品牌策劃資料百事可樂文案的主題創(chuàng)意

1、品牌策劃資料百事可樂文案的主題創(chuàng)意theme creation of #1 pepsi copyprefaceto identify the famous international brand pepsi copy the theme (starting point), so as to further penetrate the market, designed a market survey, and the survey results were analyzed.around the subject, three documents were created respectively

2、:print advertisement - when does inspiration come in? (serial ads)&nb broadcast advertising - hat's it."tv advertisement - "the head of the miracle"pepsi cola market surveypepsi cola, the world，s most famous carbonated drinks brand, is waiting to hear your voice1) please fill

3、in personal data:sex: c male c femaleage: c is less than 16 years old c16 " 30 c31 、 50occupation: c preschool c students, c white-collar c generalstaff, c housewivesc high level freelancers2) do you drink pepsi cola? if you answer no，you don，t have to answer fourth questionsc is c no?3) why do

4、n，t you drink pepsi cola? (please fill it out truthfully so that we can improve it and make pepsi cola more popular)c taste bad, c worry fat, c do not like to drink carbonated drinks, c gas too enough, stomach can not standc open the bottle, worry about sprinkling clothes or spray to the face c othe

5、r4) reasons to like pepsi cola (please choose the 3 most suitable items):c brand high visibility, c feel that air jet also reflects a young fashion sense, c packaging fashionc good taste, c reasonable price, c friends, relatives and friends recommend c quality is goodc has the capacity package accor

6、ding to all kinds of drinking occasions it is convenient to carry, drink and store5) in what circumstances are you most likely to drink pepsi cola?when c plays at c, when c watches the game, when c is thirsty, when c thinks, c is boredc physically and mentally exhausted6) where do you buy pepsi cola

7、 most?c large department store, c shopping cent er, c middle size store, c supermarket chain, c convenience storec mobile drinks booth, c small department store, c wants to buy it and doesn，t care where to buy it7) who is the pepsi cola that you drink most?c own c parents, c spouses, c friends, c re

8、latives, c others8) if you were asked to choose the spokesperson for pepsi cola, who would you prefer?ronaldo c jay chou cf4 c ayumi hamasaki c civiliansc virtual characters (such as lara in tomb raider)thank you for your support of pepsi cola!fill in the timeday month yearanalysis of pepsi cola mar

9、ket survey resultsthe survey took two forms: direct access and online survey a total of 18 questionnaires were sent out and 18 valid questionnaires were returned among the respondents, less than 16, 1630, 3150 years old, each 6 people, three age groups, male to female ratio was 1:1. the survey resul

10、ts were analyzed.consumer groupsthere are three main consumer groups: students, white collars and high level freelancers (advertisers, freelance writers, etc.) the consumption groups are most concentrated in the two age groups, less than 16 years old and 16、30 years old these occupations and age gro

11、ups are young, passionate, and most sensitive to fashion.purchase factorin a survey of the reasons for "pepsi cola， we can see the purchasing factors among the many factors listed, "high brand awareness", feel the air jet also reflects a young fashion sense", '"packaging

12、 fashion" ranked first in the third place the brand is the key factor in the carbonated drinks market, especially for pepsi cola, which has its strong brand rival, coca-coladrinking occasionsthe columns appear ranked from high to 1 ow: watching, thinking, gathering, boring play, thirsty, tired

13、it can be seen that the occasions of drinking this drink are related to youth, passion and fashion.shopping sitein the list of shopping venues, "want to drink, buy, do not care where to buy" far more than other options, topped the list this is also in line with the drinks consumer groups,

14、free, free and easy personalityprovider / purchaserstatistics show that about 90% of the respondents are by their own "buy / carry" quot; pepsi cola this is also in line with the independent personality of the beverage consumer group, which confirms the young people，s "like, to fight

15、for themselves" conceptspokesperson developmentin the "if you choose pepsi cola spokesperson, who would you prefer?'7 in one survey, respondents were inclined to ''virtual characters" (such as lara in tomb raider) this has nothing to do with the popular video games and fla

16、sh that are popular among young peoplecombined with the above analysis, we can further determine the promotion positioning of pepsi cola"pepsi cola" to increase market penetration is the key to further brand the target consumer is a young group who is eager for passion, pursuing fashion, i

17、ndividuality and daring to challenge himself"pepsi cola，z copy printing advertisementtitle: inspiration, when to patronize? (serial ads)first day：picture: the blank area of the page, only the pepsi bottle out of herecopy text: what will you see next? (text color should be eye-catching, placed i

18、n the center of the blank)the second day：image: in addition to the first day，s picture, there is an extra large question mark in the center of the blank (question mark needs to make a striking visual effect)copy text: you in meditationinspiration, when to patronize?(placed on the first day of the te

19、xt)on the third day：image: the same arrangement as the first day. full page white from black instead of pepsi cola bottle in a dark and faint floodlight.text: thoughts, into a dead end.bound, waiting for an unprecedented outbreak.the forth day：picture: coke blank from the mouth of the bottle is full

20、 of liquid spewing out of the placecopy text: inspiration shirupozhu passion pepsislogan: pepsi passion, longing for infinityps: because of drinking too much cola, "inspiration" burst out, and then make another:midnight flightimage: in the night, a man with tough side lines carries a moder

21、n girl on a motorcycle girls close their eyes, enjoy the joy of long hair flying in the wind at midnight the above picture is dynamic and fuzzy, and the pepsi cola held by the girl is in a clear state the coke is emitted from the bottle mouth and is radia1. put pepsi logo on the corner of advertisem

22、entthe lure of midnight flight, just like pepsi，s passion for you.slogan: pepsi passion, longing for infinity "pepsi cola，z copy of the broadcast advertisingadvertising title: this is the soundthe 1. sound feature: shake the bottle coke, and hear the bottle sticking to the ear2. host: "wha

23、t's this noise?" (full of doubt)a: uh huhtidal sound yes ! tide by the sea! ! ! "the malevoice of the sun. very excited tonevoice over: i dream of going to the sea with my lover”z，(this is the answer to the mind, to make a dream effect the same below)b: it was the rustling sound of the

24、 wind blowing the woods z，(careful) female voice a mood full of longingvoice over: "i dream, dialogue with nature "c: it's the sound of the desert i heard the sand flying(rough male voice) voices of thirst for challengevoiceover:have a dream, go to the desert is cut quot?;martin: when

25、i was hungry, my stomach was called"men and women have no voice sorry to say that just finished, people burst out a piece of good humor laughthe 3. host: "let's start our dream.，z!"fourvoice feature: shake the cola violently, then open the bottle cap, the sound of air flow.5. host

26、: "that's the sound! the heart of pepsi cola”6. broadcast advertising language: "'infinite desire, passion pepsi. 7. pepsi cola ad classic clips: ask for more""pepsi cola，z copy of tv advertising:pepsi colaadvertising headlines: the "heading" of miraclesadvertis

27、ing time: 36originality note: when the world cup is in full swing, the young hearts of the world are beating. making advertisements with current affairs.style: passion, humorshooting script: (cartoon making or using flash form)1) vision: mini soccer stadium blue, red, two teams in the fierce event,

28、the audience boiling the color of the picture is pepsi blue 3 "(in the lower right corner of the tv screen, you can also put a ball logo that keeps moving, which integratesthe pepsi logo into it)2) the camera is drawing closer, and the characters are pepsi cola in all kinds of packaging. 43) close range: banners on the field - the first pepsi cola cup family football match 34) panorama: red team and blue team rush, 55) shake the scene: the crowd of，zcola fans" in the audience can simulate the dressing and behavior of the fanatical，zhuman fans&