Coca-Cola Public Welfare Poster-Why is there a polar bear logo on the cans of coke now?

Sprite profile and detailed brand profile

Sprite is a product listed by Coca-Cola Company 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.

Past lives of Coca-Cola.

Coca-Cola is one of the famous 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 beverages to consumers in China, and the daily consumption of its series products in China reaches 6,543.8+0.5 billion cups. From 1979 to the end of 20 14, Coca-Cola returned to the China market, with an accumulated investment of over 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 local communities develop in China, with a total donation of over 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 pemberton john pemberton from 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 Coca-Cola sold for 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. For the sake of unity, Robinson changed Kola's K to C, then added a horizontal picture between the two words, and wrote the famous brand logo in Spencer style. Asa Candler Asa Candler tasted Coca-Cola and found it delicious. He immediately bought his 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 right. By 1900, Coca-Cola is sold in every state in the United States. 1888, Asa Candler saw the market prospect of Coca-Cola, bought shares in Coca-Cola, and mastered all the production and sales rights of Coca-Cola. Candler began to sell the stock solution for making drinks to other pharmacies, and began to advertise on billboards in railway stations and town squares. In 190 1 year, the advertising budget reached100,000 USD. It's two American lawyers, Ben Ming Jie Thomas Benjamin. Thomas and Joseph B, they 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 syrup to them, and their own investment companies and sales points mixed the syrup with water, bottled it, sold it, and produced it according to the requirements of the Coca-Cola Company with 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 English sprite, which was originally translated into monsters and elves. 19 In the forties and fifties of last century, the role of elf boy frequently appeared in Coca-Cola posters. The elf boy has an urchin-like smile on his face, and there are always stars shining around him, which symbolizes his lively personality and bubbles in coke. This SpriteBoy has nothing to do with the familiar Sprite, which didn't appear until 196 1 As a beverage, it is 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 will make you want to drink it. Such a sentence is more than "good words"?

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. In addition, "Sprite" beverage was launched in the American market in 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" in combination with China traditional culture. It has the meaning of purity and coolness in Chinese, which reminds people of a piece of flying snow and a pool of clear water in hot summer, and suddenly there is a sense of coolness, resulting in "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 connotation of young fashion. The slogan "Cool Heart Flying" has become a "ballad" of the younger generation, and its brand awareness is well known to almost all 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

Per100g

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 Chuang played 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 also became the spokesperson.

In 2008, Sprite was successfully selected into Jiangsu Satellite TV's "Sprite Flying New Voice-Absolute Singing &; A great teacher and a great apprentice. "

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

In 20 10, Jay Chou and JJ Lin spoke for Sprite again, and Jane Zhang became one of the spokespersons.

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

In 20 13, JJ Lin spoke for Sprite.

20 15, JJ Lin and Jay Chou spoke.

20 16, Jay Chou spoke.

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 the spokesmen of 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 and refreshing: Sprite and lemon-a kind of enjoyment beyond taste.

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

Cool ice for relieving summer heat: 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 may become your new love in summer. 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. Appropriate amount of soda water

4. Half a cup of ice

5. 1 lemon slice

Sprite anecdote

Chinglish:

Elf = 20 thsolartembule

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

Bi = blue

In Ding Xiao's Zhu Xian, two women are called Lu Xueqi and Baguio respectively, and they are nicknamed "elves" by netizens.

latest activity

Win LOL skin

20 16 on may 28th, tencent games's league of legends (LOL) and sprite brand officially announced that they had reached a 2016 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' tournament system in China. This time, League of Legends and Sprite have joined hands to set a new high in the scale and depth of cooperation between e-sports industry and traditional FMCG industry.

20 16 On August 5th,16, Sprite 5th Anniversary League of Legends-Source Plan * * version bottle body will be officially released. This time, three versions of bottles will be released, which will be voted by players in the "Together with Heroes" activity, 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 of specified brands and specifications, scanning product QR codes or participating in the lucky draw in other ways.

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

Jointly launch Sprite Hero Bottle

2017 On June 3rd, Sprite and the glory of the king jointly held a press conference, officially announcing the cooperation between the two parties. Sprite invested 65.438+billion bottles in the market with the heroic image of the glory of the king-Sprite Hero Bottle.

Launch new year packaging

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

Revealing prize-winning promotions

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

Sprite new fiber+

20/kloc-in March, 2008, the new Sprite Fiber+was introduced, which has fresh lemon flavor, cool taste, zero sugar and zero calories. A bottle of 500ml Sprite fiber +7.5g dietary fiber can provide 30% of daily dietary fiber for adults and help maintain normal intestinal function.

Sprite "Cool Legion" Packaging

From 2065438 to 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's activities

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

Thursday's pet powder interactive activities

In March, 2020, Sprite officially announced a new brand spokesperson, among which Hua Chenyu was the spokesperson of Sprite, and Mao Bu, Liu Baixin and New Pants became the spokespersons of Sprite Cool. After that, Guan Wei released the third day of powder pet interaction activity on Thursday. Users only need to forward activities with topics 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 body with your mobile phone, you can uncover the mysterious song list of the spokesperson, scan the QR code of the Sprite classic tank, and see the exclusive egg video of the spokesperson.

Brand honor

From June 5438 to 10 in 2020, the list of the top 500 most valuable brands in the world in 2020 was released, 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, polar bears are not just stupid overlords in the Arctic. This lovely animal has appeared in the advertisements of Coca-Cola Company 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 on 1922, and then appeared many times. Until 1993,

Coca-Cola/ Coke

Faced with the situation that advertisements have lost their creativity and become obsolete, 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 designs and styles, aimed at different target consumers, including a "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 gave 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 a new mission, and so does the beverage giant.

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, Pioshuk, 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 Company and asked 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 movies 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.

IMAX * *, a world-class entertainment technology company, cooperates with this 3D film being shot.

Go to the North Pole

(ToTheArctic3D) is scheduled to be released on 20 12. From165438+1October14th, a 30-second TV advertisement based on movie clips will be launched. At the same time, there are a large number of 15 second advertisements and videos to introduce consumers to the different focuses of this charity activity.

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 real polar bear life scenes 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 activity and replaced it with Arctic-style advertisements.

However, the most intuitive carrier is still 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, so large that it aims to attract 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 publicized the importance of protecting polar bear habitats to consumers, but also donated 1 USD to WWF for each coca-cola bottle can they bought, and the sales activities continued until February 201February. In addition,

North America

Bottled coke, diet coke, zero coke,

Ghosts; Sprite

Coca-Cola brands, such as Nestle and Meiyuan, will also show people the new appearance of white bottle caps.

At present, it is the pre-holiday gold sales time. Through investigation, Coca-Cola Company found that many parents hope to teach their children the truth of giving back to society when the holidays come. 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 sticking 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 authenticity, the more beautified the poster advertisement, the more aesthetic it is. If you exaggerate or even deceive consumers, the more beautiful it is, the more ugly it will be.

The second is eye-catching. Whether poster advertisements can attract consumers' attention is the key. If the poster can't attract attention, we should realize that the consumer's demand is the use function of the commodity first, and the striking artistic treatment of the poster must be related to the use function, and the role 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 emphasize the scientific nature of poster advertising. For example, under normal circumstances (such as sunny days, when people walk), the amount of information people receive from poster advertisements is about 25 bits per second (bit information unit). There are only a few words on the Coca-Cola poster advertisement, and the information content is only 10 bit/second, which is far below the normal information acceptance. This is because designers consider that Americans usually drive out, and passengers must receive less information than pedestrians. The poster designers of Coca-Cola have carefully considered 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 6 words, the reader's memory rate is 34%, while for advertisements with more than 6 words, the reader's memory rate is only 65,438+03%. These are all issues that poster designers should consider. In short, the amount of information in 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 great importance to various artistic expressions. 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 types: copywriting that pays attention to rational demands and copywriting that pays attention to 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 advertisements, different expression techniques are adopted according to the different needs of conveying commodity information, including realism, contrast, exaggeration, fable, metaphor, cartoon, system and traditional decoration.

First of all, the role of posters in conveying information and encouraging publicity affirms its special form. It is different from the oil paintings or prints on the bookshelf. It requires being clear at a glance, concise and clear, so that people can clearly see what they want to promote within a certain distance in an instant. In order to achieve this goal, posters usually use a series of hypothetical techniques to 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 "using 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 the image of "similarity and dissimilarity" are all precious treasures left by our ancestors, which have been fully reflected in the design of China poster art. (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 modern western design concepts. Many of his works, without exception, embody this idea. In his poster design "Freedom" series, China's ink painting techniques are adopted, combined with the special mechanism effect of modern technology, which is both modern and traditional. 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 decorative 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 polar colors, which forms a visual effect of harmony and conflict between form and color, and constructs a modern plane with visual impact under a specific cultural scene in China. The logo of the 2008 Olympic Games 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 between similarity and dissimilarity, which 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 "see it at a glance" 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 a subtle idea. No art can explain everything, especially posters, a special art form, which can make people unforgettable and memorable under limited time and space conditions, so we should "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 just as unrealistic to ask posters to have multiple pictures as it is to ask sculptures to have comic strips and Allegro to have multiple acts. "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 sides. Any image is just a part of the whole. What matters is whether it 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 choose 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 has been dealt with in a centralized way, which can affect people's feelings, experiences and associations. A scholar in Qing Dynasty said that a painting "makes people think more than love". 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 words of praise, 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 marks the level of the author's artistic achievements to some extent. Du Fu, a poet in the Tang Dynasty, said, "You concentrate all your life on a piece of 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 the selection of materials (taking the essence first), tailoring (decontamination and keeping clear), exaggeration (emphasizing the characteristics of the image), business stance (composition) and performance (choosing appropriate skills), all of which are the main means for China poster designers to conceive.