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可口可乐外包装在美国继续推出歌词瓶
作者:admin 日期:2016-04-07
可口可乐公司在美国市场也要推出印有歌词的瓶子了。4 月起，这些歌词瓶将陆续在美国市场投放，营销主题依然沿用前几年的“Share A Coke”（分享可乐）。脱胎于同一个创意雏形的歌词瓶则是于 2014 年在中国市场首次推出的。从市场反响和对销量的刺激来看，歌词瓶似乎没有名称瓶成功。这并不令人意外：第一次玩花样肯定更令人感到新奇。而第二次使用类似的营销技巧可能会带来审美疲劳。另外，歌词没有昵称瓶的标签属性强。人与人之间音乐的喜好千差万别，你被一句歌词击中的可能性比称呼或者定位（如“闺蜜”、“宅男”）小得多。所以这次歌词瓶在美国的效果可能也未必会像名称瓶那样亮眼。 70 多句不同的歌词将出现在瓶身上，从 60 年代的经典老歌到最近的流行歌曲。可口可乐公司选择了日常生活里常见的场景，针对不同人类情感的歌词：友情爱情亲情的描绘，甚至包括爱国和励志的元素等……当然可口可乐不会忘记自己的歌词："I'd Like To Buy The World A Coke”（来自它的广告歌）。为了让共鸣最大化，据说可口可乐在渠道投放上也另辟蹊径：他们会在不同的州主要投放所在地受欢迎的音乐类型的歌词。
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