Coca-Cola lyrics bottle in China actually unsuccessful?

Guide: The season has been near winter, Coca-Cola in China to launch the lyrics bottle of time is also close to six months, which means that Coca-Cola this summer lyrics bottle battle has come to an end.

The season has come close to winter, Coca-Cola in China to launch the lyrics bottle of time is also close to six months, which means that Coca-Cola this summer lyrics bottle battle has reached its end. Judging from the company's internal evaluation and the industry's reaction, the campaign has reached a more satisfying effect.

Coca-Cola's first-half earnings show that its Chinese business grew by 9% per cent with the help of lyrics bottles, and that the lyrics bottle, which was based on double-digit growth in the same period last year, brought a 10% per cent increase for Coca-Cola in the one months to June. In addition to sales growth, the lyrics bottle also in this creative boring era caused the industry attention, many people also to the lyrics bottle spread relish.

If you look at Coca-Cola's lyrics in isolation, it's certainly a success, but if you compare it to the nickname bottle of the same period last year, the lyrics bottle is a little weak, and it's not even a successful campaign.

Coca-Cola's nickname bottle, introduced in the summer of 2013, helped to increase sales of Coca-Cola Exclusive (300ml, 500ml, 600mlPET packaging) by 20% over a year earlier, exceeding the expected sales growth target of 10% per cent, and in the advertising session of the Grand Festival China Effie Award (Effie won, Greater China) won the full prize in the awards, this award to the nickname Bottle campaign is expected.

From the network sound volume, in the nickname bottle to help push, Coca-Cola in the summer of 2013 much more than 2014 years of sound. In the summer of 2013, Coca-Cola nickname bottle led the audience online launched a summer nickname Carnival.

Baidu Index shows Coca-Cola's online focus in the summer of 2013 far greater than the summer of 2014

Why is it that the battle of the Coca-Cola lyrics is not as successful as the nickname Bottle campaign?

Niche impact

2013 Coca-Cola nickname bottle influence swept across north and south, the Battle of the audience is the public, from the first-tier cities to the four or five-line city, from the first to 80, almost no one does not know the "literary youth", "Little Lori", "High Handsome", "pure man" These already popular network hot words, So every person who buys Coke may look for his own nickname bottle, which not only gives the public a sense of belonging, but also gives them a sense of participation.

Compared to the nickname bottle, lyrics bottles are much smaller. Coca-Cola launched the lyrics bottle, each of the lyrics are positive, very consistent with Cola's tone, but the problem is that the lyrics in line with their own tone is often not well-known lyrics. For example, i randomly searched a few lyrics: "You are my most important decision", "Let us take the sun to see the distance", "Cicada summer I want to meet you", "sad people do not listen to slow song." None of these sentences are familiar to me (please forgive me for this old, I think I like listening to music), so they have no sense of belonging to me.

Again, I remember a time when I was eating, and the cola on my hand said, "Be a good man." I feel familiar but can not think of it, by a friend reminded just remember is "man when self-improvement", for a last century 90 's early oldies, how many are familiar with it?

The difficulty of the lyrics bottle relative to the nickname bottle is that the lyrics conform to the brand and try to be known to all, so the final lyrics bottle is destined to affect only a few people, not all of them. Not familiar with the song, and not familiar with the song, and for the four or five line of the following cities, Hins, Yang Peian, care about such a singer is obviously a lot of people are unfamiliar. Imagine, if the lyrics instead of "You are my little Apple", "You are my most beautiful clouds in the sky" so have a broad masses of the foundation of the song, will really affect the brand of tone?

World Cup shock

In the year of the World Cup, no event or transmission can be compared to the World Cup, from the beginning of June to the end of July, for nearly two months, a large number of fans and people associated with them are aware of the topic of the World Cup, and it's a dead end to distract their attention from other things.

June to July is the golden age of Coca-Cola lyrics bottle transmission, when the lyrics bottle spread hit the World Cup topic, that is, eggs touch stone, about the World Cup, the volume of discussion on the song is doomed to plunge the fate of the bottle. Relative to the 2013 nickname bottle, Coca-Cola lyrics The bottle has lost the dissemination of the three elements of the most important "weather" (the other two of course is "geography" and "People and"), lost the favorable timing, basically like two wings were cut off one, can no longer soar.

In fact, I have always been strange for a good at the spread of the timing, always innovative brand, why Coke does not conform to the trend to launch the "World Cup bottle"? If the Cola bottle is written on "Neymar", "Lionel Messi", "Luo Ben" and "Ernie", what kind of situation will Coca-Cola spread this summer? Of course, compared to the "lyrics bottle", "World Cup bottle" is difficult to achieve, but for a predictable outcome of successful transmission, what is the difficulty?

Lack of innovation

The creative industry is similar to the hardware industry, and it is an industry that needs constant innovation, even more. Last year, a bright idea to get today has been no longer attractive, the same one to bring the idea of surprise, the second time to do is no surprise, and the third time it may be a spit. For example, I do not think that the recent brush of the circle of Friends of the peach Gift is how good ideas, this idea in the Luo thought to sell mooncakes have been used once, not to mention the peach itself is also a copy of the Orange.

For the lyrics bottle, although it may be the planners of the creative, but in essence, because of last year's nickname bottle, lyrics bottles can only be called "new bottles of old wine", not to mention the new bottle is not at all a bright feeling. Just like the first quarter of China's sound blew up the net, and third-quarter influence has not been comparable with the first quarter, if Next summer, "xx bottle" again, I am afraid everyone is a little aesthetic fatigue.

For a world famous brand, Coca-Cola itself "easier" to make more people's good ideas, but this time, Coca-Cola did not do, and the nickname Bottle Battle, the lyrics bottle is really not successful. Let's wait for Coca-Cola's performance next summer.