We are all reborn, who wants to be the richest man?

Shibei District, Qindao City, is the absolute private domain of Tsingtao Beer. There is no one in this city who does not drink Tsingtao Beer.

"Xiaofeng, are you going to take a bath in the sea again? Isn't that a little early?"

The three hobbies of Qindao people are eating clams, drinking beer and bathing in the sea. Basically every Qindao person has experienced these three things in his life.

However, it is just June now and the sea water is still a bit cold. It is indeed a little early to take a bath in the sea, and the sea water temperature may not be high enough.

"Yes, Uncle Du.

We plan to go to the bathing beach, and if possible, we will play for a while, if not, we will have a meal together at the beach."

Looking at the three or four young people holding barbecue tools and ingredients, Uncle Du would be lying if he said he was not envious.

It’s not that I envy the barbecue, but the leisurely and free lifestyle they have.

Since he quit his job and bought this small grocery store, he has been working from dawn to dusk every day and has basically cut off from the outside world.

But every downside has its upside. Although I have lost my free time, my income has increased significantly.

"You youngsters really know how to enjoy life. Come here if you want beer. I'll get some for you."

People in Qindao like to drink fresh beer, which is bulk beer transported in barrels and can usually only be kept for two to three days.

"Uncle Du, don't bother, just give us a box of bottled ones."

"Are you also going there for that event? Recently, quite a lot of you young people are playing this, but it's better to play less."

Boss Du also likes football and watches the World Cup. How could he not know about the bottle cap campaign launched this time?

Are you excited? As a fan, I am sure.

But Boss Du also knew that his chances of getting the Maradona and the golden Maradona bottle caps were slim.

Not to mention whether these bottle caps will be put on the rabbit market, even if they are, there will be no more than three or five.

Boss Du’s guess was correct. Rabbit is not yet a major beer sales country, and the winning rate in this event is really low.

But haven't you heard of Murphy's Law? The more impossible something is, the more likely it is to happen.

Looking at the box of Tsingtao beer that Boss Du brought out, the three thirsty people decided to open a bottle to quench their thirst.

Without even using a bottle opener, Deng Xiaofeng picked up two bottles of beer, turned them upside down, and used the leverage to open one.

After opening the beer, Deng Xiaofeng did not drink it immediately. Instead, he turned over the bottle cap to take a look, but this one glance made him freeze in place.

"what happened?"

The companions behind him looked at him standing there motionless and asked about the situation. Boss Du, who had just brought beer to the three people, also noticed something unusual. Seeing Deng Xiaofeng staring at the bottle cap, he thought to himself, this can't be possible.

He came to Deng Xiaofeng anxiously and looked at the bottle cap. Boss Du's eyes widened instantly.

"Gold...gold...gold letters."

Yes, it is written in gold.

As the World Cup progresses and as the Argentine national team defeated Uruguay 1:0 in yesterday's round of to advance to the semi-finals, Luo Nianzhong can be sure that history has not deviated, and bottle caps with the golden Maradona logo have also flowed into all parts of the world today.

This wave of marketing by San Miguel Brewery Group has been questioned many times before, especially after Budweiser adopted the same marketing strategy and urgently won contracts with six strong teams.

Also, there are many bottle caps with Maradona’s name on them all over the world, and many media have reported on them, but the golden legend is still just a legend, and not a single one has been found.

Deng Xiaofeng was really lucky as he caught it on the first day. You know, there were only three bottle caps with golden rabbit words on them.

"Xiaofeng, why are you going to the beach? Hurry up and find Tsingtao Beer to redeem your prize."

Every prize redeemer can call the phone number on the beer and have the staff come to claim the prize, but one advantage of going to Qindao, the base of Tsingtao Beer, is that you can come directly to the door.

“Right, right, right. We are not going to the beach. We are going to redeem the prize.” Deng Xiaofeng was also excited and was about to leave.

But he stopped after taking two steps, turned around and looked at Boss Du with a sad face.

"Uncle Du, I'm still short of a Maradona ordinary bottle cap."

"Forehead…".

On the evening of the day when Deng Xiaofeng produced the bottle cap with gold lettering, Tsingtao Brewery Group learned about it.

"I think this is an opportunity to get the media to publicize this matter, thereby increasing the sales of our beer and warming up for the upcoming launch."

Boss Du was also a cunning man. When he saw that Deng Xiaofeng had spent all his savings to buy two boxes of beer and was planning to open the boxes for Maradona, he decisively called the Qindao Evening News and the TV station.

This matter has been a hot topic recently along with the World Cup. The Golden Legend has been opened in his store. After the media publicity, how could there be few people coming to buy wine from him?

It was the media reports that led to this temporary high-level meeting of Tsingtao Beer, and also made them see the power of the media.

"There will definitely be a lot of coverage, but I think it would be better if we change the focus."

The words of the newly appointed manager of the marketing department still carry a lot of weight.

After committing to San Miguel Brewery Group, Tsingtao Brewery Group, knowing that its marketing and operation were weak points, asked San Miguel Brewery Group for relevant professional talents.

Chen Ji, who is speaking now, was sent by the Hong Kong San Miguel Beer Group, and his words carry a lot of weight.

"I wonder how Manager Chen wants to report it?"

Chen Ji looked at everyone present and spoke slowly.

"Our main sales area is definitely in China. What do you think would happen if a foreigner saw this report and approached this lucky guy to buy his golden legend for 100,000 yuan?"

Chen Ji's words made everyone's eyes light up.

Yes, the impact of 100,000 yuan on ordinary people in this era is much greater than participating in a championship celebration.

For those who drink, since they have to drink beer every day anyway, they might as well buy a can of Tsingtao beer, just in case.

As for whether there is anyone willing to spend 100,000 yuan to buy this bottle cap, that’s not a difficult task. If there is no one, just create such a person.

"I agree with Manager Chen's proposal. He is worthy of being from Watsons. Having help from Manager Chen Ji is better than having thousands of troops."

"Reconsideration".

"I also agree with Manager Chen's plan."

The rabbit here opened the first golden legend, and it also began to explode overseas.

First Europe, then South America.

With the emergence of the Golden Legend, the previous doubts were reduced a lot, followed by overwhelming reports.

However, this kind of popularity is nothing. What really pushes the San Miguel Beer Group to a climax is the upcoming quarter-final.

Argentina vs England.

On June 1986, , a match that was destined to go down in football history and be mentioned countless times later took place.

Although both teams attacked and defended each other at the beginning of the game, the scene was not intense. After a relatively dull first half, the second half created too many classics.

In the 51st minute, Argentina made a diagonal pass into the penalty area, and the entire English national team pressed forward to create an offside.

Unfortunately, this idea was doomed to fail. Maradona, who made a run, scored the ball with his hand during a fight with England national team's main goalkeeper Hilton.

No matter how many times the video is replayed, it cannot change the referee's decision that the goal was valid.

Five minutes later, Maradona started dribbling in the midfield, passed four English defenders and went straight into the penalty area. Finally, he dribbled past the proactive goalkeeper Hilton and scored the goal.

This goal was amazing enough, but what shocked the fans and media even more was that they had seen this goal more than once.

Isn’t this the San Miguel Brewery advertisement that is currently being broadcast around the world?

Same position, same route, same dribbling, same passing past four defenders.

The only difference was the final result. In the game, Maradona dribbled past the fifth player and the opponent's goalkeeper and then scored the ball.

In the ad, Maradona gave up the shot after dribbling past the opponent's goalkeeper, and was summoned by a beautiful girl holding a beer on the sidelines.

Recalling the last line of the advertisement, the only beer that can defend against the king of football seems so domineering now.

"I am not dreaming, am I? Now I can't believe this is true. Could it be that the San Miguel Beer Group asked Maradona to do this on the field? How terrifying would his strength be then."

In the press area, looking at the Argentine national team members celebrating wildly, an Italian reporter grabbed his hair with both hands in disbelief.

"If the Argentine team can really reach the final under his leadership, I am willing to admit that he is the king of football regardless of whether they can win the championship in the end."

The French reporters standing by are now in full worship and are deeply impressed by Maradona's strength.

Do you think this is the end? No.

Three days later in the semi-finals, Argentina will play against Belgium.

In this game, Maradona scored twice to help Argentina win the game without any bloodshed. At the press conference after the game, Belgium coach This even came to the scene with a bottle of Concord beer.

"Without Maradona, the Argentina national team would be a second-rate team, they wouldn't be that strong.

If Maradona were given to me, I could lead the Belgian team to win the World Cup.

If I had brought Kangsheng beer into the stadium, perhaps the result would have been different, and Maradona might not have been so brave anymore."

The three sentences of Belgian coach Thiss quickly spread around the world, and the media linked San Miguel Beer Group and Maradona together for the first time.

"Maradona 2:0 Belgium" This is the report from America.

"Only Hoegaarden and Priest White Beer can stop the powerful Maradona." This is the European media.

"Want to defend the king of football? Then have a bottle of San Miguel Beer." Asian media paid more attention to San Miguel Beer because of the relationship between Asian media.

Some West German media even gave advice to West German coach Beckenbauer, who also reached the final, to bring some Padres white beer into the stadium.

But Beckenbauer obviously didn't believe it and didn't do so.

On June 6, at the Azteca Stadium in Mexico City, everyone witnessed the coronation of the new king, and the two final teams presented a classic game to fans around the world.

In the 23rd minute, Argentina took advantage of a free kick in the frontcourt and scored the first goal of the game with a header from center back Brown.

In the 55th minute, striker Valdano took advantage of a counterattack to expand the score, Argentina 2:0 West Germany.

Just when everyone thought the game was going to be one-sided, the West Germans showed their tenacity to the fullest and started a desperate counterattack.

Merunigge and substitute Voller miraculously equalized the score twice by taking advantage of corner kicks in the 73rd and 81st minutes respectively.

When everyone thought a draw was inevitable and the game was going to go into overtime, Maradona stood up again.

In the counterattack, he attracted most of the defensive players and passed the ball directly to Bruchaga, who faced the goalkeeper alone and made the fatal blow.

Both men took off their clothes to celebrate after scoring the goal, but all the focus was on Maradona and the words "Concord Beer", America's flagship beer, tattooed on his body.

In order to get Maradona to get this tattoo, Coca-Cola signed a five-year, $5 million endorsement contract with him, which is definitely a super endorsement in this era.

3:2, this was the final score, and everyone saw the new king ascend the throne.

After the game, when asked whether he regretted not bringing beer into the stadium, the West German coach did not give a direct answer. He only said, "It seems I should consider replacing all the beer at home."

The 1986 World Cup ended here, creating a football king and a company.

With Argentina's victory and Maradona's coronation, the products of San Miguel Brewery Group began to sell well around the world with the help of Watsons Group's powerful sales channels.

The most tragic one is Budweiser, which spent over 80 million US dollars on publicity for this World Cup, and now has no idea what to do with the special bottle caps it has distributed.

When people think of this World Cup, the first thing that comes to mind is Maradona, and the second is the various beer brands under the San Miguel Brewery Group.

Whether Budweiser is willing to admit it or not, this is the fact.

This beautiful marketing case was later included in countless business school textbooks and became a classic case.