李奥贝纳-雪碧提案

PSprite2001ActivationProgramPreparedbyLeoBurnett30October,2000ObjectivesSupportandbeinsynergywiththenewbrandpositioningTobeconsistentwiththecorebrandvaluesofSpriteTocreatesignificantimpactandcut-throughinthemarketplaceCreateotherformsofactivitiesapartfromtheplannedSpriteMusicChartandNBAroadshowsNewPositioningStatement雪碧，解渴够爽；无需花巧本来简单的事情用不着把它复杂化。喝汽水也一样，何必太多花巧，道理连篇。雪碧的柠檬口味，爽劲透心；透明的外表，晶亮凉快。带来彻底的舒爽感受。其实喝汽水解渴够爽就好。SpriteBrandValuesStraightForwardIndependentTrustworthycompanionHonestConfidenttomakeownchoiceComfortablewithwhotheyareSociableSpriteIntrinsicValuesRefreshingSoothingTransparent(crystalclear)BubblesThirstquenchingLemonlimeNaturalConsiderationsAsourcreativeconcepton“Nofuss,Straightforward”hasnotbeendevelopedyet,theideasinthisproposalhavebeendevelopedbasedonthebrand’sattitudeandorthebrand’sintrinsicvalues.Sh