The Spring Festival is approaching, so in the face of this national festival, how can brands impress consumers, catch the traffic password and marketing password that impress consumers, and be able to do it without being vulgar?
Coca-Cola, before the event press conference, through his brand spokesperson Yang Yang, launched a December 18 lock in the live broadcast room of Coca-Cola's official Weibo on the ** account, first the live broadcast on the ** to attract customers, and then hold an offline press conference.
The theme of the event launched by Coca-Cola - Let's "Year" together, focus on the consumption scene of the Spring Festival, gather time and enjoy joy, which is consistent with the brand tone of Coca-Cola. This is the general theme of his entire Chinese New Year series of activities. The whole conference can be divided into three parts.
The first step is the appearance of the Dragon Can, which is Coca-Cola's New Year limited can, referred to as the Dragon Can. The design cooperates with the young paper-cutting artist Chen Fenwan, and its design creativity is the kite art of the dragon kite, which cleverly connects the elements with the classic shape of the Coca-Cola bottle with the meaning of reunion and consummation, and carves out a vivid auspicious dragon through the hollow, three-dimensional and other paper-cutting processes, which fills the atmosphere of the festival.
At the same time, his brand spokesperson Yang Yang witnessed the release of the Year of the Dragon Limited Jar with brand representatives and Chen Fanwan, and shared his New Year's message with the guests.
The second step is the release of "Dragon Dance Feast", which is a reunion moment that connects 30 real families and shoots a **. hired the famous director Zhang Dapeng, invited 30 real families, and experienced 72 hours of intimate time together because of Coca-Cola, and made a documentary. This will also be used as a New Year's blockbuster for Coca-Cola, which will be officially released in January of the Spring Festival.
The third song, through the theme activity of [Dragon Connects You and Me], interacts with netizens across the network and releases New Year's wishes. By scanning the *** of the bottle body and uploading your own**, and then making an AI wish, you will form a New Year expectation co-created with consumption - the New Year auspicious dragon, and then form a New Year's wish. Through the event, it is connected to the online and offline interaction of the whole people.
Of course, Coca-Cola's product matrix is not only a festival-themed series, but also a new series of new products that have been launched since last year, constantly innovating tastes and imagining, so that users can get real satisfaction, full expectations, and stimulate young customers to love and explore the world and the future.
First of all, the first product launched in February last year, the space-inspired "Galaxy Walk", the packaging freezes the picture in the splendid scene of the galaxy, attracting young people to explore the mysterious concept of the metaverse.
With the theme of the metaverse, the second metaverse cola "Zero Sugar Bytes" incorporates pixel block elements, directly extending the creativity across the digital and physical worlds, giving people a different dimensional experience of video games.
Coca-Cola's creativity in packaging design always revolves around the concept of youth, not letting the design be superficial, but making innovations on the basis of retaining the brand's characteristics, so that creativity fits the product and the packaging speaks for the concept. At the same time, they also choose the most suitable design according to local conditions, so that the packaging gradually enters the hearts of the people.
On the occasion of the Chinese New Year, many brands have also launched themed activities such as Coca-Cola. Master Kong's New Year's theme is to drink boiled water at the beginning of the year and have good luck. Through this, he launched a limited bottle type, 12 different bottle types represent the theme of good luck, including happiness luck, career luck, off the single luck, peach blossom luck, liter, etc., through activities such as scanning the code to send gifts, to see how to detonate the New Year marketing activities.