<p><strong>即刻“濃”一下！</strong><strong>這是10月17日，星巴克在中國推出了全新的"濃"系列奶咖飲品特別設(shè)計(jì)的小紙杯文案！
</strong><i/>星巴克中國，贊1681</p><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-d6e72a4b4d202941.jpeg" img-data="{"format":"jpeg","size":45823,"width":953,"height":1160,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p/><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-4a8cbf5c21dd57ee.jpeg" img-data="{"format":"jpeg","size":141688,"width":1080,"height":1282,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p>第一眼瞅到這小綠杯，作為俺這個年紀(jì)的“油膩”大叔一眼就動心咧！這款小綠杯采用鮮明的亮綠色作為底色，白色的無襯線字體，與過去的星巴克傳統(tǒng)紙杯區(qū)別定位不同，更顯年輕、輕松、隨意！
</p><p><strong>1</strong><strong/></p><p>
</p><p><strong><strong>新小綠杯包裝到底討好誰？</strong></strong>
去過星巴克的朋友都知道，星巴克主打咖啡包裝一直是白色瓶身+魚尾女妖Logo，相比傳統(tǒng)紙杯，新推出的小綠杯在視覺上有三個顯著差異：
</p><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-8a4b000f9e289bcb.jpeg" img-data="{"format":"jpeg","size":48845,"width":1076,"height":1332,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p><strong>1.首先是色調(diào)上：</strong><strong>
</strong>它選用了更明快的亮綠色底色，與星巴克咖啡師的綠圍裙呼應(yīng)，使其與星巴克服務(wù)和優(yōu)質(zhì)屬性相關(guān)聯(lián)，給人一種似曾相識熟悉又驚喜的感官體驗(yàn)！
</p><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-465a780f2c97655d.jpeg" img-data="{"format":"jpeg","size":224864,"width":1080,"height":1619,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p/><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-e2d7bbc682df932a.jpeg" img-data="{"format":"jpeg","size":156663,"width":1080,"height":1619,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p><strong>2.其次是包裝構(gòu)圖上：</strong>
作為星巴克咖啡主體載體，咖啡的杯子承載著品牌形象和顧客的使用體驗(yàn)，這次小綠杯去掉了傳統(tǒng)的Siren女神標(biāo)識，采用亮綠底大白字的配色，讓星巴克的品牌名稱更加突出和易于辨識；
</p><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-6b0df37942b4df95.jpeg" img-data="{"format":"jpeg","size":67437,"width":1080,"height":1282,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p><strong>3.再是字體應(yīng)用上：</strong><strong/>
采用簡潔、干凈的無襯線字體，簡單、干凈、舒適，除了英文Starbucks，無其他任何元素，干凈得像7月底的深圳灣海面，陽光明媚海面極度溫馨舒適！更符合現(xiàn)代感和年輕人的審美喜好！

</p><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-0f1f7c2e284405fc.jpeg" img-data="{"format":"jpeg","size":22396,"width":990,"height":414,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p><strong>4.最后是文案上：</strong>
星巴克陳述上新\濃/系列包含4款口味，分別為可芮朵、紅絲絨可芮朵、可可奇諾和濃椰馥芮白，在公眾號/小程序商城上，多次出現(xiàn)“濃”一下 文案，讓人印象深刻?！皾狻蔽谋?，本是形容詞，這里當(dāng)動詞用，是指令也是號召行動，起到很好的促單效果！</p><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-9b6e72b7428167aa.jpeg" img-data="{"format":"jpeg","size":57587,"width":953,"height":1430,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p><strong>小結(jié)：</strong><strong/><strong>拋開品牌資產(chǎn)不說，新綠杯包裝延續(xù)了星巴克的品牌綠，用大片亮綠底反襯白色的Starbucks文字，反差互襯，極致的簡潔，體現(xiàn)了年輕、時尚、簡單！拿出去，整個咖啡杯也是很有辯識度！迎合了年輕人的審美和喜好，把年輕人喜歡的簡單隨意個性、消費(fèi)方式統(tǒng)統(tǒng)濃縮在這個小綠咖啡杯上！ </strong>在產(chǎn)品體驗(yàn)上，星巴克還特地設(shè)計(jì)了“<strong>熒綠隨行杯</strong>”，吸睛設(shè)計(jì)，材質(zhì)輕盈，小巧精致，輕松放進(jìn)包包，更有撞色杯套及背帶，方便隨身攜帶?；钌脑僭煲粋€簡單、輕快、隨意的年代人消費(fèi)方式！</p><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-64597e50b821b180.jpeg" img-data="{"format":"jpeg","size":111346,"width":952,"height":1638,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p/><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-a3a150f8743e52f2.jpeg" img-data="{"format":"jpeg","size":121052,"width":956,"height":1333,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p/><div class="image-package"><img src="https://upload-images.jianshu.io/upload_images/19144335-acddd19b803c1f66.jpeg" img-data="{"format":"jpeg","size":89317,"width":741,"height":1024,"space":"srgb","channels":3,"depth":"uchar","density":72,"chromaSubsampling":"4:2:0","isProgressive":false,"hasProfile":false,"hasAlpha":false}" class="uploaded-img" style="min-height:200px;min-width:200px;" width="auto" height="auto"/>
</div><p>
</p><p><strong>2</strong><strong/></p><p>
</p><p><strong><strong>是破圈還是對標(biāo)瑞幸進(jìn)軍年輕人？</strong></strong>
通過這個新包裝推出，星巴克向消費(fèi)者傳達(dá)了新品“濃”系列的定位和新包裝形象，瞄準(zhǔn)了喜歡簡單、隨意、輕松的年輕群體，這個群體可能是剛剛接觸咖啡的年輕人，他們對咖啡體驗(yàn)沒那么多要求和講究，他們也不是以前的城市小資和中產(chǎn)階級，而是喜歡簡單方式的年輕人！很明顯星巴克正在破圈進(jìn)軍這個年輕群體，用新產(chǎn)品新包裝新生活方式獲得他們青睞，這也解釋為什么他們選擇推出和瑞幸主打的奶咖飲品而不是傳統(tǒng)的美式咖啡，因?yàn)楝F(xiàn)在的年輕人更習(xí)慣于各種新茶飲和奶茶式咖啡！<strong>對于星巴克來說，小綠杯的推出和產(chǎn)品策略是為了在年輕消費(fèi)者中與中國本土的瑞幸等大眾咖啡品牌競爭，通過產(chǎn)品新的包裝形象，向這個年輕的消費(fèi)者群體傳達(dá)了新品的定位和調(diào)性。</strong><strong>然而，是否能真正打動年輕人還需要市場驗(yàn)證！</strong><strong>全文完。</strong><strong>
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