看饮料常青树雪碧怎么样玩转营销，拿下青年群体
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前段时间雪碧<span style="color: black;">机构</span>正式宣布，永久放弃沿用60年的绿色瓶身，改为可循环回收材料的白色瓶，来契合当下环保的主流基调。<span style="color: black;">信息</span>一出，不少网友<span style="color: black;">暗示</span>：雪碧变雪白，青春要结束了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧<span style="color: black;">怎样</span>在中国市场<span style="color: black;">持有</span><span style="color: black;">这般</span>的影响力？</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/5040a425cc2b4d2fa116abe32754ff74~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=aLkdvoNBkcO0GJkZvwCkVhxKcng%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在中国市场，除了去年以外，雪碧的销量<span style="color: black;">始终</span>都超过可口可乐，品牌价值居<span style="color: black;">全世界</span>汽水榜第三名。<span style="color: black;">做为</span>快消品的营销风向标，品牌塑造、扫码营销、数据嗅觉是雪碧的三个致胜法宝。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/28756b947f96440082ed9796269c6d55~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=UZWN%2F10WY2zdCLLStCnElsMe9M8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">很久</span>布局一物一码，雪碧营销活动解析</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">扫码营销在饮料行业屡见不鲜，但就算最<span style="color: black;">平常</span>的再来一瓶活动，雪碧<span style="color: black;">亦</span>要玩得有气势。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2019年，雪碧推出无糖系列“揭盖扫码，再赢一瓶“的促销活动，在6月到10月的饮料旺季<span style="color: black;">时期</span>，购买带有扫码标识的雪碧<span style="color: black;">制品</span>，打开瓶盖，<span style="color: black;">微X</span>扫盖内二维码，<span style="color: black;">就可</span>进入小程序抽奖。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如抽得【再赢壹瓶】奖项，点击领取将<span style="color: black;">显现</span>二维码弹窗，可当即向所在商店兑换核销；<span style="color: black;">或</span><span style="color: black;">经过</span>小程序内<span style="color: black;">查询</span>就近商家，并在“个人中心”找到该卡券。到店出示兑换券二维码，由商家人员进行核销。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/17c25b599f534985a22ad0ecba4283b7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=6ODqnLpfEG9qfSOMFz%2F0An4mr6A%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧不仅改进了传统的再来一瓶，消费者兑奖、厂商核销的流程更加简捷，更重要的是中奖概率高达50%，即便是康师傅最高<span style="color: black;">亦</span>只做到20%。不到150万瓶的促销区，总计备货接近300万瓶，<span style="color: black;">这般</span>的推广力度，雪碧无糖系列的<span style="color: black;">火热</span>理所当然。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2017至2021年雪碧<span style="color: black;">连续</span>做扫码赢视频年卡活动，开盖扫码可中腾讯视频VIP年卡、爱奇艺年卡、beats耳机、阿迪背包等大奖，每年6亿份潮酷奖品，吸引并留存了海量高粘性<span style="color: black;">青年</span>用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“再来一瓶”玩法经久不衰，<span style="color: black;">另外</span>利多码还为饮品行业<span style="color: black;">供给</span><span style="color: black;">更加多</span>种实用玩法和支持一件代发的实用礼品采购中心，<span style="color: black;">例如</span>1元换购、附加礼品、分享有礼等，活动的奖品<span style="color: black;">亦</span>不限于饮品本身。类似雪碧这种抽奖活动，除了饮料本身，品牌方还可发红包、积分、周边等实物和虚拟奖品。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/70bdb7ded82f47af8e1c69e144052198~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=O1Rnqiu2XMoE4aY%2Fq9J%2F8jTr4wI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">揭盖扫码，赢荣耀5G手机，每15分钟选出幸运用户，且限定促销<span style="color: black;">时期</span>的参与时间为<span style="color: black;">每日</span>12:00-18:00，降低非正常途径操作扫码领奖的可能，来<span style="color: black;">保证</span>奖品不被<span style="color: black;">途径</span>截流，顺利发放到真实中奖用户。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/832ae03bf9914e81b6a028c8e819ab1a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=Gn8bRDTUaDPiL9VPsbOYXuHWRjQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实，</span><strong style="color: blue;"><span style="color: black;">这种限定抽奖时间只是利多码智能规则中的一种</span></strong><span style="color: black;">。时间、地理位置、坐标半径、抽奖用户识别等规则可自由组合，并<span style="color: black;">按照</span>品牌方需求开启“智能<span style="color: black;">起步</span>”；在中奖<span style="color: black;">要求</span>上，<span style="color: black;">能够</span><span style="color: black;">精细</span>到在哪个门店扫码出，几点才<span style="color: black;">能够</span>出，<span style="color: black;">乃至</span>为中奖人设置<span style="color: black;">要求</span>，<span style="color: black;">例如</span><span style="color: black;">必要</span>是注册会员，<span style="color: black;">或</span>是扫码达到<span style="color: black;">必定</span>次数。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流量为王的时代，雪碧<span style="color: black;">经过</span><span style="color: black;">长时间</span>的扫码活动，培养起庞大体量<span style="color: black;">青年</span>用户的会员体系，这些私域流量是潜在价值无限的财富。2022，麦当劳+雪碧+墨迹天气的35度计划联名活动，<span style="color: black;">便是</span>雪碧私域流量价值的<span style="color: black;">表现</span>，</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4cf1fe910e5a456480b8c06cfb64d9ba~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=r8Pvi2NyTtj5vmYB49w%2B6uz1u2k%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">品牌联动赋能<span style="color: black;">制品</span>本身</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">依托私域会员群体，雪碧在品牌价值塑造方面创新<span style="color: black;">持续</span>，尤其是<span style="color: black;">善于</span>奇葩创意IP联名，大胆的品牌联动层出不穷，流量与品牌价值<span style="color: black;">提高</span>一举两得。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧味的白酒还是白酒味的雪碧？</span><strong style="color: blue;"><span style="color: black;">江小白×雪碧</span></strong><span style="color: black;">，将蓝绿基调混合，从包装到<span style="color: black;">制品</span>和周边<span style="color: black;">所有</span>融合，不管是白酒还是饮料，会整活<span style="color: black;">才可</span>吸引到<span style="color: black;">青年</span>人。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/50fa6a593f4244a7b8cb13dd9816455f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=rXw3L5is8QPai%2B47tCiGt%2FKJGa8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一份主食搭配饮料的套餐，是外卖标配。吃份泡面喝瓶雪碧，上班族简单的周末向往。</span><strong style="color: blue;"><span style="color: black;">黄小厨×雪碧</span></strong><span style="color: black;">敏锐<span style="color: black;">捉捕</span>都市需求，发挥创新精神，推出雪碧泡面的<span style="color: black;">阴暗</span>料理。神奇的味道俘获不少<span style="color: black;">爱好</span>猎奇的美食<span style="color: black;">兴趣</span>者。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/38e88a09042e463198b935f2f17d4b13~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=iuErZGgzexqHpIcNBvl%2FQIXAE30%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不止是吃吃喝喝，雪碧<span style="color: black;">亦</span><span style="color: black;">能够</span>化身潮牌穿搭。拖鞋、运动鞋、T恤、短裤、背包一应俱全，</span><strong style="color: blue;"><span style="color: black;">雪碧与安踏、匡威、KITH</span></strong><span style="color: black;">等知名服饰品牌都有许多联动，设计风格兼容时尚与喜感，上街秒变最靓的崽。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ba7c4353e29a443491c734f87da1fc19~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=8lNO%2BIdoRE8jiWTTbE%2BRviZfRoU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">LUX×雪碧</span></strong><span style="color: black;">联合推出的沐浴露，洗后有雪碧的清香。</span><strong style="color: blue;"><span style="color: black;">荣耀×雪碧</span></strong><span style="color: black;">联名限量款手机，碧水蓝天的主题与雪碧清爽畅快的理念互相吻合。嘻哈、朋克、街头文化样样不落，雪碧扬帆之路在于紧跟<span style="color: black;">青年</span>人潮流。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2e1d4bcf0b2349fda9e14101a2feaa3c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=nGlaAllTsGAvEbnt%2FjtRLoYneBA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f530aa1359334ac285e6ee2e7746a4a0~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=AjfE%2BGWPtbi9KjZJAIMdeE3fhsY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">引领潮流不是靠运气，敏锐嗅觉源自数据分析</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“雪碧，透心凉，心飞扬“，这句<span style="color: black;">宣传</span>文案8090后耳熟能详。而雪碧最新的<span style="color: black;">宣传</span>语“燥不可挡，酷爽以对”，从身体感官的酷爽，到燥热的心绪降温，切中00后<span style="color: black;">青年</span>群体面对<span style="color: black;">繁杂</span>压力环境，<span style="color: black;">必须</span>降燥静心的痛点。为<span style="color: black;">青年</span>人降“燥“，这份</span><strong style="color: blue;"><span style="color: black;">洞察不是灵光乍现，而是<span style="color: black;">长时间</span>的数据累积与用户运营相辅相成</span></strong><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧注重用户体验，即使在客单价不高的<span style="color: black;">制品</span>上，<span style="color: black;">亦</span>愿意加大营销预算在<span style="color: black;">制品</span>上布局一物一码，搭建起以用户为中心的数智化营销体系，<span style="color: black;">亦</span><span style="color: black;">由于</span>真正<span style="color: black;">认识</span><span style="color: black;">目的</span>用户，本土化<span style="color: black;">才可</span>做得这么成功。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">生产、物流、人工等各项成本叠加，像“再来一瓶”<span style="color: black;">这般</span>的活动看起来是不<span style="color: black;">挣钱</span>的，但<span style="color: black;">倘若</span>真的想把脉市场，站于潮头，那<span style="color: black;">必定</span>要秉持更<span style="color: black;">长时间</span>的营销价值观。与用户交个<span style="color: black;">伴侣</span>，<span style="color: black;">经过</span><span style="color: black;">连续</span>的扫码活动获取终端交易一手数据，<span style="color: black;">累积</span>用户群体画像，研判消费趋势，是雪碧<span style="color: black;">连续</span>做数智营销的<span style="color: black;">基本</span>所在。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如今的饮料市场竞争激烈，<span style="color: black;">必要</span>敏锐<span style="color: black;">捉捕</span>消费趋势，在无糖、0卡、电解质等新诞生的细分品类<span style="color: black;">持续</span>角逐。推出的新品系列消费者反馈<span style="color: black;">怎样</span>，南北方爱喝的口味<span style="color: black;">是不是</span><span style="color: black;">同样</span>？</span><strong style="color: blue;"><span style="color: black;">利多码让每件<span style="color: black;">制品</span>都<span style="color: black;">作为</span>品牌与用户链接、互动的载体。</span></strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f1a93ee4d1354290af30482b769c8c3b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723517270&x-signature=t1Wg%2F5lAflCmq2JQN3Y6qvzPKxs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">总结</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知己知彼，百战不殆。<span style="color: black;">青年</span>人爱哪一口，该怎么去设计新的<span style="color: black;">制品</span>，上市后<span style="color: black;">怎样</span>推广，这些<span style="color: black;">平常</span>问题，在大数据时代<span style="color: black;">再也不</span>是<span style="color: black;">困难</span>。一物一码为入口，不仅<span style="color: black;">能够</span>用数据归纳消费群体特征，分析<span style="color: black;">详细</span><span style="color: black;">爱好</span>；还可<span style="color: black;">经过</span>消费者的扫码<span style="color: black;">状况</span>实时洞察活动效果，<span style="color: black;">即时</span><span style="color: black;">调节</span>营销策略，<span style="color: black;">精细</span>营销来<span style="color: black;">提高</span>品牌印象攻占市场。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科技<span style="color: black;">处理</span>营销<span style="color: black;">困难</span>。利多码服务王老吉、蒙牛、嘉士利、海天、真心、清汀等多家饮料食品企业的过程中，形成互动营销、私域运营、<span style="color: black;">途径</span>数字化管理、数据分析、项目陪跑及深度运营的一站式闭环服务。</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">饮料界的常青树，雪碧营销拿下<span style="color: black;">青年</span>人</a></p>
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