赛百味品牌塑造夏季战役 Subway China Branding & Summer Campaign
SubwayChinaBranding&SummerCampaignPresentationDeck ByCARNIVO “Allconsumerproductsareworthredoing.” “每一种消费品，都值得重做一遍。” ThefounderofAfuEssentialOil,MengXing（flowername:雕爷） 食品品牌崛起的底层逻辑已悄然巨变 #每日三省吾身##干饭人日常# #选择困难# 吃得新奇❓ � � 吃得满足吃出创意 � 吃出谈资 纠结背后 吃出身份� � � 吃得刺激吃得健康 OnlyTheExtremeOfFlavorCanLureTheirTastebud 渴望口感冲击挑拨味蕾神经 KFC 麻辣香锅风味堡 GelatoDalCuore 葱油拌面冰淇淋 雪花啤酒“小啤汽”碳酸饮料 乐乐茶 “可以吸的青团” TheyneverlosetheirenthusiasmforfoodTheyarealwaysthefirsttotrysomethingnewPushingbrandstoputoutflavorinnovations EnrichingConsumptionProcessViaSurprisingExperiences 丰富进食过程融合新奇体验 好丽友 新年许愿系列盲盒 木马通话黑暗餐厅摸黑用餐感受黑暗世界 钟薛高×泸州老窖“断片”白酒雪糕 失重餐厅未来感十足 Blindboxandflavorinnovationbringthemasenseofsurprise Youcanneverimaginewhattheywilleat-moresurprising,moreexciting,moreunknownandmoreadventurous BeautyFoodForSelfPleasure “NewFunctional”FoodForSelfCare 高颜值美食·愉悦自我新功能食物·关爱自我 McDonald’s 荷包蛋拿铁 WonderLab 助眠夹心软糖 汉口二厂玻尿酸气泡水 Foodchoicesgoesfarbeyonditsflavorfunctionbutasachoiceforselfcare–eitherforpureaestheticpleasure(andpotentialsocialcurrencyvalue)orforholisticwellness,orsometimesbothcombined. NotChoosingTheFood ButAnIdentityAndLifestyle 我选择的不是食物而是生活方式 OATSINSTANTNOODLESODAWATERCEREAL TheMotherOfGenY Y世代妈妈 Blue-collar；students 蓝领阶层；宿舍学生党 GenYY世代 GenX；townYouthX世代长辈小镇青年 GENZ；WHITE-COLLAR Z世代健身瘦身党白领女性 GENZ’SCHOICE Z世代 WHITE-COLLARGENZ 年轻白领Z世代 YOUNGWHITE-COLLARS 学生党年轻白领 SelfCare 自我关爱 GenZ’sfoodpreferencegoesbeyondstomach-feedingtoreachingahigherlevelofSELF-ACTUALIZATION Pleasure 情感的愉悦 Currency 社交话题 Experience 猎奇体验 Identity 身份认同 Lifestyle 生活方式 ReflectingANEED-STATEEVOLUTIONofFoodIndustryinChina 01 FUNCTIONAL NEED功能饱腹期 SOCIETAL 02 NEED与时俱进期 INDIVIDUAL 03 NEED自我满足期 MasterKongNationalchoiceforstomach-feeding McDonald’s Fastfoodforquickmealorgrabandgo QUAKER Basicchoiceofoatsforyourbreakfast. Starbucks The“third-space”Socialcommunity HaidilaoHotPotSocialgathering/celebrationoccasion YiDianDian pioneerintheafternoonteabreakoccasion #EMOTIONALPLEASURE WONDERLAB Eatableaccessory/fashionchoice #UPGRADEDHEALTHNEED AHA/NELO/BUFFX Foodasnutrientsforselfcareandhealth #LIFESTYLE SATURNBIRD/OATLY Brandasachoiceforsustainablelifestyle TOBEBOTHTHE“FRESHCHOICE”&ALSOTHE“FORMECHOICE” =INTRODUCINGALOVE-AT-FIRST-SIGHT BRANDRELAUNCH StrategicProposition FRESHERThanFresh 让新鲜,够新鲜 reason-to-believe Product-wise HealthyyetdeliciouslysatisfyingTransparentpreparationHighqualityingredientsandfreshlybakedbread Consumer-wise Customizablechoicestofitforallkindsofflavorpreferencesandoccasions Attitude-wise Toneofvoice: Energizing,connected,fun,reliableandbold FRESHERTHANFRESH让新鲜够新鲜 WHOWETALKTO #1.DRIVETRIAL Frompotentialusers Seekers 18-25 GenZ.Followthetoptrendinfoodmarket.Willingtobethefirsttotryoutandsharearound. BRANDCHOICES 本土网红餐厅Heytea 生活方式餐厅StarbucksReserve Trend #2.SWITCHIN Fromcompetitorusers 18-3525-35 Thecommonmass.Healthrankingtopofhis/herPrefertasteoverfood-choicedrivers.Careforhealth/nutrition/price.Enjoywellnessandfitness. simplepleasuresfromfood.Financiallycapable. BRANDCHOICES Mcdonald’sBurgerkingKFC BRANDCHOICES ElementfreshWagas Bakerspice HealthyExpert TasteAddict #3.GROWFREQUENCY fromcurrentusers 25-35 Freshasaconsiderationforfoodqualityandhealthyindicator. Meantimeconsideringgoodvalueformoney. BRANDCHOICES Subway FreshLovers FRESHERTHANFRESH让新鲜够新鲜 HOWWETALKTOTHEM TOATTRACT Freshasin COMMUNICATIONINNOVATION 让新鲜，够有新鲜感觉 ALUSERS *POTENTI MoreToEmotionalNeed Xcustomization Xpassionpointsco-op/co-branding (fashion/e-gaming/etc.) Xvisualtrade-up TOSWITCH TOGROW Freshasin PRODUCTINNOVATION 让新鲜，够有新鲜味道 Freshasin OCCASIONINNOVATION 让新鲜，够有新鲜吃法 USERS *CURRENT PETITORUSERS *COM MoreToSocietalNeed Xconsumptionoccasions (basedonlifestyle) Xpairingoptions MoreToFunctionalNeedXproductinnovationsXfunctionalRTB (useoffreshingredients) 04 CREATIVE. GENZ到底爱玩什么梗？ 真的是品牌难以突破的事情吗？ WhatdoesGanzlike？ Isitreallyhardforbrandstobreakthroughthesethings? 这场营销仗 打起来要巧劲儿。 Themarketingbattleneedstobefought withdexterity. AboutGENZ “ Eatingfastfoodisacommonthingforthem. 吃快餐这件事对他们来说就是稀松平常的事 ” 走过路过反正错过就错过 Comeon主打新鲜的赛百味， 怎能不懂年轻新潮胃！ It’sfineforthemthattheywalkby,passby,andmissit. Self-mockery self-deprecation Everythingcanlaughatitself 爱自嘲 敢自黑 万物皆可嘲 给TA一个着力点玩得比谁都还要六 Givethemafocustheycanplaybetterthananyoneelse Thisavocadoistoogreen…… Hey, 这抹牛油果有点绿啊... 牛油果绿的自嘲语录- Avocadogreenself-deprecatingquotes 没有牛油果的夏天不是夏天 没绿过的青春，少点颜色和故事 基金绿了一整片，绑死了笑一笑也无妨 Challenge 让新鲜够新鲜？什么是够新鲜？ WhatdoesFRESHERTHANFRESHmean？ 新 鲜 感 就是够野生 It'swildenough！ BigIDEA 这个夏天Subway把自己绿了 Subwayturned“green”thissummer. 野生事件开场，透过牛油果三明治夹着的那抹绿为出发点， 话题炒热后品牌跟上促销玩法，和GenZ在这个夏天成为真正的兄弟姐妹！ Beginwithawildevent. Usingthegreenontheavocadosandwichasastartingpoint,Whentheconversationgetsheated,brandsfollow, LetthebrandandGENZbecometruebrothersandsistersinthissummer! Thelatestonlinelanguage：韭零、韭五后 新晋网络名词：韭零、韭五后。 这届年轻人爱搞基 Ganzlikesfunds 基金大盘绿油油的一片，无可奈何所以哭笑不得 与GenZ并绿｜Branding 绿绿得正，解不开他的绿，但为TA的虑，雪中送炭 ThebrandgoesgreenwithGANZ campaginbigidea 这个夏天Subway把自己绿了？ Product|新品牛油果三明治 网红食材，面包里夹着一抹绿油油的牛油果。 Therew
