China Food

Sprite in her 60s is no longer “green”. Interpret the brand strategy of the beverage giant!


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Sprite, after taking off the green.
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On July 28, sprite rushed to the top of the hot search with the news that it would give up the green bottle.
Sprite, which has maintained green packaging for more than 60 years, has abandoned its iconic green packaging and will officially use transparent packaging from August 1.
Inquire about Coca Cola tmall’s official flagship store “Coca Cola flagship store”, which has no sales of Sprite packaged in green plastic bottles. Instead, it is transparent packaged “fiber +” Zero sugar zero Kalu sprite and canned green sprite.
Why did Coca Cola suddenly give up sprite’s green packaging?
As we all know, it is very difficult to cultivate a product image to the level of popular support. Giving up this logo easily has a great impact on brands and products.
Coca Cola said that the current bottles contain green polyethylene terephthalate (PET) that cannot be recycled, and the use of transparent bottles can reduce plastic waste. This substance is usually only recycled into disposable products, not other bottles.
This is contrary to the environmental protection route implemented by Coca Cola group, so Coca Cola decided to reluctantly give up sprite’s green packaging.
Behind the abandonment of Sprite green packaging, what problems does Coca Cola group face?
Sprite takes off its green clothes, environmental protection or cost reduction
Sprite is the third brand launched by Coca Cola. At present, it is sold in more than 190 countries in the world, second only to Coca Cola, Pepsi Cola, red bull and Nestle coffee, with a brand value of $5.48 billion, and it is also the third largest soda brand in the world.
Coca Cola group announced on July 27 local time that from August 1, it will convert sprite’s classic green bottle, which has been used for more than 60 years, into transparent plastic. The newly designed packaging and logo will also appear on the sprite bottle, ending the 60 year history of the green bottle.
The seemingly “sudden” dressing storm, in fact, has long been a harbinger.
As early as 2019, Coca Cola group announced that it would vigorously promote the transparent design of beverage bottles. Since then, Sprite has begun to try to turn green bottles into more recyclable transparent plastic bottles, and has been implemented in several countries.
In recent years, Sprite has been carrying out “transparency” reform. “Fiber +” Sprite, cherry flavor Sprite and sugar free sprite are all made of transparent bottles.
However, when all the green bottles disappear and turn into transparent bottles, Sprite fans will still have a feeling of “green knot”.
According to Coca Cola group, the reason for sprite to change bottles is very simple, that is, environmental protection.
Because the green packaging used by sprite originally contains green polyethylene terephthalate (PET), and the mixed color pet can only be recycled into disposable products, not
It is said that Yuanqi forest is currently developing Zero sugar and zero fat cola, which directly targets Coca Cola’s logo products, which also makes this beverage giant face great challenges in the Chinese market.
In recent years, Coca Cola has launched a series of new products, such as foaming soft drinks, dairy drinks and so on. This part of new products has even become a leading growth point in the North American market.
With continuous innovation, continuous competition and rising, good market atmosphere and benign competition, Coca Cola, as the world’s undoubtedly beverage giant, has set an excellent example for the latecomers.
After transparency, sprite’s next challenge
Back to sprite’s dressing storm, although the change is instantaneous, the uniqueness of green bottles for sprite can still be seen after more than 60 years of classic design.
When sprite was born, it swept the world with keywords such as cool and refreshing. This is a relatively different selling point from coca cola. Coca Cola has suddenly brought the two bright colors of green and red into the product, becoming one of the biggest features.
This time sprite took off its green packaging. Consumers questioned whether the sprite that lost its “cool” and “refreshing” was the original Sprite?
You know, it’s true that the content remains the same, but packaging can add more points to goods. Research shows that sprite’s green packaging is an important symbol of its own strategic layout, and the cool touch of green also makes sprite’s summer sales far exceed that of other seasons.
In addition to packaging, Sprite also faces many challengers, eyeing the previously firmly occupied market. For example, 7xi, which also belongs to lemon soda with Sprite, is likely to take this opportunity to make a comeback and divide sprite’s original market share.
The bubble water of Yuanqi forest, the soft drink of Nestle and so on all have great interest in sprite market, and the chain reaction after sprite dressing up has just begun.
In addition, sprite’s marketing in China has always taken a younger route, cooperating with young artists to produce singles, shoot advertisements, and carry out variety marketing.
All these marketing activities are closely related to green. Consumers are very curious about whether sprite will lose this symbol after losing green.
After taking off the green packaging, how to strengthen people’s green in sprite’s “gene” again is the key to the next market layout.
Environmental protection is the cause, and the cost comes under pressure.
Even industry giants such as Coca Cola group have made great changes in the ever-changing market. The result of the reform is yet to be known. If some people are optimistic, others will be negative. Just wait for the financial report of fiscal year 2022 to reveal the result.
It is admirable that Coca Cola’s support for the green cause did not produce arrogance towards its leading position. After taking off the green, Sprite can make the world environment cooler.
Author: lin ning; Source: consumer (id:xiaofeijie316), reprinted
Sprite in her 60s is no longer “green”. Interpret the brand strategy of the beverage giant!
不断创新,不断竞争,不断上升,良好的市场氛围和良性竞争,可口可乐作为全球毫无疑问的饮料巨头,给后来者做出了优秀的表率。
透明化之后,雪碧的下一个挑战
说回雪碧的换装风波,虽然变革是瞬间的事情,但是长达60多年的延用经典设计,还是能够看出绿色瓶子对于雪碧的独特性。
雪碧诞生之时,便以清凉、劲爽等关键词席卷全球。这是与可口可乐较为不同的卖点,可口可乐也一下子将绿色和红色这两个鲜明的颜色带入到产品之上,成为最大的特性之一。
这次雪碧脱下绿色的包装,消费者质疑的点在于失去“清凉”“劲爽”的雪碧,还是原来的雪碧吗?
要知道,诚然内容物不变,但是包装对于商品的加分可不只一点点。研究表明,雪碧的绿色包装是雪碧其本身战略布局的重要标志,而绿色的一抹清凉,也使雪碧的夏天销量远超其他季节。
在包装之外,雪碧也同样面临着许多挑战者,对此前被牢牢占据的市场虎视眈眈。例如与雪碧同样属于柠檬味汽水的7喜,很有可能借此机会卷土重来,分割雪碧原有的市场份额。
元气森林的气泡水,雀巢的软饮等等,都对雪碧市场有着巨大的兴趣,雪碧换装后的连锁反应才刚刚开始。
并且,由于雪碧在中国的营销一直走着年轻化的路线,与青年艺人合作,出单曲,拍摄广告,进行综艺营销等。
这一切营销活动又都与绿色息息相关,失去绿色的雪碧会不会从此就失去了这一标志,消费者都十分好奇。
在脱去绿色包装之后,如何再次强化人们对于雪碧“基因”中的绿色,是下一步市场布局的关键。
环保是起因,成本来承压。
纵然是可口可乐集团这样的行业巨头也在万变的市场之中进行了大变革。变革结果尚未可知,有人看好就有人唱衰,只需等2022财年财报揭晓结果。
值得敬佩的是可口可乐对于绿色事业的支持,并没有对自己的龙头地位产生傲慢。在脱去绿色之后,雪碧能够让世界环境更加清凉。
作者:凛凝;来源:消费界(ID:xiaofeijie316),转载已获得授权。
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