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可口可樂外包裝在美國繼續(xù)推出歌詞瓶
作者:admin 日期:2016-04-07
可口可樂公司在美國市場也要推出印有歌詞的瓶子了。4 月起，這些歌詞瓶將陸續(xù)在美國市場投放，營銷主題依然沿用前幾年的“Share A Coke”（分享可樂）。脫胎于同一個(gè)創(chuàng)意雛形的歌詞瓶則是于 2014 年在中國市場首次推出的。從市場反響和對銷量的刺激來看，歌詞瓶似乎沒有名稱瓶成功。這并不令人意外：第一次玩花樣肯定更令人感到新奇。而第二次使用類似的營銷技巧可能會帶來審美疲勞。另外，歌詞沒有昵稱瓶的標(biāo)簽屬性強(qiáng)。人與人之間音樂的喜好千差萬別，你被一句歌詞擊中的可能性比稱呼或者定位（如“閨蜜”、“宅男”）小得多。所以這次歌詞瓶在美國的效果可能也未必會像名稱瓶那樣亮眼。 70 多句不同的歌詞將出現(xiàn)在瓶身上，從 60 年代的經(jīng)典老歌到最近的流行歌曲。可口可樂公司選擇了日常生活里常見的場景，針對不同人類情感的歌詞：友情愛情親情的描繪，甚至包括愛國和勵(lì)志的元素等……當(dāng)然可口可樂不會忘記自己的歌詞："I'd Like To Buy The World A Coke”（來自它的廣告歌）。為了讓共鳴最大化，據(jù)說可口可樂在渠道投放上也另辟蹊徑：他們會在不同的州主要投放所在地受歡迎的音樂類型的歌詞。
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