Coca-Cola Public Service Poster - Why is there a polar bear icon on the cans of Coke nowadays?

Sprite Profile and Details

Brand Profile

Sprite is a product of The Coca-Cola Company that was launched in 1961, and is currently the world's largest lemon-flavored soft drink brand. Sprite is currently sold in more than 190 countries around the world, and is currently the third largest soft drink brand in the world.

The past and present of Coca-Cola

Coca-Cola is one of the world's most recognized brands in China, and its range of products is very popular in the Chinese market. Coca-Cola offers Chinese consumers a choice of more than 50 beverages under more than 15 brands, and its range of products is consumed in China at a rate of 150 million cups per day. Since its return to China in 1979, Coca-Cola has invested more than US$9 billion by the end of 2014. Coca-Cola currently operates 43 plants in China and employs about 45,000 people, 99% of whom are local employees. Coca-Cola and its bottlers have a long history of supporting education and public welfare, promoting environmental protection and helping local communities, with donations totaling more than RMB 270 million. Coca-Cola is also the only company to sponsor all aspects of the Special Olympics, Olympic Games, Paralympic Games, World Expo, Universiade and Youth Olympic Games in China. 1886, Dr. John Pemberton from the U.S. state of George, stirred carbonated water and soda together to make a dark-colored syrup with refreshing, calming and headache-relieving effects, which is known as Coca-Cola. Coca-Cola. Initially, Coca-Cola was sold in drugstores, with the first serving costing 5 cents and selling an average of 9 bottles per day. Frank Robinson, John Pemberton's accountant, was inspired to name it after two ingredients in the syrup. These two ingredients are coca (Coca) leaves and cola (Kola) fruit. Robinson changed the K in Kola to a C for the sake of neatness, then added a horizontal stroke in the middle of the two characters and wrote the famous brand logo in Spencerian script.AsaCandlerAsa Candler tasted Coca-Cola and found it so delicious that he immediately bought his company from John Pemberton. Asa Candler was a visionary and a genius who understood marketing. Asa Candler invented coupons to attract more people to try Coca-Cola. He believed that if you drank Coca-Cola, you would like it. His judgment proved to be right, by 1900, every state in the United States, there are Coca-Cola in the sale. 1888, Asa Candler saw the market prospects of Coca-Cola, purchased its shares, and mastered all the production and marketing rights. Candler began to sell the liquid from which the drink was made to other pharmacies, and also began advertising on signs in train stations and town squares; by 1901, the advertising budget had reached $100,000. It was two American lawyers, Benjamin F. Thomas and Joseph B. Thomas, who made Coca-Cola a real success. They went to the office of Asa Candler, the owner of the Coca-Cola Company at that time, and proposed an innovative way of business cooperation, that is, the Coca-Cola Company sold them the syrup, and they invested in their own production companies and outlets, blending the syrup into water, bottling, selling, and producing according to the requirements of the Coca-Cola Company and the guarantee of quality.In 1899, they were granted their first assembly franchise at the price of one dollar. The Coca-Cola Company allowed them to utilize the Coca-Cola trademark to advertise this particular bottling system, and from then on the factories that produced Coca-Cola blossomed.

Brand History

The word "Sprite" is a phonetic translation of the English word "Sprite", which was originally translated as "monster" or "elf". The character of Sprite appeared frequently in Coca-Cola posters in the 1840s and 1850s. Sprite Boy had a boyish grin on his face and was always accompanied by twinkling stars, symbolizing his lively personality and the bubbles in Coke. The SpriteBoy has nothing to do with the familiar Sprite, a brand that was not introduced until 1961. As a beverage, the translation of "Sprite" is a painstaking one. Snow, with its chilliness, matches the refreshing taste of the soda; Bey, with its clear green color, matches the color of the bottle's outer packaging, which not only matches the perception of Chinese consumers, but also strengthens the brand's image. In the summer, this kind of drink name, listen to want to drink. This is not just a "word of gold", but a word of honor.

"Sprite", the parent company of Coca-Cola not only has strong financial strength, marketing the world up to more than 100 years of market experience and a number of absolute leading brands in the world beverage market; and "Sprite" drink in 1961 in the U.S. market, once launched, it has grown rapidly into one of the world's hot brands of the soda market, and today, "Sprite" revenue has accounted for Today, Sprite accounts for a large percentage of Coca-Cola's total revenue.

Coca-Cola took "Sprite" as the main strategic brand introduced into the Chinese market, and blended the traditional Chinese culture to translate it into "雪碧", which has the meaning of purity and coolness in the Chinese language, reminding people of a flurry of snow and a pool of clear blue water in the hot summer, which instantly gives them a sense of coolness and creates an "unstoppable temptation. Sprite" has always pursued a world-class celebrity endorsement strategy, Zhang Huimei, the world's diving queen Fu Mingxia and other successive interpretation of young, fashionable brand connotation, the advertising slogan "through the heart, the heart of the cooler," has become the young generation of the "ballad", its brand awareness is almost a household name, women and children know, "Sprite" has become a leading brand of lemonade soda market in China.

Main ingredients

Sprite mainly consists of: water, fruit grape syrup, sugar, food additives (carbon dioxide, citric acid, sodium citrate, sodium benzoate), food flavor.

Nutrition Facts

NRV*(%)

Energy

191KJ

2%

Protein

0g

0%

Fat

0g

0%

Carbohydrates

11g

4%

Sodium

19mg

1%

Sprite endorsement

In 1999, A-Mei endorsed Sprite.

In 2001, Fu Mingxia endorsed Sprite.

In 2002, Dewey To and Elva Siu endorsed Sprite.

Towards the end of 2003, Tao Chuangyan endorsed Sprite.

In 2005, Tao endorsed Sprite from Carbamylamine and friends.

In 2006, JJ Lin, se7en and Jie He endorsed Sprite.

In 2006-2007, Sprite was the title sponsor of the highly successful "Sprite My Show" on Oriental TV.

In 2007, Xue Zhiqian endorsed Sprite.

In 2008, JJ Lin and Jie He endorsed Sprite again, and Jay Chou joined the list of endorsers.

In 2008, Sprite was the title sponsor of Jiangsu Satellite TV's "Sprite Flying New Voices - Absolutely Singing & Famous Masters & Apprentices".

In 2009, Sprite once again joined hands with Jiangsu TV to create the 2009 "Sprite Flying New Voice - Absolutely Singing & Masters and Apprentices".

In 2010, Jay Chou and JJ Lin endorsed Sprite again, and Zhang Liangying joined the list of endorsers.

In 2011, basketball star Kobe Bryant and singers Jay Chou and JJ Lin endorsed Sprite.

In 2013, JJ Lin endorsed Sprite.

In 2015,JJ Lin and Jay Chou endorsed Sprite.

In 2016, Jay Chou endorsed it.

April 2018,Dili Jeba became the spokesperson of Sprite brand.

In 2020, Brilliance became the Sprite brand spokesperson.

In 2020, Mao Yiqiu, Liu Baxin, and the New Pants Band became the spokespersons of Sprite Cool.

Sprite China Spokesperson:JJ Lin,Jie He,SE7EN,BOSS,Aaron Siu,Shaohan Zhang,Minxia Wu,Jay Chou,JJ Lin,Jie He,Xue Zhiqian,Junjun,Haixiang Ma,Twins,Dirie Reba,Brilliance Hu.

Eating Methods

Best Drinking Methods

Cooler Ice Cooler:Sprite with Lemon - an enjoyment that goes beyond the palate.

Birthright: Sprite with Mint - a refreshing lemon flavor with a hint of mint, a refreshing and invigorating drink.

Cool summer: Sprite with ice - the best summer drink

Other drinks

Oranges

This refreshing summer lemon yellow may become your new favorite drink. The sweetness of Minute Maid's orange juice and the lively taste of Sprite are familiar and surprising. Imagine a summer night when all the stars are falling around you, twinkling gently.

Ingredients:

1. half a glass of OJJ

2. half a can of Sprite

3. soda water

4. half a cup of ice

5. 1 lemon slice

Sprite anecdote

Chinglish:

Smaller Sprite="20thsolartermbl". 20thsolartermblue

Small snow=20thsolarterm 20th solar term (the twentieth of China's 24 solar terms is indeed small snow)

Bi=blue

Xiao Ding's work "Immortal Exorcism," the two women are called: Lu Xueqi and Baguio respectively, netizens jokingly referred to as the "Xuebi. Activity

Win LOL skin

May 28, 2016, Tencent game "League of Legends" (referred to as: LOL) and Sprite brand in Shanghai Hongqiao Tiandi Performing Arts Center formally announced that the 2016 in-depth strategic cooperation. Sprite will not only become the chief sponsor of the League of Legends league system, but will also make concerted efforts in joint brand marketing and promotion to expand and deepen the League of Legends tournament system in China*** together. The "League of Legends" and Sprite hand in hand, in terms of the scale and depth of cooperation, have set a new high in the cooperation between the e-sports industry and the traditional FMCG industry.

August 15, 2016, Sprite "League of Legends" Fifth Anniversary Celebration - source plan *** version of the bottle will be officially put on sale, the sale of the three *** version of the bottle, is in the "heroes together refreshing summer" activities, voted on by the players, respectively, for Yasso, hijacking, Lucian.

Win Youku Membership, Smart TV

March 17, 2017 to May 15, 2017, the Sprite brand, in conjunction with Youku and Micro Whale, hosted a surprise event, during the campaign period, the purchase of designated brands and specifications of the product, through the scanning of the QR code of the product, or other means to participate in the lucky draw, the chance to win all kinds of Youku gold membership card.

Such as in the same period every day 18:00-23:00 hours to participate in the lucky draw, there is a chance to win the micro whale 40-inch W40D intelligent TV set.

Jointly launched Sprite - hero bottle

June 3, 2017, Sprite and "King of Glory" jointly held a conference, officially announced that the two sides reached a cooperation. Sprite invested 1 billion bottles in the market with the image of the hero of "King of Glory" - Sprite - Hero Bottle.

Launch of New Year's packaging

Sprite launched its New Year's packaging on the eve of the 2018 Chinese New Year. Slogans such as "Happy Everything", "New Year's Day", "666 Yearly Renewal" and "Five Fortunes 233" appeared on the bottle. Consumers can use Alipay to scan the bottle's "Cool New Year" characters to summon a New Year's Eve dance.

Reveal the lid prize promotional activities

In March 2018, Sprite launched the reveal the lid prize promotional activities, consumers buy Sprite promotional packaging gold cap products, cell phone scanning bottle cap QR code can draw prizes. The prizes included vivo cell phones and Tencent video membership cards.

Sprite New Fiber+

In March 2018, the new Sprite Fiber+ went on line with a fresh lemon flavor, cool taste, zero sugar and zero calories. A 500ml bottle of Sprite Fiber+ contains 7.5g of dietary fiber, which can provide 30% of an adult's daily dietary fiber needs, helping to maintain normal intestinal function.

Sprite's "Cool Legion" packaging

In May 2018, Sprite launched the "Cool Legion" new packaging, consisting of five styles: "Leader," "Smart Star," "Muscle Man," "Cool Girl," and "Lucky Man.

2019 New Year Campaign

Sprite launched New Year packaging on the eve of the 2019 Lunar New Year. Consumers can scan the slogan on the bottle with Alipay AR to participate in Sprite's New Year activities and win gifts. At the same time, Sprite also launched a New Year's advertisement with rapper Li Jialong, inviting everyone to be cool with the New Year.

ThirstDay Interactive Activity

In March 2020, Sprite officially announced a new brand manifesto, in which Brilliance as the spokesman for Sprite, not easy, Liu Baxin, New Pants became the spokesman for Sprite cool. The official microblogging ThirstDay Thursday interactive activities, users only need to forward the activity with the topic and reply to the favorite song list songs in the comment area, you will have the opportunity to unlock the star benefits. In addition, the spokesperson version of the Sprite amplified cans are also on the market. Scanning the QR code of the cans with your cell phone can unveil the spokesperson's mysterious song list, and scanning the QR code of the Sprite classic cans can also reveal the spokesperson's exclusive colorful egg video.

Brand Honors

In January 2020, Sprite ranked 384th on the 2020 list of the world's 500 most valuable brands.

Why does a can of Coke now have a polar bear icon?

It's a public service campaign to protect

polar bears

Coca-Cola dresses up for the public good

For Coca-Cola, polar bears are more than just naive Arctic bullies - the cute creatures have been featured in Coca-Cola's advertisements many times, and have even become one of the major reasons for their popularity around the world.

The polar bear first appeared in Coca-Cola's print ads in France in 1922, and has made occasional appearances since then. It wasn't until 1993,

that Coca-Cola

faced with an advertising campaign that was losing its originality and falling into staleness, approached New York-based CAA, a leading think-tank, and with their help they launched the "AlwaysCoca-cola" series of advertisements. The campaign includes 27 spots with different designs and styles, each targeting a different consumer group. One of the spots, "Northern Lights" (

Northern Lights

), is even more impressive: a white polar bear walks up to a group of fellow polar bears in Iceland, a small group of people in the middle of the country. Polar bears walked to a group of his own kind, quietly sat down, seemingly waiting for something, suddenly, the sky appeared a bright aurora borealis, polar bears raised their palms in the Coca-Cola bottle, brushed a drink, and issued a satisfied sigh "mu ~ ~", but also showed a little "playful" smile! "The polar bears in the ad are close to the real thing. The polar bear in the ad is an animated image close to the real animal, and since then it has become Coca-Cola's most popular symbol.

Over the next few months, the bears were given a new assignment, as the beverage giant teamed up with the World Wide Fund for Nature (WWF) in hopes of helping it raise millions of dollars for polar bear conservation programs.

Talking about the origin of this cooperation, PioSchunker, senior vice president of integrated marketing for Coca-Cola, revealed that MFF Films (MacGillivrayFreemanFilms) has been filming a polar bear documentary in the Arctic for the past few years, and that the company had contacted Coca-Cola to ask for its cooperation, and since then, Coca-Cola and its creative agency, Coca-Cola, have been working together on a project to protect the polar bears in the Arctic. From there, Coca-Cola and its creative agency, Leo Burnett, began planning a specific promotional strategy. "To that end, we terminated our ongoing TV campaign so that we could integrate the MFF movie into our TV commercials when it was finished and distribute it to the public via the Internet, etc.," Schunker says. Schunker said, "We've made a conscious effort to differentiate the real polar bears from our animated polar bears to make it clear that this effort is about helping WW protect polar bears."

MFF Films, in partnership with

Warner Bros.

and IMAX***, one of the world's leading entertainment technology companies, is working on the ongoing 3D film

To The Arctic3D, scheduled to hit theaters in 2012, with a 30-second TV commercial based on footage from the film. A 30-second TV commercial based on the film footage began running on Nov. 14, along with several 15-second ads and videos that introduce consumers to different aspects of the campaign.

The campaign, called "ArcticHome," has been in the works for 18 months and has been integrated into all of Coca-Cola's product lines, according to Katie Bayne, president and general manager of Coca-Cola Aerated Beverages. A new Web site has been launched for the purpose, featuring a number of short 3-D videos of real polar bears being tracked by photographers in the wild and captured as they live. Other channels such as

Times Square

electronic billboards, cell phones,

tablets

, social media, in-store posters and traditional media all switched to Arctic-inspired ads in conjunction with the campaign.

But the most intuitive carrier is still the product packaging. More than 140 million Coke cans from Europe's top design firm TurnerDuckworth have been released to the Canadian and U.S. markets since Nov. 1 in quantities designed to generate large-scale attention and national excitement, according to the company. The Coca-Cola cans, which feature a mother bear and two cubs on a white background, not only spread the word to consumers about the importance of protecting the polar bear's habitat, but for every can purchased they will also be able to donate $1 to WWF, with sales continuing through February 2012, according to the company. In addition,

North America

will see a new white cap on bottled Coke, Diet Coke, Coke Zero,

Sprite

, Nestle, Minute Maid and other Coca-Cola brands.

This is a prime time for sales before the holiday season, and Coca-Cola has found through surveys that many parents want to take advantage of the holiday season to teach their children about giving back to the community. According to Bayne, the biggest difference in this campaign is the variety of participation channels. For example, the company also agreed with mobile carriers to lower the minimum text message donation from $10 to $1 to bring more attention to polar bear protection.

Source: Advertiser - Market Watch

What kind of artistic effect can make public service posters cause the viewer's ****ing?

Posters of the form of beauty depends on a variety of functions, determined by the function, therefore, to grasp the aesthetic characteristics of posters should be examined from the posters of the various functions of the advertisement. Accordingly, the posters of advertising aesthetic features should be the following aspects:

One of the authenticity. The basic condition of the value of the beauty of the posters is true, posters ads in the real and credible basis, the more beautification, the more can get the sense of beauty. If overstated, or even deceive consumers, the more beautification, the more people feel ugly.

The second is compelling. Poster ads can attract the attention of consumers is a key, if the posters can not be compelling, it should be recognized that consumer demand is first of all the use of commodities, posters compelling artistic treatment must be associated with the use of functionality, the role of such associations must be the use of commodities itself.

Third, in order to make the posters compelling, but also must pay attention to the psychological characteristics of information transfer, the scientific nature of posters. Such as: people in normal circumstances (such as sunny weather, people walking) to receive billboard advertising information is about 25 bits / second (bit - information unit). Coca-Cola billboard ads only a few words on the name of the brand, the amount of information is only 10 bits / second, has been much lower than the normal amount of information received. This is because the designer took into account that Americans generally go out by car, the passenger's acceptance of the message must be less than the pedestrian's acceptance of the information. Coca-Cola poster designers are well considered this problem, so that the design of the posters can make a strong impression on consumers. Foreign advertising psychologist Lukowsi has done such an experiment, less than 6 words of the advertisement title, readers remember 34%, while more than 6 words of the advertisement title, readers remember only 13%. These problems are posters designers should take into account. In short, the amount of information on the billboard advertisement should be concise, moderate and stop.

The fourth is artistic, billboard advertising to achieve a good aesthetic effect, must attach great importance to a variety of artistic expression. Such as: in the posters of the language of the art of language processing, to strive for accurate, vivid and concise, and pay attention to its image. Poster copy writing according to the different needs of different genres, generally divided into the rational appeal of the text and heavy in the emotional appeal of the text of the two categories. Rational appeal of the copy is to use "metaphorical reasoning" method to persuade consumers, such as brief body, news, thesis, question and answer body, certificate body, etc.; emotional appeal of the copy should be used to describe the body, humor, fiction, drama, poetry and so on. In the poster advertising picture processing, based on the conveyance of commodity information on the different needs and the use of different methods of expression, including realism, contrast, exaggeration, allegory, metaphor, cartoon method, systematic method, traditional decorative method, etc.

First of all, the role of the poster to convey the information to promote publicity to affirm its special form. It is different from the shelf paintings or prints, it requires a clear, concise and clear, so that people in a split second, a certain distance away from the publicity to see things clearly. In order to achieve this purpose, publicity paintings often take a series of assumptions, highlighting the key points, deleting minor details, details, and even the background, and can be different proportions, the activities that occur in different time, space, combined together. And often use symbolism, inspire people's imagination. Therefore, its conception should be able to overload the reality, the composition should be generalized and concentrated, the image should be concise and exaggerated, and the strong and vivid colors should be used as a method to express the things to be advertised in a prominent and eye-catching way, to express the intrinsic connection between things, to give the picture a wider meaning and to make people associate with a wider life in the limited picture, and to feel the new significance. In these aspects, traditional Chinese aesthetics can provide designers with a lot of nutrients.

For example, the idea of "one for ten", "less for more" refinement, composition, "counting white as black", "no paintings everywhere into a wonderful place" simplicity, "sparse can walk the horse, close to impermeable" contrast, "like and not like the image of exaggeration, are our ancestors left us a valuable treasure, has been fully embodied in China's billboard art in the design. (4) Hong Kong's famous graphic design master Kan Tai-keung, created a large number of cultural posters. He believes that there are three principles of beauty: intention - the idea first, the shape of God; innovation - to inherit the first and the next, the old and the new; live - suitable for use, flexible and vivid. This actually emphasizes the philosophical thought of Laozhuang, as well as the expressive mood of Chinese landscape painting. He advocates the integration of the essence of traditional Chinese culture into modern Western design concepts. This idea is reflected in many of his works without exception. In his poster design "Self-contained" series, he utilizes the Chinese ink painting technique and combines it with the special mechanism effect of modern technology, which is modern without losing the tradition. In the international "water" theme poster art exhibition, "water - life - culture" poster graphic works, the extremely strong national decorative stylized graphic image as the background of the whole work, with rich and appropriate defocusing treatment, the whole picture with black and white color to artistic expression, the formation of the shape and color of the visual effect of the antithesis and coordination, conflict and fusion, to construct a picture of a specific cultural scene with a visual impact in China. The 2008 Olympic bid logo can be said to be a good example, the whole logo shape is not a direct borrowing of the traditional shape, but the use of the unique Chinese between the similarity and the similarity of the pictorial approach, aptly conveying the "Chinese knot" and "athletes" two imagery. The logo not only reflects the unique aesthetic flavor of Chinese culture, but also has been recognized by the world.

As I said before, poster belongs to "instant art". Good posters to do not only to let people "at a glance" but also to do people "at first sight", attracted by it, after looking around, leaving a deeper impression. This requires posters have a superb conception. Any art, can not explain everything, especially like posters this special form of art, in the limited time and space conditions, can make people unforgettable, evocative, it is necessary to do "fewer than many" "one for ten". (3) Of course, there is still an audience that demands art to narrate everything, and it is as unrealistic to put forward the requirement of multiple paintings to posters as it is to put forward the requirement of serial paintings to sculptures, or the requirement of multiple scenes to quick panels. With less with more" and "from the other" is the sign of artistic skill, especially poster art, it can only be from a certain side of life rather than from all sides to reproduce reality. Any image is only a part of the whole, the important thing is, can summarize the other parts. Posters are often full of face close-ups, a pair of hands, a pair of eyes, a dynamic, an expression, as long as it is to choose the most representative of the phenomenon, and focus on some of its characteristics, it can constitute a "simple and concise" good works. Despite the simplicity of the composition, it is required to show a certain mood that can attract people. In the "mood", the essence of the objective part of the object has been centralized, to achieve a blend of circumstances, can pull people to a certain mood, a certain experience, a certain association. A scholar in the Qing Dynasty said that a painting "is not as good as it is loved, but as good as it is thought". Good posters to be able to fascinating, evoke associations, arousing people's good wishes, the expression of the mood, there must be means, we call it "artisan". The word "artisan" has a derogatory meaning in the minds of artists, such as "artisanal". But also has a positive meaning, such as "craftsmanship", that is, people did not think of, you think of it. Craftsmanship" is the artist's special means of processing objective things, processing means of high and low, to a certain extent, the author of the artistic achievements of high and low. The Tang Dynasty poet Du Fu said, "the intention of the craftsman in the miserable management", "the words are not shocking death", indicating that the creation of artistic mood must have "intention of the craftsman" painstakingly." Idea of the craftsman" is specifically the selection of materials (first take the most elite part), tailoring (decontamination of the clear), exaggeration (emphasizing the characteristics of the image), management position (composition), performance (option with the appropriate techniques), and all of which is precisely the main means of our country Poster designers conceptualization.