英文版雪碧提案.pptVIP

RACLE Take it Easy ? The concept was more accepted in Wuhan and Changde, but overall, not an outstanding concept ? Two levels of perceived messages: – 1) drinking Sprite can refresh you and relieve you from tiredness, strains and tensions etc. so that you can relax, start over again – 2) Sprite encourages people to take things easy, dont get worried, fearful or hung up by failures or mishaps in life ? Sprite refreshes = relieves = can relax and start over again – its quite agreeable because: ? Sprite is refreshing, tasty and a little stimulating (carbonation), after drinking it, one feels comfortable and relieved ? but some think this can be done by any cold drinks RACLE Take it Easy – More relevant than cola drinks for “relaxation” because it is more soothing, calming due to its natural and simple image ? 比較隨意 , 平常 ? 無色的就簡約 , 自然一點 ? 其它的 (beverages on the shelf) 亂七八糟 , 但你突然看到雪碧 , 好像 耳目一新的感覺 , 讓你心靜下來 ? 可樂是熱鬧的 , 雪碧是舒緩平淡的 ? 好像回歸了大自然 – some can relate to real life experience ? “in a hot summer day, youve been working outside and its so tired weary; you drink a cold and tasty Sprite and suddenly feel relieved, the whole body mind can calm down.” ? “when I was studying and felt so tired, had a sip of Sprite and told myself: dont worry, the exam will soon pass and its a bright day again!” ? “Sprite can do it because it is like a sport drink to me” RACLE Take it Easy ? Sprite encourages young people = dont worry, can get over challenges – many do not like this message ? cannot be linked with Sprite, or any CSD ? remind people of stress and failures that doesnt fit typical CSD consumption moments ? its more relevant for functional/ tonic drinks (like 腦輕鬆 ), sport drinks like Gatorade, or alcoholic drinks (like beer, wine) and tea ? sound like Sprite has stimulant in it ? “maybe its too western, we can never think of drinking a Sprite when we find challenges and pressure around us” (WH 23 - 27 M) – some dislike the emphasis on pressure and challe