Click to read the original text for details. At the main venue of the 2019 Shanghai International Advertising Festival, Richard Cotton, Content and Excellence Creative Director of Coca-Cola Greater China, and Chen Xiaqing, General Manager of Brand Operations at P&G Greater China, both delivered insightful keynote speeches. The Brand Geometry editor has summarized the key points for you: 1. How Coca-Cola efficiently conveys brand stories; 2. How P&G brands respond to "unchanging" with "ever-changing" strategies.

01 "The Era of Storytelling Effectiveness" — Richard Cotton, Content and Excellence Creative Director, Coca-Cola Greater China

I. Coca-Cola — A World-Famous Soda Brand As early as 1886, American pharmacist John Pemberton concocted the refreshing Coca-Cola, and the first glass was sold at Jacob's Pharmacy in Atlanta. In 1887, Coca-Cola obtained a patent, and in 1893, it registered a trademark. By 1895, the refreshing Coca-Cola was available in every state across the United States. In 1899, Coca-Cola's distribution network began to spread nationwide, and in 1906, it started expanding globally.

II. Coca-Cola in China Coca-Cola first entered China in 1927. In 1948, Shanghai became the first city outside the United States to sell over one million cases annually. In 1979, Coca-Cola returned to China, becoming the first international FMCG brand to re-enter the country.

The first localized CCTV advertisement aired: From Coca-Cola's years of market entry into China, it's clear that people's love for Coca-Cola is not just about its taste, but more importantly, the mystery and the story behind the formula. Coca-Cola obviously understands this well, so storytelling marketing is one of the secrets to becoming the world's largest company.

But now, facing a new generation of consumers, Coca-Cola's storytelling marketing has undergone significant changes:

Key Point: From storytelling to storydoing

III. Three Case Studies

1. Chinese New Year: Using Internet social platforms and packaging to encourage expressions of love "Be Together for the New Year" 2017 Spring Festival ad

2. SHARE A COKE: The continuously innovative "Share a Coke" project 2013: Nicknames 2014: Lyrics 2015: Movie Quotes 2016: People who Matter 2017: Share a Coke 2018: With you We can

3. FACES OF THE CITY

IV. Richard Cotton: For the next 40 years, are you ready?

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02 "Responding to the Unchanging with Ever-Changing Strategies" — Chen Xiaqing, General Manager of Brand Operations, P&G Greater China / General Manager of New Smart Retail, P&G Greater China

I. P&G's Unchanging Principle Five words: Consumer First (Unchanging consumer demands: Remembered, Available)

II. The World is Changing 1. Consumers: Post-60s/70s ➜ Post-80s/90s ➜ Post-00s 2. Consumption Scenarios: Offline ➜ E-commerce ➜ New Retail 3. Consumer Choices:

III. P&G's Ever-Changing Strategies 1. "Ever-Changing" New Hit Brands: In recent years, 80% of growth comes from high-tech/small but beautiful brands 2. "Ever-Changing" New Precision Marketing: In the fragmented era, we can reach consumers better and more precisely (1) 80% investment in digital media (2) Big media first vs. social media first (3) Personalized communication 3. "Ever-Changing" New Smart Retail (1) Co-creating customer traffic for efficient reach (2) Resonating scenarios to reconstruct experiences (3) Sharing marketing for integrated innovation

IV. Responding to the Unchanging with Ever-Changing Strategies New Distribution will hold the 2019 (5th) FMCG + Internet Conference during the Chengdu Spring Sugar Fair from March 15 to March 18. This conference will focus on the theme of "Breaking the Game" , with in-depth discussions involving numerous brand owners, supply chain service providers, distributors, and retailers.

Compared to previous conferences, this summit will be fully upgraded. In addition to original topics such as channel innovation, city distribution logistics, and distributor transformation , new parallel forums have been added, including new marketing cases, IP + FMCG empowerment, community group buying, and innovative retail . Through three days of ten high-density, high-quality expert sharing sessions, we believe every brand owner and distributor can learn the latest business models, expert insights, and practical methods, finding new tools and approaches to break the game in 2019 and return to high-speed growth.

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