雪碧口口声声说帮别人打宣传，其实是在做这4件事
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">作者 | 灰豆</span></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;">编辑 | 冰清</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">几天前，雪碧说它<span style="color: black;">可疑</span>自己给某家汽水做了个<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">几天过去，<span style="color: black;">咱们</span><span style="color: black;">发掘</span>是雪碧让所有家汽水给自己做了<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事情是<span style="color: black;">这般</span>的——</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8 月 12 日，雪碧发布了一支视频：镜头里，远远地立着两瓶汽水，模糊的画面下，一时看不清这两瓶汽水的真面目。右边那瓶绿色的，化成灰<span style="color: black;">咱们</span><span style="color: black;">亦</span>认识。至于左边那瓶，难道<span style="color: black;">亦</span>是雪碧？怎么越看越像某品牌？但这是<span style="color: black;">能够</span>说的吗？</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8ae3f3b3b772475ab50d2e025869be1a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=5i63NGRb14h5uKCZ0QgPAlpKbys%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就连雪碧自己都不敢认了，<span style="color: black;">乃至</span><span style="color: black;">可疑</span>起自己是不是在帮别人打<span style="color: black;">宣传</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/78c5c095abdd4df496acf81042a79a1b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=OYOOjPSX5ZnQS4U%2FIMQcbE9NxtU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当答案揭晓，它还是雪碧本碧。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/85c9bb1db09d4ba2938dcb0e8d91755d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=IMV%2FRbhLKDXkILxTwQTPXva7fm8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">短短几句旁白，外加一个焦距<span style="color: black;">持续</span>拉近的简单画面，观众的<span style="color: black;">心情</span>被雪碧狠狠拿捏，心理活动在旁白和画面的<span style="color: black;">协同</span>引导下，经历了：</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;">初始好奇：</strong>模糊画面+旁白“这是一支雪碧的<span style="color: black;">宣传</span>”。</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;">认同+好奇：</strong>旁白“绿色的，当然是雪碧”——是的，<span style="color: black;">而后</span>呢？</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;">震惊+<span style="color: black;">可疑</span>：</strong>旁白“那白色的，不会是......”——不会吧！？</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;">心理距离拉近：</strong>旁白“你<span style="color: black;">晓得</span>我说的是谁”——嘘，你懂的</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;">疑问：</strong>镜头拉近+旁白“别想太多，喝口雪碧酷爽下“——啊？</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;">心理反差+惊讶+回味：</strong>镜头完全清晰，雪碧 logo 显出+旁白“这除了我们，还能有谁”——嗯？啊！怎么回事......</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/27fb78887c394d4ebf7ce06fcd92d402~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=2Yh3%2B61r%2BA3IMYafrm3nxyF6JWU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧的这条<span style="color: black;">宣传</span>片，虚晃一枪，既没念出谁的名字，<span style="color: black;">无</span>真的为竞品打<span style="color: black;">宣传</span>，反而<span style="color: black;">经过</span>对消费者的一番<span style="color: black;">心情</span>撩拨，和最后的反差回味，激发了消费者的某种<span style="color: black;">繁杂</span>心理活动的化学反应，让观众把<span style="color: black;">重视</span>力<span style="color: black;">所有</span>转移留存到雪碧<span style="color: black;">这儿</span>，并心甘情愿地想去公众号一探<span style="color: black;">到底</span>，最后促成后续的“扫汽水赢雪碧”的互动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在活动上线当天，刀法分析师就尝试扫描了手边的饮料瓶，并<span style="color: black;">得到</span>了 0.3 元的换购券。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e5bfa569d4ea436e90289fee36054b25~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=qKeoGlFW1%2FGpM%2FQG5oVoiovOS%2BA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>这支<span style="color: black;">宣传</span>，雪碧其实<span style="color: black;">处理</span>了 4 件事：</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;"><strong style="color: blue;"><span style="color: black;">01</span></strong></span></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;"><strong style="color: blue;">提前消解<span style="color: black;">公众</span>对“雪碧要换掉绿瓶子”这件事的抵触<span style="color: black;">心情</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">刀法热讯曾<span style="color: black;">报告</span>，雪碧要换掉经典绿瓶包装了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧，由可口可乐于 1961 年推出，<strong style="color: blue;">是<span style="color: black;">日前</span><span style="color: black;">全世界</span>最大的柠檬味汽水饮料品牌</strong>，在世界上 190 多个国家进行发售，地位仅次于母<span style="color: black;">机构</span>可口可乐、百事可乐、红牛与雀巢咖啡，品牌价值达 54.8 亿美元。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">绿瓶是雪碧的标志性符号，但绿色瓶含有绿色聚对苯二甲酸乙二醇酯 (PET)，混色的 PET <span style="color: black;">一般</span>只能回收到一次性用品中，很难再利用。于是，出于环保考量，雪碧决定从源头<span style="color: black;">处理</span>问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2022 年 7 月 27 日，可口可乐<span style="color: black;">机构</span><span style="color: black;">暗示</span>将从 8 月 1 日起，把雪碧的绿色塑料瓶包装改为透明包装，<strong style="color: blue;">从而结束了雪碧绿瓶 60 <span style="color: black;">数年</span>的历史。</strong></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;">但喝了这么<span style="color: black;">数年</span>绿瓶雪碧的消费者，一时间能接受这种转变吗？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是，借“雪碧无糖”新品推出之际，以及借由“雪碧无糖”新包装迟早容易被说像元气森林这件事，借力打力，用一种近似戏谑的 CP 营销方式，让<span style="color: black;">大众</span>嗑个 CP，消除猜忌，以及提前消解消费者对换掉绿瓶的雪碧可能产生的不解和排斥。</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;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span></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;"><strong style="color: blue;"><span style="color: black;">高调推出新品“雪碧无糖”汽水，获取新客群</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在雪碧这支<span style="color: black;">宣传</span>上线前不久，元气森林推出了“可乐味”苏打气泡水，其野心一目了然。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/569f3138fb754dd5a0bd086a4121b533~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=cNWpyQiS5Gmsg%2FrJV%2F0Yj%2FAL%2BBc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在可乐们有大动作之前，元气森林率先推出了可乐味气泡水。而可口可乐<span style="color: black;">机构</span>，紧跟其后，于今年推出了雪碧无糖。双方都是在用开拓新品的方式来向对方的“地盘”进攻，试图获取新客群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">刀法<span style="color: black;">科研</span>所观察到，无论是元气森林还是雪碧，基于此目的的新品发布，采取的都是高调策略。<span style="color: black;">例如</span>元气森林在官宣可乐味的<span style="color: black;">博客</span>上写道：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“元气森林可乐味苏打气泡水全新上市，给你一款配方干净的‘可乐‘！” 对标<span style="color: black;">寓意</span><span style="color: black;">显著</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0c48c92202ba4d72bdfe55385bd970d7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=J%2Ft9jFsZEj%2FSgAz9pJIkyZxX9vc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而这次雪碧出无糖，<span style="color: black;">更加是</span>直接将元气森林“内涵”进<span style="color: black;">宣传</span>，不得不说，品牌们的人设表达，在如今的社交语境下，越来越<span style="color: black;">新鲜</span>了。</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;"><strong style="color: blue;"><span style="color: black;">03</span></strong></span></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;"><strong style="color: blue;"><span style="color: black;">面对反击，雪碧释放迎接挑战的信号</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前有元气森林“我不是在做可乐，我是在做可乐味的汽水”，后有可口可乐集团旗下雪碧“我打的不是别人的<span style="color: black;">宣传</span>，我的地盘还能有谁？”以及，“别想太多，喝口雪碧酷爽一下”，<span style="color: black;">暗示</span><span style="color: black;">期盼</span><span style="color: black;">大众</span>喝口雪碧，清醒一下大脑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一番操作下来，<span style="color: black;">针对</span>元气森林<span style="color: black;">来讲</span>，真可谓是“<span style="color: black;">损伤</span>性不大，侮辱性极强”。雪碧<span style="color: black;">亦</span>借由该<span style="color: black;">宣传</span>释放出强大的自信，以及迎接挑战的信号。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/90b05d1a058741b1be0c5a76ee78378c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=Bc1ZpqUgopvMdvmS0o97PaqxMJg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在过去的 20 年，国内碳酸饮料 90% 以上的市场份额由可口可乐和百事可口两大国际品牌占据。虽然国产可乐<span style="color: black;">亦</span>曾<span style="color: black;">显现</span>过如非常可乐、汾煌可乐、崂山可乐等，但都难逃被收购和打压的命运。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2016 年，元气森林气泡水凭借“0 糖 0 脂 0 卡”概念，以迅雷之势，击中<span style="color: black;">青年</span>消费者关于“肥宅水<span style="color: black;">怎样</span>痛快喝”的痛点需求，横空出世，一跃<span style="color: black;">作为</span>可口可乐与百事可乐的头号劲敌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据浪潮新消费、零点财经等<span style="color: black;">媒介</span><span style="color: black;">报告</span>，2018 年，元气森林在推出气泡水后，全年营收达到 2 亿元。在 2018-2020 年间，元气森林的增速分别达到了 300%、200%、309%，一时风头无两。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">天风证券数据<span style="color: black;">表示</span>，自 2021 年起，各大饮料巨头，均针对贡献元气森林<span style="color: black;">营销</span>额 70% 的无糖气泡水，进行了“围剿”，如百事推出 bubly 微笑趣泡，可口可乐推出小宇宙 AH!HA! 气泡水，以及其他<span style="color: black;">有些</span>品牌模仿品的<span style="color: black;">显现</span>，一度对元气森林气泡水的市场占有率产生了大概 30%-40% 的影响。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年初，可口可乐、百事可乐被曝出内部撂狠话——“今年势必要消灭元气森林气泡水”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了<span style="color: black;">制品</span>层面，<span style="color: black;">据述</span>在供应链方面，元气森林<span style="color: black;">亦</span>承受到了巨头们<span style="color: black;">各样</span>致命压力。然而据品牌披露的财报及天猫<span style="color: black;">营销</span>战报看，元气森林依旧保持着高速增长。而这次推出可乐味汽水，<span style="color: black;">亦</span>许<span style="color: black;">亦</span>是元气森林的一个反击信号。</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;"><strong style="color: blue;"><span style="color: black;">04</span></strong></span></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;"><strong style="color: blue;"><span style="color: black;">“汽水”心智覆盖，让所有汽水都和雪碧<span style="color: black;">相关</span></span></strong></span></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>后续的“扫任意汽水，赢雪碧无糖”活动，<span style="color: black;">经过</span>释放优惠券，让消费者争相跑进便利店，冲向饮料货架，拿起的汽水是哪家不重要，心里<span style="color: black;">仅有</span>一个念头：我要雪碧无糖。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一互动活动在无形中，将“汽水”和“雪碧”再一次进行心智<span style="color: black;">绑缚</span>，还有点让其他家汽水都来为雪碧作嫁衣的感觉。</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;">尤其</span>是针对“0”的后续营销，雪碧<span style="color: black;">始终</span>用强调“酷爽”<span style="color: black;">口味</span>的方式，来向消费者传达自己独特的<span style="color: black;">优良</span>：气泡够足，<span style="color: black;">口味</span>够爽，不以任何理由牺牲<span style="color: black;">口味</span>——这才是正宗汽水的奥义。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/32c4381fe01f4ce6b6d2cf19ee5e84fd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=dASSwtnnDzr%2FVuE5zgyjxqItMwA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">05</span></strong></span></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;"><strong style="color: blue;"><span style="color: black;">分析师点评</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说到竞品间的互动，CP 营销是品牌们经常会用到的一种营销手法，<span style="color: black;">重点</span><span style="color: black;">指的是</span>将两个品牌（<span style="color: black;">尤其</span>是竞品）放到<span style="color: black;">一块</span>，<span style="color: black;">构成</span>或闺蜜或兄弟或对手的关系组合，利用<span style="color: black;">她们</span>之间产生的化学反应，延伸受众对各单个品牌的印象。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说起 CP 营销，<span style="color: black;">咱们</span>很难不想到麦当劳 x 汉堡王、奔驰 x 宝马、可口可乐 x 百事这三对“大势 CP”的相爱相杀。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c8bddce23aeb45cdaa0d08a4d2f9efa4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=RhzGMXYQXN7S9UKEa5gV0x8R9zU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">汉堡王用<span style="color: black;">宣传</span>暗讽“麦当劳的汉堡太难吃了，麦当劳叔叔都要乔装打扮到汉堡王来吃汉堡”。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/faebdfa6032442a9a300690939fe4c42~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=GlRM5GpTgHz%2F6BwkLtmHmqTvqgQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">万圣节，百事可乐先出一张海报，调侃可口可乐像万圣节鬼怪<span style="color: black;">同样</span>恐怖；可口可乐仅改一句文案反击，暗示可口可乐是大英雄，而百事可乐很普通。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ef25e4d60d4944ecad866311b02a0fba~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=PIp1VNzi6OhCvOybLGU6QFL8Nqo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">奔驰<span style="color: black;">全世界</span>总裁迪特·蔡澈（Dieter Zetsche）<span style="color: black;">离休</span>，宝马制作了一条短片送上。短片结尾，蔡澈和最后一辆奔驰告别，转头从自家车库开出一辆宝马，字幕<span style="color: black;">显现</span>：Free at last（<span style="color: black;">最终</span>自由了）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可见这些海外营销环境下，品牌们在面对竞品营销时，虽然不乏火药味，<span style="color: black;">然则</span>更倾向于在智力和幽默维度上进行角逐。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而在国内，基于文化差异，比起剑拔弩张，谦虚、低调的角色似乎更受<span style="color: black;">喜爱</span>，<span style="color: black;">因此</span>比较典型的案例如喜茶 x 茶颜悦色、饿了么 x 美团，则更倾向于走相亲相爱的氛围。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3184ce67ead647e98fcb025afc93e34d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=2atzENrZztOP%2BSrUhUiliWjs2vc%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">喜茶去长沙探店茶颜悦色</p>
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<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/07397afe43de4bb09d7c24aeaa3bebe9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=Nty%2F7j7wN5rw5ACi12klCCAaKEU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">饿了么和美团分别以外卖员帽子耳朵，发布设计理念海报</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span> CP 营销虽好，但把握好文化差异下的度还是很重要的。</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;"><span style="color: black;">参考资料：</span></span></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;"><span style="color: black;">唐彬森首次公开元气森林<span style="color: black;">营销</span>额，过去五年业绩随之<span style="color: black;">揭发</span>！2021 年 9 月，浪潮新消费</span></span></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;"><span style="color: black;">从饮料到矿泉水，元气森林闯关新赛道，2022 年，零点财经</span></span></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;"><span style="color: black;">代糖行业深度<span style="color: black;">科研</span>报告：给甜蜜一次<span style="color: black;">选取</span>，2022 年 7 月，天风证券</span></span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b93ff4b30c65444eb17bb889ad95f189~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=KAEdxmzhrEMaSEQM%2Brpt6Rx9te0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a977b7242ecd4866b58f8ca9f561e4bd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518025&x-signature=UPxuUAyxrNvCEDvvyvvv9GHflXA%3D" style="width: 50%; margin-bottom: 20px;"></div>
请问、你好、求解、谁知道等。 你的见解真是独到，让我受益良多。 “BS”（鄙视的缩写）
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