骄兵（Arrogant soldier）.doc

骄兵（Arrogant soldier） Implementation of the new generation plan, the Pepsi defeated Coca-Cola, the number of truly great men, when the advertising agency BBDO is pepsi. The Pepsi planning this plan to see real strong weak a ruthless character behind a gentle appearance. Because of the Pepsi positioning for the new generation is actually a rebound Pipa, giving themselves as dynamic, fashion, dynamic, personality, but covertly Coca-Cola dismissed as old, outdated, not follow the trend of the times : Well, youre the earliest, but because youre too early, youre out of date. The Indeed, you are the biggest, but because you are the biggest, you have lost your individuality. The Pepsis clever here, it did not directly deny Coca-Colas dominance, because thats the truth, no one can deny that it is cleverly bypassing the focus and put forward a quite interesting question to the consumer: Who says the first brand is the best brand? Is a person than another person born 10 years ago, we can prove that the person is better than the other one? The first is the first, the best is the best, the first and the best are the two different things. The - Pepsi more sweet, has more, although it is not the first, but it could be better! A five to six sheep. The Here, Pepsi will even sophistry in the concept and one to the location, can be described as wonderful use of heart. The What is the concept? For example: a town cadres, the ordinary inaction, but his sons son is extremely promising, the old cadres chatter son, he was too. Son confidently retorted: your father as my father, your son is my son, what do you say Im a failure? The old cadres temporarily speechless, is the so-called old revolutionary encountered new problems. The In fact, this is the old cadres in the mindset of the quagmire, because a fine scrutiny will find the answer, son in logic simply untenable, because Lao Tzu worth mentioning, and your son or for failure is what man won however is a causal relationship? The conce