【正文】 （除歐美外，亞洲，南美，南非和海灣地區(qū)） OM Initiative 奧美發(fā)起 Ogilvy Mather Core Truths 1. Kleenex is a global “ Trustmark” 全球性的“信任標(biāo)志” ? “ It’ s a brand that’ s stood the test of time.” (South Africa) ? “ It sets the standard for quality” (Mexico) ? “ I grew up believing it is the real thing .... it’ s the bridge to our past and our heritage.” (Middle East) ? “ It’ s a trusted, reliable name ... it’ s the best.” (Australia) ? “ Kleenex is a sure buy... there’ s no risk.” (Brazil) ? “ It’ s imported and classy.” (Thailand, Taiwan) Ogilvy Mather Core Truths 1. Kleenex is a global “ Trustmark” (cont) ? In many markets, Kleenex is a “ badge” ....“ It says I’ m quality conscious ... it upgrades me to be a Kleenex person.” (South Africa) ? “ If I see Kleenex in someone’ s bathroom, I know the person is of high value/status.” (Germany) ? “ It is proof of good taste.” (France) Ogilvy Mather Core Truths 2. Kleenex means “ clean” Kleenex 意味著“干凈” ? “ The name is Kleen...ex. That says pure.” (Korea, Malaysia, Thailand) ? “ It’ s crystal clear waters, pine trees, snow.” (UK) ? “ The brand name municates its purpose... to be clean, cleaner than all the petition.” (Costa Rica) ? “ It’ s hygienic for you and your kids, even for emergencies.” (Germany) ? “ My daughter got a fly in her eye, it’ s a delicate area and I wanted the best. Something sterile, clean, soft.” (UK) Ogilvy Mather Core Truths 3. Kleenex has “ always been there” Kleenex “一直伴隨著我” ? A brand with heritage: “ It’ s been around forever.” (Malaysia) ? “ It pioneered facial tissue and made using a handkerchief unclean.” (Brazil) ? An ubiquitous brand: “ In the kitchen, in the bathroom, in the bedroom, in the car.” (Costa Rica) ? “ You appreciate Kleenex most when you discover she isn’ t there for you.” (Europe) Ogilvy Mather Core Truths 4. Kleenex evokes the fondest memories Kleenex “喚醒最深的記憶” ? “ When I got my first paycheck, I surprised my girlfriend with a box of Kleenex. I was so proud.” (Korea) ? “ My friend brought a box of Kleenex to the cinema...and we all cried through Forrest Gump.” (Germany) ? “ I really needed Kleenex when I lost my first love...” (France) ? “ I wrote my phone number for a guy on my Kleenex.” (Brazil) Ogilvy Mather Core Truths 4. Kleenex evokes the fondest memories (cont) ? “ At family dinners, Kleenex is always at the center of the table.” (Asia) ? “ It’ s my little indulgence. It pampers me. The fort of a soft touch in today’ s harsh world.” (South Africa) Ogilvy Mather Core Truths 5. Kleenex means “ home” Kleenex 象征著“家” ? “ It’ s a luxuriously soft and cozy forter.” (France) ? “ It’ s a little piece of order and calmness amidst the storm.” (.) ? “ A gentle, caring mother who’ s sometimes taken for granted.” (.) ? “ It’ s having someone wipe away your tears.” (Asia) ? “ The last thing my mother put in my lunch box every day.” (Bahrain) Ogilvy Mather Core Truths 6. Kleenex “ knows you” Kleenex “ 了解你” ? “ Kleenex could write my biography.” (Saudi Arabia) ? “ I grew up with Kleenex, it’ s been there for me constantly... in good times as well as bad.” (Philippines) ? “ Kleenex is caring and tender...an earnest, genuine friend.” (Hong Kong) ? “ Kleenex is my ally, my guardian angel.” (Costa Rica) Ogilvy Mather Core Truths 6. Kleenex “ knows you” (cont) ? “ Kleenex is like a mirror that reflects me...” (Mexico) ? “ Kleenex is a reflection of all the little things in life that are important to me.” (Australia) Ogilvy Mather Core Truths 7. Kleenex never “ takes over” Kleenex 從不“強(qiáng)取” ? “ She provides soft fort to the vulnerable around her. Her silent strength exudes character and confidence.” (Malaysia) ? “ True strength can afford to be delicate.” (South Africa) ? “ Like an honorable gentleman... whose noble cause it is to serve everyone else.” (Colombia) ? “ Kleenex embraces me with the softest hand to reassure me.” (Korea) Ogilvy Mather Core Truths 8. Kleenex says “ everything’ s going to be fine” Kleenex 說(shuō)“一切都會(huì)好起來(lái)的” ? “ For better, for worse, in illness and in health, Kleenex will be there for me.” (Costa Rica) ? “ A cherished dose of hygiene and fort that makes sure I get it all sorted.” (.) ? “ Each reach for a Kleenex is a moment of trust that things are well in hand.” (North America) ? “ Kleenex gives you back your “ clean” look。 當(dāng)我的皮膚需要保護(hù)和營(yíng)養(yǎng)時(shí)，它承諾給我重新滋潤(rùn)。 23:58:3923:58:3923:58Thursday, March 2, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 23:58:3923:58:3923:583/2/2023 11:58:39 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 下午 11時(shí) 58分 39秒 下午 11時(shí) 58分 23:58: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 3月 下午 11時(shí) 58分 :58March 2, 2023 ? 1業(yè)余生活要有意義，不要越軌。 23:58:3923:58:3923:58Thursday, March 2, 2023 ? 1知人者智，自知者明。 2023年 3月 2日星期四 下午 11時(shí) 58分 39秒 23:58: ? 1楚塞三湘接，荊門(mén)九派通。 2023年 3月 下午 11時(shí) 58分 :58March 2, 2023 ? 1行動(dòng)出成果，工作出財(cái)富。s “ What’ s Hot” 從“財(cái)富”雜志的“恐龍”變成“在線”雜志的 “熱門(mén)” Ogilvy Mather Results ? Financial World’ s Most Valuable Brands: “財(cái)政世界”雜志最有價(jià)值的品牌： ? From 293 in ‘ 94 to 3 in ‘ 96 從第 293位升至 1996年的第 3位 ? Stock price remains at all time highs 股價(jià)持續(xù)最高 Ogilvy Mather ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。 當(dāng)我的臉因清洗而干燥時(shí)，它承諾給我補(bǔ)充滋養(yǎng)。這一點(diǎn)從來(lái)不會(huì)公開(kāi)宣揚(yáng)。 ? 你必須了解自己要在這段過(guò)程中 尋找 什么 ， 才知道怎么用。 ? 一個(gè)活絡(luò)，持續(xù)的計(jì)劃，去涵蓋所有品牌相關(guān)的活動(dòng)。 Ogilvy Mather 結(jié)果 在 KCRC形象調(diào)查的結(jié)果顯示，有關(guān)服務(wù)屬性 的分?jǐn)?shù)都有改善。 ? 開(kāi)發(fā)隨身包與隨身杯，并藉之舉辦愛(ài)，分享，行動(dòng)的慈善活動(dòng) . ? 麥斯威爾成為極具威力的品牌，緊追雀巢咖啡 Ogilvy Mather 1988年 1989年 ? 市場(chǎng)許多咖啡品牌，雀巢的價(jià)格下降。 ? 理性利益點(diǎn) －－供電持久 ? 廣告執(zhí)行 －－有趣的電動(dòng)玩具， Logo的呈現(xiàn)相同 Ogilvy Mather 好奇紙尿褲 ? 定位／價(jià)值 －－快樂(lè)寶寶 ? 情感利益點(diǎn) －－滿足媽媽對(duì)寶寶快樂(lè)成長(zhǎng) 的希望 ? 理性利益點(diǎn) －－防滲漏（在中國(guó)：干爽） ? 廣告執(zhí)行 －－寶寶演出的成人世界 舉例 Ogilvy Mather 成功的品牌故事 Ogilvy Mather 麥斯威爾咖啡