赛百味正式版Subway China Branding Summer Campaign.docx

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1、SubwayChinaBranding&2021SummerCampaignPresentationDeckByCARNIVOuAIIconsumerproductsareworthredoing.n每一种消费品，都值得重做一遍。ThefounderofAfuEssentialOil,MengXing（flowername:雕爷）FoodographyFOOD-CARE&FOOD-TECH但1SW(三DCtrWgQD1.NeloD(三)fcfDl瓜IF函覆Mo疹吃的不仅是饭食品品牌崛起的底层逻辑已悄然巨变吃饭这件大事用#今天吃什么#就离阅图8乙讨论47.8万#每日三省吾身#干饭人日常#选择困难

2、#吃得新奇？吃得满足g吃出创意结*后吃出身份吃得健康TheyneverlosetheirenthusiasmforfoodTheyarealwaysthefirsttotrysomethingnewPushingbrandstoputoutflavorinnovationsFoodF1.AVORSTIMU1.ATION平淡生活中的口感刺激OnlyTheExtremeOfFlavorCan1.ureTheirTastebud渴望口感冲击挑拨味蕾神经FoodasEXCITINGEXPERIENCE让吃饭过程成为猎奇体验EnrichingConsumptionProcessViaSurprising

3、Experiences丰富进食过程融合新奇体验BlindboxandflavorinnovationbringthemasenseofsurpriseYoucanneverimaginewhattheywilleat-moresurprising,moreexciting,moreunknownandmoreadventurousFoodforSE1.FP1.EASURESCARE吃出自我愉悦和关爰BeautyFoodForSelfPleasure“NewFunctionalFoodForSelfCare高颜值美食愉悦自我新功能食物关爱自我Foodchoicesgoesfarbeyondits

4、flavorfunctionbutasachoiceforselfcare-eitherforpureaestheticpleasure(andpotentialsocialcurrencyvalue)orforholisticwellness,orsometimesbothcombined.FoodasIDENTITYNotChoosingTheFoodButAnIdentityAnd1.ifestyle我选择的不是食物而是生活方式OATSINSTANTNOOD1.ESODAWATERCEREA1.顺午典丫世代WHITE-CO1.1.ARGENZ年轻白领Z世代GENZ；WHITE-CO1.1

5、.ARZ世代健身瘦身党白领女性与/也国民实力麦片YOUNGWHITE-CO1.1.ARS学生党年轻白领TheMotherOfGenY丫世代妈妈GENZSCHOICEZ世代Blue-collar；students蓝领阶层;宿舍学生党好吃不胖奶茶级口感豫芥代售奶甘I6触装Comfirmation食物选择也是i身份认同JGenZ,sfoodpreferencegoesbeyondstomach-feedingtoreachingahigherlevelofSE1.F-ACTUA1.IZATIONPleasure情感的愉悦Currency社交话题Experience猎奇体验Identity身份认同1.

6、ifestyle生活方式SelfCare自我关爱ReflectingANEED-STATEEVO1.UTIONofFoodIndustryinChinaFUNCTIONA1.NEED功能饱腹期SOCIETA1.NEED与时俱进期INDIVIDUA1.NEED自我满足期MasterKongNationalchoiceforstomach-feedingStarbucksThethird-spaceSocialcommunityWONDER：1.AB#EMoTIONA1.P1.EASUREWONDER1.ABEatableaccessory/fashionchoiceMcDonaldzSFastf

7、oodforquickmealorgrabandgoHaidilaoHotPotSocialgathering/celebrationoccasion#UPGRADEDHEA1.THNEEDAHA/NE1.O/BUFFXFoodasnutrientsforselfcareandhealthQUAKERBasicchoiceofoatsforyourbreakfast.YiDianDianpioneerintheafternoonteabreakoccasion#1.IFESTY1.ESaturnbird/oatlyBrandasachoiceforsustainablelifestyleTOB

8、EBOTHTHEFRESHCHOICE”&A1.SOTHEFORMECHOICE”=INTRODUCINGA1.OVE-AT-FIRST-SightbrandRE1.AUNCHStrategicPropositionFRESHERThanFresh让新鲜，够新鲜Product-wiseHealthyyetdeliciouslysatisfyingTransparentpreparationHighqualityingredientsandfreshlybakedbreadConsumer-wiseCustomizablechoicestofitforallkindsofflavorprefer

9、encesandoccasionsAttitude-wiseToneofvoice:Energizing,connected,fun,reliableandboldFRESHERTHANFRESH让新鱼羊够新鱼羊Whowetalkto# 1.DRIVETRIA1.Frompotentialusers# 2.SWITCHINFromcompetitorusers# 3.GROWFREQUENCYfromcurrentusers25-35Healthrankingtopofhisherfood-choicedrivers.Careforwellnessandfitness.Financiallyc

10、apable.BRANDCHOICESElementfreshWagasBakerspice18-35Thecommonmass.Prefertasteoverhealth/nutrition/price.Enjoysimplepleasuresfromfood.BRANDCHOICESMcdonaId1SBurgerkingKFC18-25GenZ.Followthetoptrendinfoodmarket.Willingtobethefirsttotryoutandsharearound.BRANDCHOICES本土网红餐厅Heytea生活方式餐厅StarbucksReserve25-35

11、Freshasaconsiderationforfoodqualityandhealthyindicator.Meantimeconsideringgoodvalueformoney.BRANDCHOICESSubwayTOATTRACTXvisualtrade-upXconsumptionoccasionsiS,够有新鲜吃法PRODUCTINNOVATION让新鲜，够有新鲜味道CURRENTUSERSFreshasinTOGROW(basedonlifestyle)XfunctionalRTBXpairingoptions(useoffreshingredients)FRESHERTHANF

12、RESH让新鲜够新鲜HowwetalktothemTOSWITCHCOMPETITORUSERSr.一Freshasin&Q温OCCASIONINNOVATION04CREATIVE.GENZ到底爰玩什么梗？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。Themarketingbattleneedstobefoughtwithdexterity.AboutGENZEatingfastfoodisacommonthingforthem.吃快餐这件事对他们来说

13、就是稀松平常的事走过路过反正错过就错过Itsfineforthemthattheywalkby,passby,andmissit.Comeon主打薪!Self-mockeryself-deprecationEverythingcanlaughatitself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GivethemafocustheycanplaybetterthananyoneelseAvocadogreenself-deprecatingquotesgreenavocadoChallenge让新鲜够新鲜？什么是够新鲜?WhatdoesFRESHERTHANFRESHmean?就

14、是够野生lt,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,1.etthebrandandGENZbecometruebrothersandsistersinthissummer!Thelatestonlinelanguag