Introduction and detailed information about Sprite
Brand introduction
Sprite is a product launched by The Coca-Cola Company in 1961. It is currently the largest lemon-flavored soda drink brand in the world. Currently sold in more than 190 countries around the world, it is currently the third largest soft drink brand in the world.
The Past and Present of Coca-Cola
Coca-Cola is one of the most well-known international brands in China, and its series of products are very popular in the Chinese market. Coca-Cola provides Chinese consumers with more than 50 beverage options under 15 brands, and its series of products are enjoyed in China at a rate of 150 million cups every day. Since Coca-Cola returned to the Chinese market in 1979 to the end of 2014, it has invested more than US$9 billion in total. Currently, it has 43 factories in China with approximately 45,000 system employees, 99% of which are local employees. Coca-Cola and its bottling plants 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 company that fully sponsors the Special Olympics, Olympic Games, Paralympic Games, World Expo, Universiade and Youth Olympic Games held in China. In 1886, Dr. John Pemberton from George State, USA, mixed carbonated water and soda water together to make a dark syrup, which had refreshing, sedative and headache-relieving effects. The drink was called For Coca-Cola. At first, Coca-Cola was sold in pharmacies. The first bottle of Coca-Cola sold for 5 cents, and an average of 9 bottles were sold every day. Frank Robinson, John Pemberton's accountant, inspired the name from the syrup's two ingredients. These two ingredients are coca leaves and kola fruits. For the sake of uniformity, Robinson changed Kola's K to C, then added a horizontal stroke between the two words, and wrote this famous brand logo in Spencer style. Asa Candler Asa Candler tasted Coca-Cola and thought it tasted so good that he immediately bought his company from John Pemberton. Asa Candler is a visionary and a genius who understands the market. Asa Candler invented coupons to entice 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 was right. By 1900, Coca-Cola was sold in every state in the United States. In 1888, Asa Candler saw the market prospects of Coca-Cola, purchased its shares, and took control of all its production and sales rights. Candler began selling the raw liquid to make the drink to other pharmacies, and also began advertising on billboards in train stations and town squares. In 1901, the advertising budget reached $100,000. It was two American lawyers, Benjamin F. Thomas and Joseph B., who really made Coca-Cola flex its muscles. They went to the office of Asa Candler, the boss of Coca-Cola Company at the time, and proposed an innovative business cooperation method, that is, Coca-Cola Company would sell them syrup, and they would invest in the production company and sales point themselves to mix the syrup with water, bottle it, and For sale, produced and quality assured according to the requirements of The Coca-Cola Company. In 1899, they secured their first assembly franchise for $1. The Coca-Cola Company allowed them to use the Coca-Cola trademark to advertise this special bottling system. From then on, factories producing Coca-Cola sprouted everywhere. _
Brand History
The word "Sprite" is transliterated from English Sprite, originally translated as monster or elf. The character Elf frequently appeared on Coca-Cola posters in the 1840s and 1850s. The elf boy has a naughty smile on his face and is always surrounded by twinkling stars, symbolizing his lively character and the bubbles in his Coke. This SpriteBoy has nothing to do with the Sprite that everyone is familiar with. The Sprite brand did not come out until 1961. As a drink, translating it as "Sprite" is a painstaking effort. Snow, which is chilly, matches the refreshing taste of soda; Bi, which is clear and green, matches the color of the outer packaging of the bottle, which not only conforms to the perception of Chinese consumers, but also consolidates the brand image. In the hot summer, the name of a drink like this makes me want to drink it.
Such a word is more than "a word worth a thousand dollars"?
"Sprite", the parent company Coca-Cola not only has strong financial strength, more than 100 years of market experience in marketing around the world and many absolute leading brands in the world beverage market Moreover, once the "Sprite" beverage was launched in the U.S. market in 1961, it quickly grew into one of the best-selling brands in the world's soda market. Today, the operating income of "Sprite" accounts for a large proportion of the total income of the Coca-Cola Company.
Coca-Cola takes "Sprite" as the main strategic brand to introduce into the Chinese market, and integrates traditional Chinese culture and transliterates it into "Sprite", which has the meaning of purity and coolness in Chinese, making people think of it in the hot summer. When you see a patch of white snow and a pool of clear blue water, you immediately feel a sense of coolness, creating an "irresistible temptation". "Sprite" has always pursued a world-class celebrity endorsement strategy. Zhang Huimei, World Diving Queen Fu Mingxia, etc. have successively interpreted the young and fashionable brand connotation. The advertising slogan "Cooling the Heart, Flying Heart" has become a "ballad" that the younger generation is eager to praise. , its brand awareness is almost universally known to women and children, and "Sprite" has become the leading brand in the lemon-flavored soda market in my country.
Main ingredients
Sprite mainly includes: water, grape pulp, white sugar, food additives (carbon dioxide, citric acid, sodium citrate, sodium benzoate), and food flavors.
Nutritional ingredients
Per 100g
NRV*(%)
Energy
191KJ
2%
Protein
0g
0%
Fat
0g
0%
Carbohydrates
11g
4%
Sodium
19mg
1%
Sprite endorsement
In 1999, Zhang Huimei endorsed Sprite.
In 2001, Fu Mingxia endorsed Sprite.
In 2002, Du Dewei and Elva Hsiao endorsed Sprite.
At the end of 2003, Tao Chuangyan announced Sprite.
In 2005, Tao Congxuan, a friend, endorsed Sprite.
In 2006, JJ Lin, se7en, and He Jie endorsed Sprite.
From 2006 to 2007, Sprite successfully sponsored Dragon TV's "Sprite My Style Show", which was a great success.
In 2007, Xue Zhiqian endorsed Sprite.
In 2008, JJ Lin and He Jie once again endorsed Sprite, and Jay Chou joined the list of spokespersons.
In 2008, Sprite successfully named Jiangsu Satellite TV's "Sprite's New Voice - Absolute Singing & Famous Teachers and Disciples".
In 2009, Sprite once again worked with Jiangsu Satellite TV to create the 2009 "Sprite's New Voice - Absolute Singing & Famous Teachers and Disciples".
In 2010, Jay Chou and JJ Lin endorsed Sprite again, and Jane Zhang joined the list of spokespersons.
In 2011, basketball star Kobe Bryant and singers Jay Chou and JJ Lin endorsed Sprite.
In 2013, JJ Lin endorsed Sprite.
In 2015, JJ Lin and Jay Chou were the spokespersons.
In 2016, Jay Chou became the spokesperson.
In April 2018, Di Lieba became the Sprite brand spokesperson.
In 2020, Hua Chenyu became the Sprite brand spokesperson.
In 2020, Mao Buyi, Liu Boxin, and the New Pants Band will serve as spokespersons for Sprite Cool.
Sprite China spokespersons: JJ Lin, Jie He, SE7EN, BOSS, Elva Hsiao, Angela Chang, Wu Minxia, ??Jay Chou, JJ Lin, Jie He, Joker Xue, Jun Jun, Ma Haisheng, Twins, Dilmurat Dilraba, Hua Chenyu.
How to eat it
The best way to drink it
Cool ice cream: Sprite and lemon - an enjoyment beyond the taste.
A perfect match: Sprite and mint leaves - fresh lemon flavor and refreshing mint, refreshing and refreshing.
Refreshing summer: Sprite with ice cubes - the best way to relieve summer heat
Other ways to drink
"Orange" means starry sky
This refreshing lemon yellow in summer may become your new favorite.
The sweetness of Minute Maid orange juice paired with the lively taste of Sprite is familiar yet surprising. Imagine a summer night when all the stars fall around you, twinkling softly.
Ingredients:
1. Half a cup of Minute Maid orange juice
2. Half a can of Sprite
3. An appropriate amount of soda water
p>
4. Half a cup of ice
5.1 lemon slice
Sprite interesting facts
Chinglish:
Little Sprite= 20thsolartermblue
Xiaoxue=20thsolarterm The 20th solar term (the twentieth of the 24 solar terms in China is indeed Xiaoxue)
Blue=blue
Xiao Ding's work "Zhu Xian" "In ", the two women are named: Lu Xueqi and Baguio, nicknamed "Sprite" by netizens
Latest activities
Win LOL skins
2016 On May 28, Tencent's game "League of Legends" (referred to as: LOL) and the Sprite brand officially announced an in-depth strategic cooperation for 2016 at Shanghai Hongqiao Tiandi Performing Arts Center. Sprite will not only become the chief sponsor of the "League of Legends" league system, but the two parties will also work together in joint brand marketing and promotion in the future to jointly expand and deepen the League of Legends event system in China. This time "League of Legends" and Sprite join hands, setting a new high in cooperation between the e-sports industry and the traditional FMCG industry in terms of scale and depth of cooperation.
On August 15, 2016, the fifth anniversary of Sprite's "League of Legends" - Source Project's exclusive bottles will be officially put on sale. The three exclusive bottles on sale this time are: They were voted by players in the "Heroes Enjoy Summer Together" event, and they are Yasuo, Zed, and Lucian.
Win Youku membership and smart TV
From March 17, 2017 to May 15, 2017, the Sprite brand joined forces with Youku Company and Micro Whale Company to hold a Surprise event. During the event, if you purchase products of designated brands and specifications, scan the product QR code, or participate in the lottery through other methods, you will have the opportunity to win various Youku gold membership cards.
If you participate in the lottery between 18:00 and 23:00 every day during the same period, you will also have the chance to win a Micro Whale 40-inch W40D smart TV.
Jointly launch the Sprite Hero Bottle
On June 3, 2017, Sprite and "Honor of Kings" jointly held a press conference to officially announce the cooperation between the two parties. Sprite has invested 1 billion bottles in the market with the heroic image of "Honor of Kings" - Sprite Hero Bottle.
Launching New Year packaging
On the eve of the 2018 Lunar New Year, Sprite launched New Year packaging. Slogans such as "Everything is Happy", "New Year's Day", "One Year Renewal 666", "Five Blessings 233" appear on the bottle. Consumers can use Alipay to scan the words "Cool and Refresh the New Year" on the bottle to summon a New Year dance.
Reveal the lid and win prizes promotion activity
In March 2018, Sprite launched a promotion event of opening the cap and win prizes. Consumers who purchase Sprite promotional products with gold caps scan the bottle cap with their mobile phones. QR code can be used for lottery. Prizes include vivo mobile phones and Tencent Video membership cards.
Sprite New Product Fiber+
In March 2018, the new product Sprite Fiber+ was launched online, with fresh lemon flavor, cool taste, zero sugar and zero calories. A 500ml bottle of Sprite Fiber+ contains 7.5g of dietary fiber, which can provide 30% of the daily dietary fiber needed by adults and help maintain normal intestinal function.
Sprite's "Cool Legion" packaging
In May 2018, Sprite launched the new "Cool Legion" packaging, consisting of "Leader", "Zhiduoxing", "Muscle Man" It consists of 5 styles: "Cool Girl" and "Lucky One".
2019 New Year Event
On the eve of the 2019 Lunar New Year, Sprite launches New Year packaging. Consumers can use Alipay AR to scan the slogan on the bottle to participate in the Sprite New Year event and win gifts. At the same time, Sprite also teamed up with rapper Li Jialong to launch a New Year advertisement, inviting everyone to celebrate the New Year coolly.
Thursday fan interactive event
In March 2020, Sprite officially announced a new brand spokesperson, among which Hua Chenyu served as Sprite spokesperson, and Mao Buyi, Liu Boxin, and the New Pants Band became Sprite Cool Spokesperson.
Subsequently, the official Weibo launched the ThirstDay fan interactive event on Thursday. Users only need to forward the event with a topic and reply to their favorite playlist songs in the comment area to have the opportunity to unlock celebrity benefits. In addition, the spokesperson version of Sprite amplified cans is also on the market. Use your mobile phone to scan the QR code on the can to reveal the spokesperson's mysterious playlist. Scan the QR code of the classic Sprite can to see the spokesperson's exclusive easter egg video.
Brand Honor
In January 2020, the 2020 list of the world's 500 most valuable brands was released, with Sprite ranking 384th. Why do current cans of Coca-Cola have a polar bear icon?
This is a public welfare activity to protect
polar bears
, and Coca-Cola changes its look to promote public welfare
For Coca-Cola, polar bears are more than just silly Arctic overlords. This cute animal has been featured in Coca-Cola’s advertisements many times and has even become one of the important reasons for its popularity around the world.
The image of the polar bear first appeared in a Coca-Cola print advertisement in France in 1922, and has appeared occasionally since then. Until 1993,
Coca-Cola Company
Faced with advertising increasingly losing novelty and falling into staleness, they found CAA, a famous think tank in New York, and with their help launched The "AlwaysCoca-cola" series of advertisements includes 27 commercials of different designs and styles, targeting different target consumer groups. One of them is "Northern Lights" (
Northern Lights
Northern Lights
p>) is even more impressive: In the polar regions
Iceland
, a white polar bear walked to a group of its own kind, sat down quietly, and seemed to be waiting. What, suddenly, a bright aurora appeared in the sky. The polar bears raised the Coca-Cola bottles in their palms, drank them all in one gulp, and let out a satisfied exclamation "mu~~", and also showed a rather "naughty" expression. Smile. The polar bear in the advertisement is an animated image that is close to the real animal. Since then, it has become Coca-Cola's most popular symbol.
In the next few months, these polar bears will have new tasks. The beverage giant and
World Wildlife Fund
(WWF) Cooperation hopes to help it raise millions of dollars for polar bear protection projects.
Talking about the origin of this cooperation, Pio Schunker, senior vice president of integrated marketing of the Coca-Cola Company, revealed that the American MFF Films (MacGillivray Freeman Films) has been filming polar bear documentaries in the Arctic in the past few years. Contacted Coca-Cola and inquired about its intention to cooperate. From that time, Coca-Cola and its creative agency Leo Burnett began to plan specific promotion strategies. "To this end, we have also terminated the ongoing TV promotion activities so that after MFF is completed, its movies will be integrated into our TV commercials and disseminated to the public through the Internet and other channels." Schunker said, "We have been deliberately Real polar bears are distinguished from our animated polar bears to make it clear that this effort is to help WW better protect polar bears."
MFF Films and
Warner Bros.< /p>
This 3D movie is being shot in collaboration with IMAX***, a world-class entertainment technology company
"To the Arctic"
(ToTheArctic3D) It is planned to be released in 2012. A 30-second TV commercial based on film clips will be launched on November 14. There will also be multiple 15-second commercials and videos to introduce consumers to the differences of this charity event. Focus.
According to Katie Bayne, president and general manager of Coca-Cola Sparkling Beverages, Coca-Cola’s advertising campaign is called “Arctic Home” and has been planned for 18 months and has been integrated into all Coca-Cola product lines. The new website opened for this purpose features a number of 3D short films, which are captured by photographers tracking real polar bears in the wild and capturing their life scenes.
Other communication channels such as
electronic billboards in Times Square, New York
, mobile phones,
tablets
, social media, and in-store posters and traditional media, etc., all cooperated with this public welfare event and replaced it with Arctic-style advertisements.
However, the most intuitive carrier is still product packaging. It is reported that more than 140 million Coke cans designed by top European design company Turner Duckworth have been put on the Canadian and American markets since November 1. Their large number is intended to arouse large-scale attention and national sensation. These Coca-Cola bottles with a white background and a female bear and two cubs printed on them not only spread the message to consumers about the importance of protecting polar bear habitats, but also donated $1 to WWF for every can they purchased. Sales activities Lasted until February 2012. In addition,
Bottled Coke, Diet Coke, Coke Zero,
Sprite
, Nestlé, Midea sold in North America
Brands owned by Coca-Cola, such as Yuan, will also show new looks with white bottle caps.
It is now the golden sales moment before the holidays. Coca-Cola Company found through a survey that many parents hope to take advantage of the holiday to teach their children how to give back to society. According to Bayne, the biggest difference of this event is the variety of participation channels. For example, the company has also reached an agreement with mobile operators to reduce the minimum amount of mobile phone text message donations from US$10 to US$1, so as to attract more people's attention to public welfare activities to protect polar bears.
Source: Advertiser·Market Observation What kind of artistic effect can make public welfare posters arouse cries from viewers?
The form of posters depends on various functions and is determined by the functions. Therefore, to grasp the aesthetic characteristics of posters, we must examine the various functions of posters. Accordingly, the aesthetic characteristics of advertising posters should be the following aspects:
First, authenticity. The basic condition for the value of poster beauty is authenticity. On the basis of authenticity and credibility, the more beautifying the poster advertisement is, the more beautiful it will be. If it is exaggerated or even deceives consumers, the more it beautifies, the more ugly it will make people feel.
The second is eye-catching. Whether the poster advertisement can attract the attention of consumers is the key. If the poster is not eye-catching, we should realize that the consumer demand is first of all the use function of the product. The eye-catching artistic treatment of the poster must be connected with the use function. This The point of action of this association must 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 pay attention to the scientific nature of the poster advertisement. For example: under normal circumstances (such as when the weather is sunny and people are walking), the amount of information received by people from posters is about 25 bits/second (bit - unit of information). Coca-Cola's posters only have the brand name and the amount of information is only 10 bits/second, which is much lower than the normal amount of information received. This is because the designer considers that Americans generally take cars when going out, and the amount of information received by car passengers must be less than the amount of information received by pedestrians. Coca-Cola poster designers carefully considered this issue, so that the posters they designed can leave a strong impression on consumers. Foreign advertising psychologist Lu Kaoshi once conducted such an experiment. For advertisement titles with less than 6 words, the readers' memory rate is 34%, while for advertisement titles with more than 6 words, the readers' memory rate is only 13%. These are all issues that poster designers should take into consideration. In short, the amount of information on posters and advertisements should be concise and to the point.
The fourth is artistry. To achieve good aesthetic effects, posters and advertisements must attach great importance to various artistic expression techniques. For example: in the artistic treatment of the text and language of posters, we must strive to be accurate, vivid and refined, and pay attention to its imageability. Poster copywriting should adopt different genres according to different needs, and is generally divided into two categories: copywriting that focuses on rational appeals and copywriting that focuses on emotional appeals. Copywriting for rational appeals uses a "metaphorical" method to persuade consumers, such as introduction style, news style, argumentation style, question and answer style, certificate style, etc. Copywriting for emotional appeals should use descriptive style, humorous style, novel style, etc. Drama, poetry, etc. In the picture processing of poster advertisements, different expression techniques are used according to the different needs of conveying product information, including realism, contrast, exaggeration, allegory, metaphor, cartoon, system, traditional decoration, etc.
First of all, the role of posters in conveying information and agitating propaganda confirms its special form.
It is different from easel paintings or prints. It requires clarity at a glance, conciseness and clarity, so that people can clearly see the things to be promoted from a certain distance in an instant. In order to achieve this goal, propaganda posters often adopt a series of hypothetical techniques to highlight the key points, delete minor details, details, and even backgrounds, and can combine different proportions and activities that occur at different times and spaces together. And often use symbolic techniques to inspire people's associations. Therefore, its conception must be able to overload reality, the composition must be summarized and concentrated, the image must be concise and exaggerated, and strong and vivid colors must be used as a means to prominently and eye-catchingly express the things to be promoted, express the inner connection between objects, and give the picture A broader meaning enables people to think of a broader life in a limited picture and feel new meaning. In these aspects, traditional Chinese aesthetics can provide designers with a lot of nutrition.
For example, in terms of conception, the refinement of "one can be used as ten", "using less and more", in terms of composition, the conciseness of "planning white to be black", "everything without painting becomes a wonderful scene", "sparse" The contrasting relationship of "can move around, close and airtight", and the exaggerated image of "likeness and dissimilarity" are all precious treasures left to us by our ancestors, which have been fully reflected in the design of our country's poster art. (4) Jin Daiqiang, a famous graphic design master in Hong Kong, has created a large number of cultural posters. He believes that there are three principles of beauty: conception - ideas come first and form is used to derive spirit; innovation - inheriting the past and linking up with the future, breaking the old and establishing the new; and utilization - being suitable for use, flexible and vivid. This actually emphasizes Lao and Zhuang’s philosophical thoughts and the artistic conception of Chinese landscape painting. He advocates integrating the essence of traditional Chinese culture into the concept of modern Western design. Many of his works embody this idea without exception. In his poster design "Freedom" series, he uses Chinese ink painting techniques and integrates the special mechanism effects of modern technology, which is modern without losing tradition. In the international "Water" theme poster art exhibition, the "Water-Life-Culture" poster graphic work uses extremely strong ethnic decorative stylized graphic images as the background of the entire work, and carries out rich and appropriate virtualization. The entire picture is artistically expressed in black and white polar colors, forming a visual effect of opposition and coordination, conflict and fusion of form and color, and constructing a modern graphic graphic with visual impact in China's specific cultural scene. Design work. The 2008 Olympic bid logo can be said to be a good example. The entire logo shape does not directly borrow from traditional shapes, but uses China's unique freehand technique between similarity and dissimilarity, which appropriately conveys the "Chinese knot". " and "athlete" are two images. The logo not only reflects the unique aesthetic charm of Chinese culture, but has also been recognized by the world.
As mentioned before, posters are "instant art". A good poster should not only make people "clear at a glance" but also make people "fall in love at first sight", be attracted by it, look forward to it, and leave a deep impression. This requires posters to have exquisite ideas. No art can explain everything, especially a special art form like posters, which can make people unforgettable and have endless aftertaste under limited time and space conditions. Therefore, it is necessary to "win with less" and "one with one." ten". (3) Of course, there are still audiences who demand art to tell everything. They demand multiple paintings from posters, which is just as unrealistic as they demand comic strips from sculptures and multiple scenes from Allegro. "Use less to make more" and "from here to there" are signs of artistic skills, especially poster art, which can only reproduce reality from one aspect of life rather than from all aspects. Any image is just a part of the whole. What is important is whether it can summarize other parts. Posters often include close-ups of faces, hands, eyes, movements, and expressions that fill the picture. As long as you choose the most representative phenomenon and focus on some of its characteristics, it can form a "succinct and comprehensive" image. work. Although the composition is simple, it is required to show a certain and attractive artistic conception. In "artistic conception", the essence of objective things has been concentratedly processed, achieving the blending of scenes, which can affect people's certain emotions, certain experiences, and certain associations. A scholar in the Qing Dynasty once said that a painting "is better to make people think than to make people love it". Good posters must be attractive, arouse people's associations, arouse people's good wishes, and express artistic conception. They must have means, which we call "intentional craftsmanship." The word "craftsman" has a derogatory connotation in the minds of artists, such as "craftsmanship". But there are also compliments, such as "unique ingenuity", which means you thought of something that others didn't think of.
"Intentional craftsmanship" is a special means used by artists to process objective things. The level of processing means, to a certain extent, explains the level of the author's artistic achievements. Du Fu, a poet of the Tang Dynasty, said that "the craftsman of the mind is in a bleak business" and "the craftsman will die if his words are not surprising", which shows that the creation of artistic conception must take the painstaking efforts of the "craftsman of the mind". Specifically, "craftsmanship" means selecting materials (taking the most essential parts first), tailoring (removing contamination and preserving clarity), exaggeration (emphasis on the characteristics of the image), positioning (composition), and expression (choosing appropriate techniques), and all of this, It is precisely the main method used by our country's poster designers when conceiving.