consumption. readers’ love and recognition of the brand.

this insight into the trend of public emotional needs is not accidental, but a projection of wrigley's brand philosophy.

wrigley, founded in 1994, celebrates its 30th anniversary this year. over the past 30 years, wrigley has adhered to the concept of "people-oriented". in terms of product design, with "humanistic technology life" as the main product line, we have developed a number of smart health technology, smart scene and other product combinations; in terms of improving the living space experience, we adhere to the concept of humanistic care and hope to provide consumers with comfortable and secure quality of life.

2. music as anchor: the ultimate blend of bathroom products and piano melody, playing the audio-visual feast of the "master of life"

if the theme of "bath as you want, master of life" is the metaphysical expression of wrigley's brand concept, then the brand tvc shot with piano master lang lang uses more concrete visual and auditory ways to capture public emotions.

leo burnett once said that good advertising not only conveys a message, but also penetrates the hearts of the public with the power of love. this tvc has such magic power.

in my opinion, one of its creative highlights is that wrigley has found a medium to connect with consumers - music.

music is the spiritual ibuprofen for modern people. whether it is wanton catharsis at a music festival or self-indulgence with headphones on, people are actually protecting a pure land of their spiritual world through music. from this perspective, people's love for music and their regard for bathroom space as a happy welfare are similar in emotional level.

and this tvc vividly demonstrates this commonality.

in terms of hearing, if you close your eyes and listen, the piano melody played by lang lang is like asmr, making every cell in the body happy, comfortable, and relaxed instantly; when you open your eyes and watch the tvc picture, this kind of "mental massage" "the effect is doubled. smart showers, smart bathroom cabinets, smart toilets, etc., these places where modern people rest their body and mind every day, collide with lang lang's piano notes and weave into a brand new bathroom world.

steve jobs said that creativity is about connecting all the tiny dots. in the tvc, the three image symbols of music, bathroom and life are perfectly integrated. music gives the bathroom a high-end texture, and the bathroom reflects the quality of life. together they play the concerto of the "master of life".

as a result, the "people-oriented" vision of bringing people a better life no longer requires too much modification, and consumers can have a clear perception.

3. people-oriented: create the “920 marketing” brand holiday ip and consolidate the brand concept and proposition through long-term dialogue

it is worth mentioning that wrigley’s “920 super brand day” is not the first marketing event launched, but a long-term ip that has continued since 2019.

in recent years, festival marketing has become a major trend in brand marketing.

as competition in the industry becomes increasingly fierce, consumers' attention is easily distracted. creating a holiday ip that is exclusive to the brand and users and building a stable and long-term communication mechanism between the two parties has become a secret weapon for brands to attract users and achieve growth.

"920", which is homophonic to "i love you", is a "long-lasting confession" written by wrigley to consumers. it continuously deepens the emotional communication between wrigley and users, creating a tacit emotional bond between them.

this year, "920 super brand day" is in its sixth year, coinciding with the 30th anniversary of the brand's establishment. wrigley has also upgraded its marketing.

on the one hand, wrigley teamed up with tmall ip for the "tmall super brand day" for the first time to build momentum, leveraging tmall's rich on-site resources to achieve efficient communication from marketing to sales; on the other hand, wrigley joined hands with piano master lang lang to help the brand the concept penetrates into a wider circle.

a little easter egg here is that wrigley and lang lang are actually a pair of "old friends". as early as 2014, wrigley signed lang lang as the brand spokesperson, and they cooperated again 10 years later. it can be seen that wrigley is indeed "long-lasting". .

but the underlying reason that prompted wrigley and lang lang to join hands twice was actually their common pursuit of "quality."

as an international piano master, lang lang has been able to maintain a high level of performance for more than 30 years because of his professional and rigorous attitude and his enthusiasm for life. he can be said to be a quality life explorer who constantly feels himself from life; and established 30 years ago, wrigley is recognized by users as the "chinese bathroom master" and has become a creator of a better life that provides healing for consumers. this is also due to its always leading product quality.

as i write this, i have a strong feeling about wrigley, which is a brand that faithfully implements "long-termism". whether it is the cooperation with the same spokesperson for ten years, or the six-year persistence of the "920 super brand day" ip, wrigley can definitely "endure loneliness and maintain prosperity."

but these point to the brand concept - people-oriented, truly understanding user needs, improving the quality of users' lives, and insisting on emotional dialogue with users. it is said that the right person will get more help, but the wrong person will get less help. wrigley, which is user-centered, will definitely win the long-term support and recognition of users.

it can be said that "people-oriented" has been integrated into the brand's genes, guiding wrigley, the industry giant, to stay on course in terms of product concepts, marketing concepts, etc., and always move in the right direction.