Jing Ji Guan Cha Bao·2026-02-02 09:54Core Viewpoint - The article discusses the disappointing state of marketing strategies during the Year of the Horse, highlighting the prevalence of superficial puns and celebrity endorsements, while praising brands that focus on storytelling and emotional connection with consumers [2][15]. Group 1: Marketing Trends - Many brands have fallen into a creative rut, simplifying their marketing to low-level puns and celebrity associations, leading to consumer fatigue and a lack of meaningful engagement [2][15]. - The article criticizes the overuse of phrases like "马上有喜" and "马上发财," which lack originality and depth, resulting in a homogenized marketing landscape [2][15]. Group 2: Successful Campaigns - Apple’s new Spring film "碰见你" showcases a high-quality narrative that combines real-life scenes with stop-motion animation, effectively resonating with young consumers and emphasizing the importance of content-driven marketing [4][6]. - Pepsi's "把乐带回家" series continues to evoke emotional connections through relatable family stories, celebrating its 15th anniversary with innovative storytelling that aligns with contemporary themes [7][10]. - Taobao's short film "马背长大 马年回家" stands out for its simple yet profound emotional appeal, reminding viewers of childhood memories and the importance of family, thus achieving significant impact with minimal product placement [11][15]. Group 3: Marketing Philosophy - The article emphasizes that effective brand marketing is not about gimmicks or short-term attention but about creating meaningful content that resonates with consumers on an emotional level [15]. - Brands are encouraged to explore the deeper emotional values associated with the Year of the Horse, integrating these insights into their marketing strategies to foster genuine connections with their audience [15].