雪碧新宣传，太洗脑了！
<strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvduerktzxlDcyDlRFq6FTnUTZfOYLXDflGXTqFGuFlIB3JPFNiblEtwPAmg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">源自</span> | <span style="color: black;">宣传</span>案例精选（ID:ad2829)</span></strong><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期</span>雪碧在巴西投了一系列<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;">感觉<span style="color: black;">全部</span>南半球都要「凉凉」了</span></p><span style="color: black;"><strong style="color: blue;">01</strong></span><span style="color: black;"><strong style="color: blue;">魔性＋洗脑，将沙雕进行到底</strong></span><span style="color: black;">提起雪碧，<span style="color: black;">非常多</span>人都会想到那句经典<span style="color: black;">宣传</span>词：透心凉，心飞扬。</span><span style="color: black;">确实，很少有品牌能像雪碧这么会讲「凉」这个概念了。以至于每到夏天，就算不喝雪碧，单单想到这个名字，都会感到一股凉意。</span><span style="color: black;">这不，随着北半球夏天的悄悄溜走，南半球的热浪<span style="color: black;">起始</span>冲击着人潮。雪碧趁机在巴西投放了一系列以「Fresh Drops」（保持<span style="color: black;">鲜嫩</span>）为主题的清凉<span style="color: black;">宣传</span>，把一股清凉旋风带到了南半球。</span><span style="color: black;">会跳舞的雪碧汽水</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvduePKufFB1MNgwP6pnTUpGWibqwarWvhNqoa8l1N4picnryQ8xncnmQDicZw/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">一言不合就鬼畜的墨镜大叔</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvduexyBicRhViczVl7784Xwia5HLTHLAspeNU2tOGUqbYJfPCf5kFeuVSL9qA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">喝完雪碧被冻成冰人的酷盖</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdueePRq4jVJe0czCaXEgAqMEvxv5nu9VXOn1IMz9yFxlllMjMZ5Oyy0kw/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">变成乐器的雪碧瓶</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdueDYxLtQ87ViaIYSuw27Rr1sLDfQYggXaptiaz5Gx7OXketrXyPaibVDumg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">玩举高高的柠檬</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdueVoYK5kqpvfuGxsXM5xw5t7R3TgQUgVJQ7TcibJwpzDMWdJS5ibAccSibA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">雪碧和柠檬<span style="color: black;">一块</span>打游戏</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdueVoYK5kqpvfuGxsXM5xw5t7R3TgQUgVJQ7TcibJwpzDMWdJS5ibAccSibA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">潮酷swag的雪碧</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdueVUBAhcZSqbBuD3ibdTicTpu92XD3pibU6clphaxPszB8zc9mFibUe5G6XQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">会奏乐的雪碧</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvduewEas5KcFEvdtnbic2BHouRfSTLs1GSZsSlzdFHypiaD6gCdGF3BqAeRQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">连雕塑<span style="color: black;">皆想</span>喝的雪碧</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdue4ia3PETzC746roGNSxStCfJ2HiaF0wktt7KzPAQBI2sn6O9YlPo9gZLg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">咱们</span>常说，重要的事情说三遍。但雪碧觉得，<span style="color: black;">倘若</span>三遍<span style="color: black;">不足</span>，那就3x3遍吧。</span><span style="color: black;">连续九句「Fresh Drops」的slogan输出真是颇为洗脑，让人看完整支<span style="color: black;">宣传</span>想不记住都难。</span><span style="color: black;"><span style="color: black;">经过</span>这九支小短片，雪碧保持了将沙雕进行到底的风格，用一系列意料不到的脑洞，让人感受到了一股扑面而来的凉意，从视觉上打造了炎热夏日的清凉之感。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">多维度强势赋能，</span></strong></span><strong style="color: blue;"><span style="color: black;">增添<span style="color: black;">制品</span>情感附加值</span></strong><span style="color: black;">相信在看这支<span style="color: black;">宣传</span>的时候，<span style="color: black;">非常多</span>人会联想到今年618<span style="color: black;">时期</span>京东推出的一系列沙雕<span style="color: black;">宣传</span>，<span style="color: black;">一样</span>是用简短有趣的短视频，推广平台的<span style="color: black;">制品</span>，并深受好评。</span><span style="color: black;">雪碧的这支<span style="color: black;">宣传</span>和京东有一个<span style="color: black;">一起</span>点，<span style="color: black;">便是</span>挖掘<span style="color: black;">制品</span>的核心点，<span style="color: black;">从而</span>赋予其生命力。</span><span style="color: black;">当看到扭动身姿的雪碧汽水、易拉罐、柠檬，你<span style="color: black;">是不是</span><span style="color: black;">亦</span>有想要随着音乐舞动的冲动？</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdueibpnlrOh51pOXiafHg7RibpP72svx6gcXdibe2QibbQHEjT0iaLMWNdicoiaqA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">当看到雪碧<span style="color: black;">作为</span>了乐器、游戏道具，你<span style="color: black;">是不是</span>对了几分购买它们的欲望？</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvduebU8QdNCjhURLeNAtS7OGDRaoleSTSD6Cef8icfIpGr0tibJUKcw1icv1w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">这<span style="color: black;">便是</span>这支<span style="color: black;">宣传</span>力求传达的信号：<span style="color: black;">不仅</span>让消费者感觉到清凉，更想和雪碧交<span style="color: black;">伴侣</span>，和雪碧<span style="color: black;">一块</span>玩、<span style="color: black;">一块</span>互动。</span><span style="color: black;">当<span style="color: black;">制品</span>有了生命，就多了打动消费者情感的触点，增添了让消费者产生情感共振的按钮。</span><span style="color: black;">此外，这种与用户之间的共鸣效果，还<span style="color: black;">表现</span>在<span style="color: black;">有些</span>小细节的巧妙设计。</span><span style="color: black;"><span style="color: black;">例如</span>，视频中有些场景中<span style="color: black;">显现</span>的雪碧瓶，瓶身上是带着水珠的。这会让你感觉到这瓶雪碧是冰凉的，因而瓶身才会有液化的水珠。</span><span style="color: black;">而当你被烈日暴晒，<span style="color: black;">或</span>心情烦躁的时候，这种让人感觉舒适的「清凉感」，正是你<span style="color: black;">必须</span>的。</span><span style="color: black;">据<span style="color: black;">认识</span>，这一系列<span style="color: black;">宣传</span>将会在通勤高峰期，被投放在巴西圣保罗和里约热内卢的2500多个户外<span style="color: black;">宣传</span>数字屏上。</span><span style="color: black;">而<span style="color: black;">协同</span>着欢快的音乐和有趣的画面，过往的路人不仅想要买一罐雪碧来降暑解渴，<span style="color: black;">亦</span>会在<span style="color: black;">宣传</span>的带动下<span style="color: black;">一块</span>动起来，缓解人们上下班时烦躁的<span style="color: black;">心情</span>。</span><span style="color: black;"><span style="color: black;">能够</span>说，雪碧的这支<span style="color: black;">宣传</span>，洞察到了人们生理和心理的双重需求，在刺激销量的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>增进了品牌和巴西消费者之间的感情。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">一样</span>是洗脑<span style="color: black;">宣传</span>，</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">为何</span>雪碧受到好评？</span></strong><span style="color: black;">最后，想必<span style="color: black;">非常多</span>人<span style="color: black;">亦</span>有<span style="color: black;">一样</span>的疑问，<span style="color: black;">一样</span>是<span style="color: black;">持续</span>重复的洗脑<span style="color: black;">宣传</span>，<span style="color: black;">为何</span>电梯<span style="color: black;">宣传</span>人人喊打，而雪碧和京东<span style="color: black;">这般</span>的<span style="color: black;">宣传</span>却好评如潮。</span><span style="color: black;">我想，虽然<span style="color: black;">一样</span>是洗脑<span style="color: black;">宣传</span>的外衣，但<span style="color: black;">她们</span>还是有本质上的区别的。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>，它们重复的内容是不<span style="color: black;">同样</span>的。</span></strong><span style="color: black;">BOSS直聘、铂爵旅拍<span style="color: black;">这般</span>的电梯<span style="color: black;">宣传</span><span style="color: black;">为何</span>招人烦？是因为它们就像是一个聒噪又甩不掉的粘人精，在你耳边<span style="color: black;">始终</span>重复一句话。</span><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">咱们</span>被洗脑的是它们的口号：找工作，和老板谈；铂爵旅拍，想去哪拍就去哪拍。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvduetTaYxAN9M4wdXMvxLJoQVicIyJ03Z1iav61Dj93eh0ThPloMFftlsXVA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">而雪碧的<span style="color: black;">宣传</span>，则像是一个巧克力盒，<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到一个又一个<span style="color: black;">区别</span>口味的巧克力，收获的是惊喜和意外。</span><span style="color: black;"><span style="color: black;">由于</span>，它向<span style="color: black;">咱们</span>洗脑的，是创意，是乐趣，而被<span style="color: black;">持续</span>重复的slogan「Fresh Drops」，则是一条线，串联起这些美味的巧克力，让它们不至于太散，偏离了主题。</span><strong style="color: blue;"><span style="color: black;">其次，它们重复的时间是有差别的。</span></strong><span style="color: black;">一个电梯<span style="color: black;">宣传</span>，<span style="color: black;">通常</span>长度是15秒，而<span style="color: black;">常常</span>在这15秒内，<span style="color: black;">宣传</span>要完成近十次的口号重复，<span style="color: black;">况且</span><span style="color: black;">宣传</span>口号<span style="color: black;">一般</span>喊得歇斯底里，不仅<span style="color: black;">增多</span>用户接收信息的<span style="color: black;">包袱</span>，<span style="color: black;">亦</span>给人一种紧迫感和压抑感。</span><span style="color: black;"><span style="color: black;">因此</span>，看电梯<span style="color: black;">宣传</span>，<span style="color: black;">咱们</span>总会有被冒犯感。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/W6K3yiaPvhNIgy8PNJIVq1yl6rvuibvdueKX8u9Gb0EmMO887iaMkkFbOmucL3XaPyoCPVicsauJP1I3q5Hibd4rtag/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">而雪碧这类的沙雕<span style="color: black;">宣传</span>，每一个短视频的时长就有10秒<span style="color: black;">上下</span>，它像一个给你讲故事的<span style="color: black;">伴侣</span>，不紧不慢，娓娓道来，让人感觉舒适，安心。</span><span style="color: black;">总的<span style="color: black;">来讲</span>，电梯<span style="color: black;">宣传</span><span style="color: black;">便是</span>自作聪明，却陷入了「自嗨式」的尴尬；而雪碧式沙雕<span style="color: black;">宣传</span>，则懂得「换位思考」，完全照顾到了用户的感受。</span><span style="color: black;"><span style="color: black;">倘若</span>是交<span style="color: black;">伴侣</span>，谁会不爱后者呢？</span>
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