李?yuàn)W貝納-雪碧提案.

1、PSprite 2001 Activation ProgramPrepared byLeo Burnett30 October, 2000CHINA / HONG KONGObjectivesSupport and be in synergy with the new brand positioning To be consistent with the core brand values of SpriteTo create significant impact and cut- through in the marketplaceCreate other forms of activiti

2、es apart from the planned Sprite Music Chart and NBA road showsCHINA / HONG KONGNew Positioning Statement雪碧，解渴夠爽；無(wú)需花巧雪碧，解渴夠爽；無(wú)需花巧 本來簡(jiǎn)單的事情用不著把它復(fù)雜化。喝汽水也一樣，何必太多花巧，道理連篇。雪碧的檸檬口味，爽勁透心；透明的外表，晶亮涼快。帶來徹底的舒爽感受。其實(shí)喝汽水解渴夠爽就好。CHINA / HONG KONGSprite Brand Values Straight Forward Independent Trustworthy companion H

3、onest Confident to make own choice Comfortable with who they are SociableCHINA / HONG KONGSprite Intrinsic Values Refreshing Soothing Transparent (crystal clear) Bubbles Thirst quenching Lemon lime NaturalCHINA / HONG KONGConsiderationsAs our creative concept on “ No fuss, Straight forward” has not

4、been developed yet, the ideas in this proposal have been developed based on the brands attitude and or the brands intrinsic values.Should the campaign feature a celebrity or “famous” achiever or personality it may gretaly affect the choice of programCHINA / HONG KONGProposed ideas Adventure Tour Loy

5、alty Program Simple-No Fuss Home Contest Indoor Ski Lucky Draw Outward Bound Sprite Green CampaignCHINA / HONG KONGProposed ideas Adventure Tour Loyalty Program Simple-No Fuss Home Contest Indoor Ski Lucky Draw Outward Bound Sprite Green CampaignPAdventure TourCHINA / HONG KONGThe ProgramOverall Mec

6、hanics Nationwide execution Three levels of promotion Secure media partner to create noise and extend the coverageThe Tour Pre set a starting and ending point Provide all basic necessities to the candidates Candidates to design how to complete their routeCHINA / HONG KONGThe ProgramChannel Specific

7、Recruitment centers at outlets Redemption centers during level two Conduct mini parties during level threeCHINA / HONG KONGLogisticsLevel One:Instant win - free SpriteRecruitment with proof of purchase in target channelsmail in self description and how you fit into the tourSet up collection boxes at

8、 retails to collect Level Two:Premium redemption with proof of purchaseCandidates selection for the tourCHINA / HONG KONGLogisticsLevel Three:Adventure TourTV/Print CoverageMini Partiesconduct at different channelssurprise visit by program MCinteractive games on spotPLoyalty ProgramCHINA / HONG KONG

9、The ProgramOverall Mechanics City level execution Point accumulation mechanics Products for redemption Tailor made high quality merchandise based on “NO FUSS” ideasclothinghome essentialsbathroom essentialsstationaryetc Farm trip Resort tripCHINA / HONG KONGThe ProgramChannel Specific Redemption cen

10、ter Display corner roadshow Theme parties in night outlets based on transparent themeCHINA / HONG KONGLogisticsLevel One:Instant win - free SpriteRing Pull collectionring pull printed with different values, consumer accumulate ring pull value to redeem their favorite merchandiseLevel Two:Merchandise

11、 redemption Merchandise display roadshowPSimple No Fuss Home ContestCHINA / HONG KONGThe ProgramOverall Mechanics Nationwide execution Consumer to sent in their home setting photos Invite famous interior designers to judgeChannel Specific Retail level sales promotion Lucky draw Transparent theme par

12、ties in night outlets CHINA / HONG KONGLogistics Level One:Consumer send in their entries with proof of purchaseJudging processLucky Draw Level Two:Advertorial to cover winning workLucky Draw PrizesHome Renovation by interior designer Furniture couponsPIndoor Ski Lucky DrawCHINA / HONG KONGThe Progr

13、amOverall Mechanics Nationwide Lucky Draw Theme “ Snow Ski in Hot Summer”Channel Specific Retail level sales promotion Theme parties in target channelsCHINA / HONG KONGLogistics Level One:Consumer send in their entries with proof of purchaseInstant Win - Free Sprite Level Two:Lucky DrawGrand PrizeA

14、two days indoor ski trip for winning couples Other Prizeoutdoor gearPOutward BoundCHINA / HONG KONGThe ProgramOverall Mechanics City level execution Two level promotionChannel Specific Recruitment Roadshow RedemptionCHINA / HONG KONGLogistics Level One:Consumer present proof of purchase to enter the

15、 programInstant Win - Free Sprite Level Two:winners can join the special design outward bound programPromotion redemption at channels suggested itemssurvival kitsoutdoor activities essentialsetc.PSprite Green CampaignCHINA / HONG KONGThe ProgramOverall Mechanics Tie in with the “Paint the town green” launch Ride on the National Tree Planting Day in all target cities Theme “Tree for your beloved”Channel Specific Retail level sales promotionCHINA / HONG KONGLogistics Level One:Consumer present proof of purchase to