雪碧不仅为环保要换瓶，还想用嘻哈靠近青年人 | 案例池
<img src="https://p3-sign.toutiaoimg.com/pgc-image/RScoaIm29opDJL~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=yQwPXdRIXNMr8CSyudq4hELg4Ds%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RUbeVl84gbPFky~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=kR%2FiUgCsA692Fq9pDGsZPL4BSoc%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">卖了58年的雪碧不仅为了限塑环保，决定将绿瓶换成透明瓶，它<span style="color: black;">近期</span>还推出了全新“<span style="color: black;">青年</span>化”的<span style="color: black;">宣传</span>营销活动，将目光投向HIP HOP<span style="color: black;">行业</span>的新秀。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以“Thirst For Yours”（属于你们的<span style="color: black;">巴望</span>）为主题的营销活动，是一项<span style="color: black;">长时间</span>关注音乐人、设计师、摄影师等多<span style="color: black;">行业</span>艺术家的项目，<span style="color: black;">不外</span>参与项目的大部分艺术家都或多或少与HIP HOP有联系。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">雪碧母<span style="color: black;">机构</span>可口可乐<span style="color: black;">暗示</span>活动目的在于找到<span style="color: black;">将来</span>HIP HOP<span style="color: black;">行业</span>的潮流引领者和超级巨星。<span style="color: black;">因此</span>，首轮电视节目、社交<span style="color: black;">媒介</span>宣传和户外<span style="color: black;">宣传</span>将聚焦在13-24岁、已踏入音乐圈或其他HIP HOP文化<span style="color: black;">行业</span>的青少年身上。</p><img src="https://p26-sign.toutiaoimg.com/pgc-image/RUbeVlV59YvAtp~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=Oa%2BC69991vc%2F26I4wOPUXsmNS5I%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在美国，雪碧已在亚特兰大拍摄了首波主题<span style="color: black;">宣传</span>。两支30秒的<span style="color: black;">宣传</span>分别展现了亚特兰大Rapper Kodie Shane和时尚设计师Seth Giscombe的生活片段。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Rachel Morrison是<span style="color: black;">这次</span><span style="color: black;">宣传</span>的摄影负责人，她以在超级英雄电影《黑豹》、传记电影《弗鲁特韦尔车站》以及小说改编电影《泥土之界》的摄影而在业内知名。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">两支<span style="color: black;">宣传</span>在6月23日的黑人娱乐电视大奖（BET Awards）得到首播并且将上线雪碧所有的数字<span style="color: black;">途径</span>。<span style="color: black;">同期</span>，雪碧<span style="color: black;">亦</span>与黑人娱乐电视大奖达成合作，颁奖礼<span style="color: black;">时期</span><span style="color: black;">经过</span>快闪照相亭等形式，在线下宣传这一营销活动。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span>，今年3月，雪碧还在Spotify推出了名为《Sprite Way》的歌单和播客节目，以介绍还未签约<span style="color: black;">机构</span>、HIP HOP和R&B<span style="color: black;">行业</span>的音乐人。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RUbeVlx8WVbATk~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=cHao0pJDq38kRsiHFmsIflDTsc0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上都是“Thirst For Yours”这项活动的一部分。雪碧的高级品牌经理Stefan Miller<span style="color: black;">暗示</span>，这个全新的大项目<span style="color: black;">期盼</span>能再次达到雪碧鼓励个性的经典营销“顺从你的<span style="color: black;">巴望</span>”（Obey Your Thirst）的效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实谈及HIP HOP，雪碧<span style="color: black;">亦</span>是最早拥抱这一文化的主流<span style="color: black;">商场</span>品牌之一。早在1986年，雪碧就与当时的嘻哈音乐人Kurtis Blow合作拍摄电视<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1994年的宣传语“Obey Your Thirst”推出后，雪碧<span style="color: black;">起始</span>在<span style="color: black;">宣传</span>中融入<span style="color: black;">更加多</span>的HIP HOP元素，雪碧曾与众多嘻哈歌手如2Pac、Missy Elliott和J. Cole等展开合作，并推出过限量款Hip-Hop歌词瓶。</p><img src="https://p26-sign.toutiaoimg.com/pgc-image/RUbeVm97HYHlsX~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=EeRpneMjswEn%2Bm5a%2Bqcb4JXbHPY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在国内，雪碧<span style="color: black;">亦</span>在去年与嘻哈组合Higher Brothers 的马思唯合作推出单曲，<span style="color: black;">一样</span>尝试用嘻哈变得“<span style="color: black;">青年</span>”。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RP7TzjHBqqrqQT~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=Ap2aKJUCrZNeqJd8J4JoRILAHSk%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/R8pM9n2H4jQZ22~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=4gLxvCM0PTE%2FAiwMkoO%2FwvWpVao%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/R6oHBQ83FGRFbr~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517277&x-signature=tm269bThh%2FdEd8ECkiHop%2FXtOmI%3D" style="width: 50%; margin-bottom: 20px;">
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