雪碧对应消费者生活时段 精细传递“燥不可挡 酷爽以对”理念
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当下社会的<span style="color: black;">青年</span>一代，面对纷繁<span style="color: black;">繁杂</span>，压力激增的大环境，急燥、焦燥、暴燥的<span style="color: black;">心情</span>会随着<span style="color: black;">各样</span>微不足道的小事<span style="color: black;">持续</span>累积并爆发。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一旦被这种燥热上头的<span style="color: black;">心情</span>所影响，很容易就冲动出格，做出让自己<span style="color: black;">懊悔</span>的<span style="color: black;">行径</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b3d51d6ff1aa4900b7179c0a9a1e3973~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=zj7015xSVhbQbEe1AvCo7sr1G9w%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;">洞察到这一现象后，雪碧针对当下<span style="color: black;">青年</span>群体的<span style="color: black;">心理</span>变化，结合品牌全新主张“燥不可挡，酷爽以对”，推出了<span style="color: black;">各样</span>活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了有引起消费者兴趣这一想法外，更重要的是意图将品牌在消费者视角的足迹扩展到身体热感之外，<span style="color: black;">作为</span>消费者在所有“燥”时刻联想到的首个品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为此，雪碧利用<span style="color: black;">自己</span>“酷爽”<span style="color: black;">优良</span>，在创意上下功夫，尝试与<span style="color: black;">青年</span>人走的更近，在打动各个圈层上打出了一套破圈营销组合拳。</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;"><span style="color: black;">01</span></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;"><span style="color: black;">携手华晨宇，传递音乐燥热场景</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">快节奏的生活，压力之下的新常态，找准了“燥”，就等于按下了Z世代的情感按钮，<span style="color: black;">许多</span><span style="color: black;">心情</span>喷涌而出，为#燥不可挡 酷爽以对#<span style="color: black;">专题</span>的<span style="color: black;">热榜</span>推波助澜。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">既然“燥”的存在不容<span style="color: black;">忽略</span><span style="color: black;">亦</span>无可避免，<span style="color: black;">那样</span><span style="color: black;">怎样</span><span style="color: black;">帮忙</span><span style="color: black;">青年</span>一代在面对燥时不会燥热上头，做出冲动<span style="color: black;">懊悔</span>的事，则<span style="color: black;">作为</span>雪碧义不容辞的责任。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">显然，雪碧高度概括的<span style="color: black;">许多</span>燥热场景：如排队等待的燥、被打断的燥、<span style="color: black;">无</span>个人空间的燥、遇到杠精的燥等等，都让Z世代眉头一皱，一幕幕<span style="color: black;">关联</span>的“燥”名场面瞬间浮现，<span style="color: black;">广泛</span>的<span style="color: black;">心情</span>燥点为<span style="color: black;">专题</span>的热点爆发奠定了坚实的<span style="color: black;">基本</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e51efdd247744304a03199e636a126c9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=q29QlbA25dYXRB6qVBuYPAT67rY%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;">面对<span style="color: black;">各样</span>各样多变的环境和激增的压力，在<span style="color: black;">各样</span>“燥”的摧残下，<span style="color: black;">青年</span>人们都在寻找一种能保持自我冷静的<span style="color: black;">办法</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;"><span style="color: black;"><span style="color: black;">怎样</span>让自己的<span style="color: black;">心理</span>和节奏不被“燥”所影响，这正是雪碧尝试和<span style="color: black;">青年</span>人<span style="color: black;">创立</span>的沟通途径。</span></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;"><span style="color: black;">品牌想要实现全新定位的<span style="color: black;">公众</span>化认知，就<span style="color: black;">必要</span>让消费者有直观的理解，最好的方式<span style="color: black;">便是</span><span style="color: black;">经过</span>消费场景进行展现，为品牌理念构建传播基石。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为此，雪碧聚焦<span style="color: black;">青年</span>人的“燥热时刻”，覆盖多种生活场景，传递“酷爽”主张。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">夏季燥热难耐怎么办，雪碧用音乐让你冷静一下。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧更新<span style="color: black;">自己</span>视觉形象，上线首个开创性<span style="color: black;">全世界</span>音乐平台——雪碧酷光灯，邀请代言人华晨宇加入顶尖音乐人阵容。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bf6526fd4be74ec898e9db0db220b1b7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=u7pee9AkSXtHyBlMd31pmMZ%2Ffho%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;">同期</span>还有格莱美金奖制作人 James Blake 加持，为人们带来音乐和雪碧的双重酷爽体验，<span style="color: black;">帮忙</span>抵挡燥热难耐的酷暑高温。</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;">仅有</span>当华晨宇的“个人特质”和品牌想传达的“价值观”<span style="color: black;">不约而同</span>时，品牌才会考量<span style="color: black;">是不是</span>要<span style="color: black;">选取</span>华晨宇<span style="color: black;">作为</span>品牌代言人。</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;">如今的<span style="color: black;">青年</span>人极其个性化，<span style="color: black;">她们</span>的价值观更加独立自主，更愿意做自己，做自己<span style="color: black;">爱好</span>的事情。</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;">而华晨宇用音乐传递的便是做自己，做敢于表达的自己，某种层面与<span style="color: black;">青年</span>人很容易产生共鸣。</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;">区别</span>的人<span style="color: black;">能够</span>在华晨宇的音乐中，得到<span style="color: black;">区别</span>的<span style="color: black;">诠释</span>，<span style="color: black;">亦</span>许是从<span style="color: black;">期盼</span>别人认可我，转变为我认可自己足以，<span style="color: black;">亦</span>可能是想将事情做到“极致”等等。</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;">他的作品凸显了其“创造力”“做自我”“极致”等个人形象标签。</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;">而华晨宇《肆无惧燥》中，将酷爽态度注入自己标志性的迷幻摇滚风格，讲述面对外界的压力和噪音时，<span style="color: black;">怎样</span>保持冷静、击破焦燥心情，真正做到“酷爽以对”。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0e3bb65ff0dd436094642ceeb8fb7058~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=CxkpYhcvHCurZTUUv10TAIhGPtw%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;"><strong style="color: blue;"><span style="color: black;">雪碧的<span style="color: black;">全部</span>“降燥”活动中，锚定了<span style="color: black;">青年</span>群体的<span style="color: black;">心情</span>痛点，深挖燥热时刻，创新消费场景，创造实时线上线下零距离互动的全方位整合营销。</span></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;"><span style="color: black;">再加入有趣的音乐灵魂，让品牌更能燃爆<span style="color: black;">青年</span>人的内心，激发专属于雪碧的“酷爽”音乐营销。</span></strong></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;">做为</span>很早玩音乐的品牌，雪碧<span style="color: black;">期盼</span><span style="color: black;">经过</span>对内容创造、<span style="color: black;">制品</span>组合创新和消费场景的全方位整合，激发出全新的创造活力，重塑品牌社交形象。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尽管被誉为饮料行业的经典品牌，但雪碧<span style="color: black;">始终</span>在超越自我，走进<span style="color: black;">青年</span>消费者群体的心中，并将“<span style="color: black;">青年</span>”的基因融入品牌DNA。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">勇于创新、拥抱可<span style="color: black;">连续</span>发展，雪碧品牌站在了时尚潮头。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">生理上的燥热由雪碧的酷爽<span style="color: black;">口味</span>与之对抗，而心理上的“燥热”则用音乐应对。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/aeaa1e6ae3924359bcb593d899f965f8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=qjnqWYXNM5WWEl%2F7BMnN20thEoE%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;">按照</span>音乐本身就带有<span style="color: black;">心情</span>表达的特点，雪碧酷光灯集合各具<span style="color: black;">特殊</span>的歌手，本质上将声音转化为策略，制造出音爆时刻，让消费者降燥。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在内外因结合下，雪碧+音乐的营销组合拳打得即准又妙。</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;"><span style="color: black;">02</span></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;"><span style="color: black;">雪碧线上线下齐“降燥”</span></strong></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;">针对</span><span style="color: black;">青年</span>群体而言，面对纷繁<span style="color: black;">繁杂</span>，压力激增的环境 ，<span style="color: black;">她们</span>迫切<span style="color: black;">期盼</span>寻找到冷静自我保持酷爽的办法。</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;">咱们</span><span style="color: black;">瞧瞧</span>雪碧在<span style="color: black;">全世界</span>各大市场释放的主题宣传片，就能看出这句<span style="color: black;">宣传</span>语“燥不可挡 酷爽以对”的意图所在。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d623d111bcaa4767b3edfb64bcc7b188~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=yW1MopmiW3JnjEEAA4%2BOcBemG7o%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;">在雪碧<span style="color: black;">宣传</span>中，“Heat” 是<span style="color: black;">平常</span>生活的一部分，它可能是炎炎夏日汗流浃背的那种热，可能是当你想吃辣的东西时心痒难耐的热，还可能是漫长一天令你<span style="color: black;">头昏</span>脑胀的那种燥热。</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;"><span style="color: black;">当移动互联网放大了网络文化，新营销语境<span style="color: black;">必须</span>品牌制定新的沟通方式，而KOL可谓是当下品牌与消费者之间最实效的沟通桥梁之一。</span></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;"><span style="color: black;">社交平台<span style="color: black;">针对</span><span style="color: black;">青年</span>人<span style="color: black;">来讲</span>，更像是一个<span style="color: black;">心情</span>的发泄口。</span></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;"><span style="color: black;">1、线上营销</span></strong></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;">为了扩大营销宣传的力度，雪碧不仅在<span style="color: black;">博客</span>积极回复翻牌，还从6月起开启线上线下互联模式，携手自<span style="color: black;">媒介</span>和热门商圈邀请消费者畅所欲言。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4d3da458b19e4f39a5bc457c05619bf1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=O7DOpkKMCGma6pgSOnw4ir6IW5I%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;">雪碧为消费者<span style="color: black;">供给</span>了一个发声的平台，在<span style="color: black;">精细</span>击中<span style="color: black;">青年</span>人的痛点之后，与<span style="color: black;">她们</span>展开互动对话，拉近彼此距离。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是在打造<span style="color: black;">第1</span>波声量的<span style="color: black;">同期</span>，雪碧<span style="color: black;">更加是</span>主动在<span style="color: black;">每一个</span><span style="color: black;">青年</span>人表达自己燥热<span style="color: black;">心情</span>的博文下主动留言并送上酷爽雪碧，以一种“懂你”的态度和<span style="color: black;">青年</span>人沟通，避免燥热上头。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0ca5bd1e44f04fb6845b72f0d80f95f1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=Ze0aIUZLCdplU6HSX1wqOiRlh1s%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>强互动的内容社交，打破与<span style="color: black;">青年</span>人之间的沟通壁垒，实现品牌认知度的<span style="color: black;">同期</span><span style="color: black;">提高</span>与品牌的<span style="color: black;">青年</span>化布局。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从热点发酵<span style="color: black;">起始</span>，雪碧在<span style="color: black;">博客</span>独特的开场式生态下，抓住“滚雪球”的传播效应，将实时热点发酵后形成全社会聚焦<span style="color: black;">连续</span>讨论的<span style="color: black;">专题</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其本质是针对<span style="color: black;">目的</span>人群的破圈定制，以多<span style="color: black;">行业</span>联动让<span style="color: black;">专题</span>能级<span style="color: black;">持续</span><span style="color: black;">提升</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;"><span style="color: black;">2、线下联动</span></strong></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;">另外</span>，雪碧还<span style="color: black;">选取</span>了广州、北京、深圳、杭州、成都、上海等城市<span style="color: black;">做为</span>活动的落地点，携手本地领先的生活方式类自<span style="color: black;">媒介</span><span style="color: black;">一起</span>发起#燥不可挡，酷爽以对#的主题活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在各城市人气场所免费派发雪碧<span style="color: black;">做为</span>消费者福利，并在人流量密集的大屏露出<span style="color: black;">关联</span>海报，<span style="color: black;">更加是</span><span style="color: black;">经过</span>线下街访的形式，面对面与<span style="color: black;">青年</span>消费者沟通，用<span style="color: black;">实质</span>行动沉淀品牌新形象。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/30af785a3fcd4cc8a10598d0f887e3fa~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=M8m64rBTOeLRxVSTIJfs9P5Ns9I%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;">这里</span>次，“降燥大事件”中，Z世代的<span style="color: black;">青年</span>人<span style="color: black;">不仅</span>被动接受品牌所传递的态度，<span style="color: black;">同期</span><span style="color: black;">亦</span>参与分享，生产内容，在消费者中<span style="color: black;">导致</span>了更广泛的同频共振。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧针对 Z 世代消费者的营销活动，聚焦在了消费者生活中的<span style="color: black;">平常</span><span style="color: black;">稍许</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可能是当用户在漫长一天结束后正要放松身心却被打扰时；<span style="color: black;">亦</span>可能是用户在烈日下的音乐节上排着长队时；或是最<span style="color: black;">爱好</span>的节目正在播放而 WiFi 却<span style="color: black;">忽然</span>断连时。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由此可见，在 Z 世代中肯定有<span style="color: black;">非常多</span><span style="color: black;">这般</span>的“燥”时刻。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一个被再次确认的洞察，雪碧正是抓住了这个机会，<strong style="color: blue;"><span style="color: black;">对自己的受众——<span style="color: black;">青年</span>一代消费群体进行了有趣的传播及互动，并在<span style="color: black;">她们</span>心中树立起燥不可挡 酷爽以对的形象。</span></strong></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;">一场线上线下全民参与的社会营销事件，在信息碎片化时代让消费者<span style="color: black;">快速</span>找到焦点。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3d3967ddc1d545779a309c4997483a5a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=cknCc8H1AKk%2F0NFldCgLQeNLafY%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;">雪碧在潜移默化中为消费者传递着在冷静中做自己的正向价值观，生活中的<span style="color: black;">哪些</span>”燥“，都没什么大不了，<span style="color: black;">能够</span>喝一口雪碧，酷爽以对。</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;"><span style="color: black;">互联网造就了<span style="color: black;">青年</span>人独立、自我的个性，面对这群特立独行Z世代，品牌刻意迎合讨好是很难<span style="color: black;">得到</span>认可的，想要维系与<span style="color: black;">青年</span>人的关系，就满足Z世代精神需求。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正如“燥不可挡，酷爽以对”全新品牌定位，不仅以酷爽解渴的<span style="color: black;">制品</span><span style="color: black;">帮忙</span>消费者应对燥热、保持冷静，更用一种“酷爽”的品牌态度<span style="color: black;">陪同</span>消费者舒适自在地生活，让雪碧从“功能与情感的交融”深化至“精神与价值观的相应”。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bc33084aedcf431abfbf07149c963b49~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723518685&x-signature=0ZJPJY29E%2FphDCgyr1ulw1hnuF0%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;">在双向的深层对话中，雪碧满足了Z世代的精神需求，<span style="color: black;">亦</span>让<span style="color: black;">她们</span>对品牌的归属感更进一步。</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;">综观雪碧夏季营销，<span style="color: black;">倘若</span>说有什么制胜法宝，最核心的答案大概<span style="color: black;">亦</span>是最本质的，那便是从消费者出发，围绕<span style="color: black;">她们</span>的<span style="color: black;">爱好</span>，<span style="color: black;">持续</span>探索<span style="color: black;">青年</span>人的想象力边界，打造品效合一的全域营销体验。</span></span></p>
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