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冷静 5 分钟
案例简介：摘要 2006 年，北欧碳酸软饮料市场 (CSD) 出现了令人担忧的下滑，但轻软饮料的分部门仍在增长，尤其是在可乐类中。作为一个女性品牌，可口可乐之光正在经历激烈的竞争，因为男性越来越多地转向更具男性色彩的竞争品牌。可口可乐需要创建一个有男子气概的品牌，以保持和增加其在轻可乐中的份额，并避免失去年轻男性行业。可口可乐零就是答案。 关键的概念是 life 生活，因为它应该是无限的享受，零妥协，没有负面影响，针对 18-29 岁的男性关心他们的健康、形象、男子气概和腰围。他们梦想着更好的生活，同时变得更富有，拥有更性感的女朋友，并成功地实现他们童年的梦想。 由于基于三个关键原则的沟通战略，快速引起关注，建立意识和鼓励使用频率, 可口可乐零增长到德国设定的目标的两倍，在丹麦超过了 38%，而德国和丹麦的单位销售额以及可口可乐的整体份额显著增长。
冷静 5 分钟
案例简介：SUMMARY In 2006 the Northern European market for carbonated soft drinks (CSD) was in worrying decline, but the sub-sector of light soft drinks was still growing, especially within the cola category. Perceived as a feminine brand, Coca-Cola light was experiencing fierce competition as men increasingly turned to competing brands with more masculine overtones. Coca-Cola needed to created a macho brand in order to maintain and grow its share of light colas and to avoid losing the young male sector. Coca-Cola zero was the answer. The key concept was Life as it should be - unlimited enjoyment with zero compromise and no negative consequences, aimed at 18-29 year-old men concerned for their health, image, masculinity and waistlines. They dream of a better life being richer, having hotter girlfriends and succeeding in fulfilling their childhood dreams. Thanks to a communications strategy based on three key principles, to quickly generate attention, build awareness and encourage frequency of use, Coca-Cola zero grew to double the target set for it in Germany and exceeded the target by 38% in Denmark, while unit sales in Germany and Denmark, and Coca-Cola share overall, grew significantly.
Be Cool For 5 Minutes
案例简介：摘要 2006 年，北欧碳酸软饮料市场 (CSD) 出现了令人担忧的下滑，但轻软饮料的分部门仍在增长，尤其是在可乐类中。作为一个女性品牌，可口可乐之光正在经历激烈的竞争，因为男性越来越多地转向更具男性色彩的竞争品牌。可口可乐需要创建一个有男子气概的品牌，以保持和增加其在轻可乐中的份额，并避免失去年轻男性行业。可口可乐零就是答案。 关键的概念是 life 生活，因为它应该是无限的享受，零妥协，没有负面影响，针对 18-29 岁的男性关心他们的健康、形象、男子气概和腰围。他们梦想着更好的生活，同时变得更富有，拥有更性感的女朋友，并成功地实现他们童年的梦想。 由于基于三个关键原则的沟通战略，快速引起关注，建立意识和鼓励使用频率, 可口可乐零增长到德国设定的目标的两倍，在丹麦超过了 38%，而德国和丹麦的单位销售额以及可口可乐的整体份额显著增长。
Be Cool For 5 Minutes
案例简介：SUMMARY In 2006 the Northern European market for carbonated soft drinks (CSD) was in worrying decline, but the sub-sector of light soft drinks was still growing, especially within the cola category. Perceived as a feminine brand, Coca-Cola light was experiencing fierce competition as men increasingly turned to competing brands with more masculine overtones. Coca-Cola needed to created a macho brand in order to maintain and grow its share of light colas and to avoid losing the young male sector. Coca-Cola zero was the answer. The key concept was Life as it should be - unlimited enjoyment with zero compromise and no negative consequences, aimed at 18-29 year-old men concerned for their health, image, masculinity and waistlines. They dream of a better life being richer, having hotter girlfriends and succeeding in fulfilling their childhood dreams. Thanks to a communications strategy based on three key principles, to quickly generate attention, build awareness and encourage frequency of use, Coca-Cola zero grew to double the target set for it in Germany and exceeded the target by 38% in Denmark, while unit sales in Germany and Denmark, and Coca-Cola share overall, grew significantly.
冷静 5 分钟
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Be Cool For 5 Minutes
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基本信息
- 广告战役： #可口可乐-户外-3484#
- 广告品牌： 可口可乐
- 发布日期： 2006-10-10
- 行业领域： 烟酒/送礼 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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