Sprite is a product of Coca-Cola Company listed in 196 1 At present, it is the largest lemon-flavored soft drink brand in the world. Sprite is currently sold in more than 190 countries around the world and is currently the third largest soft drink brand in the world.

Coca-cola's past lives.

Coca-Cola is one of the well-known international brands in China, and its series of products are very popular in China market. Coca-Cola provides more than 65,438+05 brands and more than 50 kinds of drinks to consumers in China, and the daily consumption of its series products in China reaches 6,543.8+0.5 billion cups. From 1979' s return to China market to the end of 20 14, the cumulative investment of Coca-Cola exceeded 9 billion US dollars. At present, there are 43 factories in China with about 45,000 system employees, 99% of whom are local employees. Coca-Cola and its bottling plant have long spared no effort to support education and public welfare undertakings, promote environmental protection and help the development of local communities in China, with a total donation of more than 270 million yuan. Coca-Cola is also the only enterprise that fully sponsors the Special Olympics, Olympic Games, Paralympic Games, World Expo, Universiade and Youth Olympic Games held in China. 1886 Dr. John JohnPemberton from john pemberton, Georgia, USA mixed carbonated water with soda water to make a dark syrup, which has the functions of refreshing, calming and relieving headache. The drink is Coca-Cola. At first, Coca-Cola was sold in pharmacies. The first bottle of Coca-Cola costs 5 cents, with an average of 9 bottles sold every day. Frank Robinson, an accountant in john pemberton, got the inspiration of naming from two ingredients of syrup. These two ingredients are coca leaves and cola nuts. Robinson changed Kola's K to C for unification, and then added a horizontal picture between the two words, and wrote the Spencer-style famous brand logo. Asa Candler Asa Candler tasted Coca-Cola and found it delicious. He immediately bought his own company from john pemberton. Asa Candler is a visionary and a genius who knows the market. Asa Candler invented coupons to attract more people to try Coca-Cola. He believes that as long as you drink Coca-Cola, you will like it. Facts have proved that his judgment is correct. By 1900, Coca-Cola is sold in every state in the United States. 1888, Asa Candler saw the market prospect of Coca-Cola, bought its shares and mastered all its production and sales rights. Candler began to sell the stock solution for making drinks to other pharmacies, and also began to advertise on billboards in railway stations and town squares. 190 1 year, and the advertising budget has reached 100000 USD. It's two American lawyers, Ben Ming Jie Thomas and Benjamin. Thomas and Joseph B, who really made Coca-Cola flourish. They went to the office of Asa Candler, the boss of the Coca-Cola Company at that time, and put forward an innovative way of business cooperation, that is, the Coca-Cola Company sold them syrup, and their own investment companies and sales outlets mixed the syrup with water, bottled it, sold it, and produced it according to the requirements of the Coca-Cola Company under the condition of quality assurance. 1899, they obtained the first assembly franchise at the price of 1 USD. The Coca-Cola Company allows them to use Coca-Cola's trademark for advertising. This special bottling system has blossomed everywhere since then. _

Brand history

The word "Sprite" is transliterated from the English sprite, which originally meant monsters and elves. The role of elf boy appeared frequently in 19 Coca-Cola posters in the 1940s and 1950s. The elf boy has an urchin-like smile on his face, and there are always stars shining around him, symbolizing his lively personality and bubbles in coke. This SpriteBoy has nothing to do with the familiar Sprite. Sprite came out at 196 1. As a drink, it is also painstaking to translate it into "Sprite". Snow, chilly, conforms to the cool taste of soda; Blue, clear and green are in line with the color of bottle packaging, which not only conforms to the cognition of China consumers, but also consolidates the brand image. In summer, the name of such a drink makes you want to drink. There are more such words than "a golden word"?

Sprite, the parent company of Coca-Cola, not only has strong financial strength, but also has more than 100 years of market experience in the world, and has many absolutely leading brands in the world beverage market. Moreover, "Sprite" beverage was launched in the American market on 196 1, and quickly grew into one of the best-selling brands in the world soda market. Today, the operating income of "Sprite" has accounted for a large proportion of the total income of Coca-Cola Company.

Coca-Cola regards "Sprite" as the main strategic brand introduced into China market, and transliterates it as "Sprite" by blending it with China traditional culture. In Chinese, it means purity and coolness, which reminds people of a piece of flying snow and a pool of clear water on a hot summer day. Suddenly, there is a coolness and an "irresistible temptation". "Sprite" has always pursued a world-class celebrity endorsement strategy. May and Fu Mingxia, the world diving queen, have successively interpreted the brand connotations of youth and fashion. The slogan of "Cool Heart, Fly Heart" has become a "ballad" of the younger generation, and its brand awareness is almost known to women and children. Sprite has become the leading brand in the lemon-flavored soda market in China.

major constituent

Sprite mainly includes: water, grape pulp, sugar, food additives (carbon dioxide, citric acid, sodium citrate, sodium benzoate) and edible essence.

nutritional ingredient

Every 100g

NRV*(%)

vitality

19 1KJ

2%

protein

0 g

0%

fat

0 g

0%

carbohydrate

1 1g

4%

natrium

19 mg

1%

Sprite endorsement

1999, May speaks for Sprite.

200 1, Fu Mingxia speaks for Sprite.

In 2002, Alejandro Delfino and Elva Hsiao endorsed Sprite.

At the end of 2003, Tao Chuangyan Sprite.

In 2005, Tao spoke for Sprite from a friend.

In 2006, JJ Lin, se7en and He Jie endorsed Sprite.

In 2006 -2007, Sprite was successfully named "Sprite My Show" by Oriental TV, which was a great success.

In 2007, Joker Xue endorsed Sprite.

In 2008, JJ Lin and He Jie endorsed Sprite again, and Jay Chou joined in.

In 2008, Sprite successfully won the title of Jiangsu Satellite TV "Sprite Flying New Sound-Absolute Singing &; Great teacher, great apprentice. "

In 2009, Sprite once again joined hands with Jiangsu Satellite TV to create the 2009 Sprite Flying New Voice-Absolute Singing &; Great teacher, great apprentice. "

20 10 Jay Chou, once again endorsed Sprite, and Jane Zhang joined the spokesperson.

20 1 1 Basketball star Kobe Bryant and singers Jay Chou and JJ Lin speak for Sprite.

20 13, JJ Lin speaks for Sprite.

20 15, JJ Lin and Jay Chou spoke.

20 16 Jay Chou's speech.

2065438+In April 2008, Dilraba became the spokesperson of Sprite brand.

In 2020, Hua Chenyu became the spokesperson of Sprite brand.

In 2020, Mao Buchang, Liu Baixin and New Pants were spokespersons for Sprite Cool.

Sprite China spokespersons:, He Jie, SE7EN, BOSS,, Wu,, Jay Chou,, He Jie, Jun Jun, Ma Haisheng, Twins, Dilraba and Hua Chenyu.

Edible method

Best drinking method

Cool: Sprite and lemon-a kind of enjoyment beyond taste.

A natural couple: Sprite and mint leaves-fresh lemon flavor and fresh mint flavor, refreshing and refreshing.

Cool ice stimulates summer: Sprite with ice cubes-the best way to relieve summer heat in summer

Other drinking methods

"Orange" means starry sky.

This touch of refreshing lemon yellow in summer may become your new love. The sweetness of Minute Maid orange juice and the lively taste of Sprite are both familiar and surprising. Imagine that on a summer night, all the stars fall beside you and twinkle gently.

Composition:

1. Half a glass of Minute Maid orange juice

2. Half a can of Sprite

3. Proper amount of soda water

4. Half a cup of ice

5. 1 lemon slices

Anecdote of Sprite

Chinglish:

Elf = 20 thsolartembule

Xiaoxue = 20thsolarterm 20th solar term (the 20th solar term in China 24 solar terms is indeed Xiaoxue).

Bi = blue

In Ding Xiao's Zhu Xian, there are two women named Lu Xueqi and Baguio, who are nicknamed "Sprite" by netizens.

latest activity

Win LOL skin

20 16 on may 28th, tencent games league of legends (LOL) and sprite brand officially announced that they had reached a 20 16 deep strategic cooperation in Shanghai Hongqiao Tiandi performing arts center. Sprite will not only become the chief sponsor of League of Legends League system, but also cooperate with Qi Xin in brand joint marketing and promotion to jointly expand and deepen League of Legends League system in China. The League of Legends and Sprite joined hands to set a new high in the scale and depth of cooperation between the e-sports industry and the traditional FMCG industry.

On August 5, 20 16, 16, Sprite 5th Anniversary League of Legends-Source Project * * version bottle body will be officially put on sale. This time, three versions of bottles will be released, which were voted by the players in Heroes Together, namely Yasuo, Robber and Lucian.

Win Youku membership and smart TV.

From March, 2065438 17 to May, 2065438 15, Sprite brand held surprise activities in conjunction with Youku and Micro Whale Company. During the activity, you will have the opportunity to win all kinds of Youku gold membership cards by purchasing products with specified brands and specifications, scanning the QR code of products or participating in the lucky draw in other ways.

During the same period, if you participate in the lucky draw every day 18:00-23:00, you still have a chance to win a 40-inch W40D smart TV set for Micro Whale.

Jointly launch Sprite Hero Bottle

On June 3rd, 20 17, Sprite and the glory of the king jointly held a press conference to officially announce their cooperation. Sprite has put 654.38 billion bottles-Sprite Hero Bottle into the market with the heroic image of the glory of the king.

Launch new year packaging

20 18 On the eve of the Lunar New Year, Sprite launched the New Year package. Slogans such as "All the best", "Happy New Year", "Update 666 a year" and "Five Blessingg 233" appeared on the bottle. Consumers can summon the New Year dance by scanning the words "cool and refreshing year" on the bottle with Alipay.

Uncover the prize-winning promotion activities

On March 20 18, Sprite launched a prize-winning promotion. Consumers buy gold-plated products promoted by Sprite, and the mobile phone scans the QR code of the bottle cap to draw a lottery. Prizes include vivo mobile phone and Tencent video membership card.

Sprite new fiber+

On March 20 18, the new Sprite Slimming Plus was launched, with fresh lemon flavor, cool taste, zero sugar and zero calories. A bottle of 500ml Sprite fiber +7.5g dietary fiber can provide 30% of the daily dietary fiber for adults and help maintain normal intestinal function.

Sprite "Cool Legion" Packaging

2065438+May 2008, Sprite launched the new packaging of "Cool Corps", which consists of five styles: Leader, Smart Star, Muscle Man, Cool Girl and Lucky Man.

20 19 new year activities

20 19 On the eve of the Lunar New Year, Sprite launched the New Year package. Consumers can participate in Sprite New Year activities and win gifts by scanning the advertising language on the bottle with Alipay ar. At the same time, Sprite also launched a New Year advertisement with rapper Li Jialong, inviting everyone to spend the New Year together.

Thursday's pet powder interactive activity

In March 2020, Sprite officially announced a brand-new brand spokesperson, among which Hua Chenyu was the spokesperson of Sprite, and Mao Bu, Liu Baixin and Xin Ku became the spokespersons of Sprite Cool. After that, Guan Wei released the third day of the interactive activity of pet powder on Thursday. Users only need to forward activities with the topic and reply to their favorite songs in the comment area, and they will have the opportunity to unlock the star benefits. In addition, the spokesperson version of the Sprite amplifier tank has also been listed. Scan the QR code of the tank with your mobile phone to uncover the mysterious song list of the spokesperson, and scan the QR code of the Sprite classic tank to see the exclusive egg video of the spokesperson.

Brand honor

From June 5438 to 2020 10, the list of the top 500 most valuable brands in the world was released in 2020, and Sprite ranked 384th.

Why do cans of coke now have polar bear icons? This is a public welfare activity, protecting

polar bear

Coca-Cola dressed up to promote public welfare.

As far as Coca-Cola is concerned, the polar bear is not just a stupid Arctic overlord. This lovely animal has been advertised in Coca-Cola for many times, and even became one of the important reasons for its popularity all over the world.

The image of polar bear first appeared in the print advertisement of Coca-Cola in France in 1922, and then appeared several times. Until 1993,

Coca-Cola/ Coke

Faced with the situation that advertisements are becoming less creative and stale, they found CAA, a famous think tank company in new york, and with their help, they launched a series of advertisements of "AlwaysCoca-cola", including 27 advertisements with different design styles, targeting at different target consumers, including "NorthernLights" (

dawn sunshine

What is even more impressive is that in the polar regions,

Iceland

In fact, a white polar bear walked into a group of relatives and sat down quietly, as if waiting for something. Suddenly, the sky was shocked by a bright aurora. The polar bear raised the Coca-Cola bottle in his hand, drank it in one breath, gave a satisfied sigh "mu ~ ~", and showed a rather "playful" smile. The polar bear in the advertisement is an animated image close to the real animal. Since then, it has become the most popular symbol of Coca-Cola.

In the next few months, these polar bears have new tasks, and so do the beverage giants.

World Wrestling Federation; WWF

(WWF), hoping to help it raise millions of dollars for polar bear protection projects.

Speaking of the origin of this cooperation, PioSchunker, senior vice president of integrated marketing of Coca-Cola Company, revealed that MacGillivrayFreemanFilms of the United States has been shooting polar bear documentaries in the Arctic for the past few years. The company contacted Coca-Cola to inquire about its cooperation intention. Since then, Coca-Cola and its creative agency Leo Boehner began to plan specific promotion strategies. "To this end, we also terminated the ongoing TV publicity activities in order to integrate MFF films into our TV advertisements and spread them to the public through the Internet and other channels." Schunker said, "We have been deliberately distinguishing between real polar bears and our animated polar bears to make it clear that this effort is to help WW choke protect polar bears."

MFF film industry

Warner Bros.

And IMAX * *, a world-class entertainment technology company, cooperated with this 3D film being filmed.

Go to the North Pole

(ToTheArctic3D) is scheduled to be released on 20 12. From165438+1October 14, a 30-second TV advertisement based on movie clips will be launched. At the same time, there are several 15 second advertisements and videos to introduce consumers to the different focuses of this charity event.

According to KatieBayne, president and general manager of Coca-Cola carbonated drinks, Coca-Cola's advertising campaign named "ArcticHome" has been planned for 65,438+08 months and has been integrated into all product lines of Coca-Cola. The new website opened for this purpose has placed a number of 3D short films, which are the real life scenes of polar bears shot by photographers in the wild. Other communication channels, such as

New York Times Square

Electronic billboards, mobile phones,

Tablet computer

Social media, in-store posters and traditional media all cooperated with this charity event and replaced it with Arctic-style advertisements.

However, the most intuitive carrier is product packaging. It is reported that since 65,438+065,438+0, more than 65,438+040 million coke cans that have not been counted by TurnerDuckworth, a top European design company, have been put into the Canadian and American markets, with a large number of them aimed at arousing large-scale attention and national sensation. These coca-cola bottle cans with a mother bear and two cubs printed on a white background not only spread the importance of protecting polar bear habitats to consumers, but also donated 1 USD to WWF for each can they bought, and the sales activities continued until February 20 12. In addition,

North America

Bottled coke, diet coke, zero coke,

Ghosts; Sprite

Coca-Cola brands, such as Nestle and Meiyuan, will also be displayed to people with a new look of white bottle caps.

At present, it is the gold sales time before the festival. Through investigation, Coca-Cola Company found that many parents hope to teach their children the truth of giving back to society when the festival comes. According to Bayne, the biggest difference of this activity lies in the diversity of its participation channels. For example, the company also reached an agreement with mobile operators to reduce the minimum amount of SMS donations from 10 to 1 0, so that more people can pay attention to public welfare activities to protect polar bears.

Source: advertiser market observation

What kind of artistic effect can make public welfare posters arouse the audience's * * *? The form of pasting beauty depends on various functions and is determined by functions. Therefore, to grasp the aesthetic characteristics of poster advertisements, we should examine them from various functions. Accordingly, the advertising aesthetic characteristics of posters should be as follows:

One is authenticity. The basic condition of the value of poster beauty is truth. On the basis of truthfulness and credibility, the more beautiful the poster advertisement is, the more it can reflect the aesthetic feeling. If you exaggerate or even deceive consumers, the more beautiful it is, the more ugly it is.

The second is conspicuous. Whether poster advertisements can attract consumers' attention is the key. If the poster can't attract people's attention, we should realize that the consumer's demand is first of all the use function of the commodity, and the striking artistic treatment of the poster is bound to be related to the use function, and the related function is bound to be the use value of the commodity itself.

Thirdly, in order to make the poster eye-catching, we must also pay attention to the psychological characteristics of information transmission and emphasize the scientific nature of poster advertising. For example, under normal circumstances (such as sunny days, when people walk), the amount of information that people receive poster advertisements is about 25 bits per second (bit-information unit). There are only a few words in Coca-Cola poster advertisements, and the amount of information is only 10 bit/second, which is far below the normal information acceptance. This is because designers consider that Americans usually go out by car, and passengers must receive less information than pedestrians. Coca-Cola poster designers carefully consider this problem, so that their posters can leave a strong impression on consumers. Luke, a foreign advertising psychologist, has done such an experiment. For advertisements with less than six words, the reader's memory rate is 34%, while for advertisements with more than six words, the reader's memory rate is only 13%. These issues are all for poster designers to consider. In short, the information content of poster advertisements should be concise and to the point, and enough is enough.

The fourth is artistry. In order to achieve a good aesthetic effect, poster advertisements must attach importance to various forms of artistic expression. For example, in the artistic treatment of poster language, we should strive to be accurate, vivid and refined, and pay attention to its image. Poster copywriting should adopt different genres according to different needs, which are generally divided into two categories: copywriting focusing on rational demands and copywriting focusing on emotional demands. Copywriting of rational appeal is to persuade consumers by "drawing inferences from one instance", such as introduction, news, argument, question and answer, proof and so on. Emotional writing style should be descriptive, humorous, novel, dramatic and poetic. In the picture processing of poster advertisement, according to the different needs of conveying commodity information, different expression methods are adopted, including realism, contrast, exaggeration, fable, metaphor, cartoon, system, traditional decoration and so on.

First of all, the role of posters in conveying information and encouraging publicity affirms its special form. It is different from the oil painting or printmaking on the bookshelf. It requires being clear at a glance, concise and clear, so that people can see what they want to promote at a certain distance in an instant. In order to achieve this goal, posters often adopt a series of hypothetical techniques, highlight key points, and delete minor details, details and even backgrounds, and can combine activities that take place in different times and spaces in different proportions. And often use symbolism to stimulate people's association. Therefore, its conception should overload the reality, its composition should be summarized and concentrated, its image should be concise and exaggerated, and the things to be publicized should be highlighted with strong and bright colors, showing the internal relationship between things, giving the picture a wider meaning, and making people think of a broader life and feel new meaning in a limited picture. In these respects, China's traditional aesthetics can provide designers with a lot of nutrition.

For example, the refinement of the concepts of "taking one as ten" and "using less and using more", the conciseness of the composition of "counting white is black" and "no painting is wonderful everywhere", the contrast of "sparse but impenetrable" and the exaggeration of "likeness and dissimilarity" are all precious treasures left by our ancestors, which have been fully reflected in the poster art design in China. (4) Jin Daiqiang, a famous Hong Kong graphic designer, has created a large number of cultural posters. He believes that there are three principles of beauty: conception-idea first, taking god from form; Innovation-connecting the past with the future, breaking the old and establishing the new; Flexible use-suitable for use, flexible and vivid. In fact, this emphasizes the philosophical thoughts of Laozi and Zhuangzi, and it is also the artistic conception of China's landscape painting. He advocated that the essence of China traditional culture should be integrated into the concept of western modern design. Many of his works, without exception, embody this idea. In his poster design "Freedom" series, China's ink painting technique is used, which combines the special mechanism effect of modern science and technology, and is modern without losing tradition. In the international poster art exhibition with the theme of "water", the poster graphic works of "water-life-culture" take the graphic images with strong national decoration style as the background of the whole work, and have been richly and appropriately blurred. The whole picture is artistically expressed in black and white, which forms a visual effect of harmony and conflict between form and color, and constructs a modern plane with visual impact under the specific cultural scene in China. The logo of the 2008 Olympic bid can be said to be a good example. The whole logo modeling does not directly borrow the traditional modeling, but uses China's unique freehand brushwork technique between similarity and dissimilarity, and appropriately conveys the two images of "Chinese knot" and "athlete". This symbol not only embodies the unique aesthetic charm of China culture, but also has been recognized by the world.

As mentioned earlier, posters belong to "instant art". A good poster should not only make people fall in love at first sight, but also make people fall in love at first sight, be attracted by it, look around and leave a deep impression. This requires the poster to have exquisite creativity. No art can explain everything, especially the poster, which is a special art form. Under the limited time and space conditions, it can make people unforgettable and memorable, so it is necessary to "win more with less" and "take one as ten". (3) Of course, there are still audiences who want art to tell everything, and it is as unrealistic to ask for multiple posters as it is to ask for multiple comics and allegro. "Use less and use more" and "from one side to the other" are signs of artistic skills, especially poster art, which can only reproduce reality from one side of life rather than all aspects. Any image is only a part of the whole. The important thing is whether we can summarize other parts. Posters often have close-ups of faces full of pictures, including a pair of hands, a pair of eyes, an action and an expression. As long as we select the most representative phenomenon and emphasize some of its characteristics, we can form a "concise" good work. Although the composition is simple, it needs a certain and attractive artistic conception. In the "artistic conception", the essence of objective things is dealt with centrally, which achieves the blending of scenes and can affect people's feelings, experiences and associations. A scholar in Qing Dynasty said that a painting "makes people think more than they like". If a good poster can attract people, arouse people's association, arouse people's good wishes and express artistic conception, it must have means. We call it an "artist". The word "craftsman" has a derogatory meaning in artists' minds, such as "craftsman spirit". But there are also compliments, such as "ingenuity", which others didn't expect, but you thought of it. "Artist" is a special means for artists to process objective things, and the level of processing means indicates the level of the author's artistic achievements to some extent. Du Fu, a poet in the Tang Dynasty, said that "you concentrate everything on one silk" and "language is not strange and will never disappear", which shows that artistic conception must be carefully made by "artists". "Artist" specifically refers to material selection (taking the essence first), tailoring (decontamination and keeping clear), exaggeration (emphasizing the characteristics of image), business position (composition) and performance (choosing appropriate techniques), all of which are the main means for China poster designers to conceive.