雪碧新宣传，“元气森林‘涵’量100%”？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前段时间</span><span style="color: black;">，</span><span style="color: black;">雪碧<span style="color: black;">由于</span></span><span style="color: black;">将自家“灵魂”绿色包装更换为透明色后</span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">快速</span>登上了热搜</span><span style="color: black;">，</span><span style="color: black;">尽管部分网友<span style="color: black;">暗示</span>包装更换后</span><span style="color: black;">，</span><span style="color: black;">雪碧“<span style="color: black;">再也不</span>清凉”</span><span style="color: black;">，</span><span style="color: black;">但还有部分网友<span style="color: black;">暗示</span>“换装能够接受”</span><span style="color: black;">。</span><span style="color: black;"><span style="color: black;">不外</span></span><span style="color: black;">，</span><span style="color: black;">令人没想到的是“换装”之后</span><span style="color: black;">，</span><span style="color: black;">雪碧又</span><span style="color: black;">推出</span><span style="color: black;">了一则<span style="color: black;">宣传</span></span><span style="color: black;">，</span><span style="color: black;">让“换装”有了番外篇</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>开篇</span><span style="color: black;">满屏马赛克，朦胧之中</span><span style="color: black;">有两瓶饮料在不远处</span><span style="color: black;">，</span><span style="color: black;">绿色包装一看<span style="color: black;">便是</span>雪碧，而白色包装</span><span style="color: black;">一眼看上去<span style="color: black;">好似</span></span><span style="color: black;">元气森林，</span><span style="color: black;">而</span><span style="color: black;">雪碧官方在视频中自嘲“为别人打<span style="color: black;">宣传</span>”</span><span style="color: black;">似乎证实了网友这一猜想</span><span style="color: black;">。</span><span style="color: black;">结果</span><span style="color: black;">随着镜头</span><span style="color: black;">拉近</span><span style="color: black;">，</span><span style="color: black;">画面<span style="color: black;">逐步</span>清晰</span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">伴同</span>“别想太多喝口雪碧酷爽下</span><span style="color: black;">，</span><span style="color: black;">这除了<span style="color: black;">咱们</span></span><span style="color: black;">，</span><span style="color: black;">还能有谁</span><span style="color: black;">？</span><span style="color: black;">”的文案</span><span style="color: black;">，</span><span style="color: black;">白色</span><span style="color: black;">瓶装</span><span style="color: black;">饮料居然是雪碧新品无糖纤维。</span><span style="color: black;"><span style="color: black;">因此</span>这其实是雪碧为自己的新品</span><span style="color: black;">无糖系列</span><span style="color: black;">推出的</span><span style="color: black;">创意视频</span><span style="color: black;">！？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/eed6b7405b0c4da7aee1c4ed09b618f5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518016&x-signature=6BkI2J4j2ta36WKiS382ftRTYKY%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一番操作</span><span style="color: black;">在网络平台<span style="color: black;">导致</span><span style="color: black;">热榜</span>。</span><span style="color: black;">最引人瞩目的<span style="color: black;">便是</span>元气森林的表情包评论</span><span style="color: black;">“哈哈哈哈哈哈”</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">熟练</span>互联网基因的元气森林果然是</span><span style="color: black;">5G</span><span style="color: black;">冲浪选手</span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">这般</span>的回复既活跃了气氛</span><span style="color: black;">，</span><span style="color: black;">又刷足了存在感</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2d2462da09b7433fb1c607d08def6aab~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518016&x-signature=ZC3xJleRHxQDWdfQ3E3KrABrvUM%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然除了围观</span><span style="color: black;">，</span><span style="color: black;">元气森林还<span style="color: black;">即时</span>抓住这个营销热点</span><span style="color: black;">，</span><span style="color: black;">拍了</span><span style="color: black;">一</span><span style="color: black;">支非常有梗的<span style="color: black;">宣传</span><span style="color: black;">做为</span><span style="color: black;">回复</span></span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这支<span style="color: black;">宣传</span></span><span style="color: black;">前半部分与雪碧几乎如出一辙</span><span style="color: black;">，</span><span style="color: black;">但从“别想太多”这句神反转文案<span style="color: black;">起始</span></span><span style="color: black;">，</span><span style="color: black;">元气森林将后续的内容替换<span style="color: black;">成为了</span>自家的<span style="color: black;">制品</span></span><span style="color: black;">，</span><span style="color: black;">成功“</span><span style="color: black;">借力打力</span><span style="color: black;">”</span><span style="color: black;">，</span><span style="color: black;">巧妙化解了雪碧的宣传“攻势”</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4f00625e03b64f95a8329270f6ae5150~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518016&x-signature=zoSbJ3F0I4JPQ7%2FBFLnhL97J70c%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种你来我往的营销<span style="color: black;">宣传</span>是不是<span style="color: black;">尤其</span><span style="color: black;">熟练</span></span><span style="color: black;">？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>可口可乐和百事可乐</span><span style="color: black;">，</span><span style="color: black;">麦当劳汉堡王</span><span style="color: black;">，</span><span style="color: black;">在相爱相杀的“</span><span style="color: black;">CP</span><span style="color: black;">”<span style="color: black;">宣传</span>片里</span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">必定</span>有这几个品牌的一席之地</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧的<span style="color: black;">宣传</span>片里既有<span style="color: black;">有些</span>趣味性</span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">亦</span>能品出“</span><span style="color: black;">在无糖<span style="color: black;">行业</span>可口可乐<span style="color: black;">无</span>对手</span><span style="color: black;">”</span><span style="color: black;"><span style="color: black;">这般</span>的<span style="color: black;">寓意</span></span><span style="color: black;">。</span><span style="color: black;">而被元气森林“魔”改后的<span style="color: black;">宣传</span>片则有一种</span><span style="color: black;">“<span style="color: black;">已然</span>出了可乐味，元气森林雪碧味还会远吗？”</span><span style="color: black;">的<span style="color: black;">寓意</span>深长</span><span style="color: black;">，不少网友都认为雪碧的这波营销风头，完美地被元气森林给截胡了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然不清楚这是双方非常巧合的作品</span><span style="color: black;">，</span><span style="color: black;">还是提前沟通好的</span><span style="color: black;">，</span><span style="color: black;">但传播的效果确实要大于一家的“独角戏”</span><span style="color: black;">，</span><span style="color: black;">让<span style="color: black;">宣传</span>片<span style="color: black;">本来</span>的趣味性成倍增长</span><span style="color: black;">，</span><span style="color: black;">达到了宣传的目的</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1b6214add197423684a488bdf2e4879c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518016&x-signature=L35WW%2FIBRZwxjlD3ax%2Fjw4VA4ys%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近两年，随着众多玩家入局气泡水赛道，曾经深耕这个赛道的元气森林拓宽品类<span style="color: black;">作为</span>迫在眉睫的事情。事实上<span style="color: black;">亦</span>确实如此，除了<span style="color: black;">已然</span>在消费市场流通的可乐味气泡水，元气森林还先后推出了外星人电解质水、“有矿”瓶装矿泉水等<span style="color: black;">制品</span>来丰富<span style="color: black;">制品</span>体系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然说</span>短期内<span style="color: black;">没法</span>确定市场的<span style="color: black;">选取</span>，但<span style="color: black;">做为</span>有过颠覆气泡水市场成功经验的元气森林<span style="color: black;">来讲</span>，任何一款新<span style="color: black;">制品</span>的推出都可能会给同行业的竞争者<span style="color: black;">有些</span>压力。当然，<span style="color: black;">针对</span><span style="color: black;">哪些</span><span style="color: black;">已然</span>在饮料市场树大根深的巨头<span style="color: black;">来讲</span>，元气森林方面面临的压力<span style="color: black;">亦</span>不可小觑。<span style="color: black;">例如</span>可乐味的气泡水真的能赶超两乐吗？<span style="color: black;">怎样</span>面对竞品<span style="color: black;">持续</span>向核心版图的“入侵”？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想要<span style="color: black;">处理</span>这些问题，一场更为激烈的交战似乎已吹响号角。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">--end--</strong></span></p>
我深受你的启发，你的话语是我前进的动力。 我完全同意你的看法，期待我们能深入探讨这个问题。 你的见解真是独到，让我受益良多。 太棒了、厉害、为你打call、点赞、非常精彩等。
页:
[1]