赛百味正式版Subway China Branding Summer Campaign

SubwayChinaBranding&2021SummerCampaignPresentationDeckBy

CARNIVO“All

consumer

products

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worth

redoing.”“每一种消费品，都值得重做一遍。”ThefounderofAfuEssentialOil,MengXing（flowername:雕爷）食

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经KFCGelatoDalCuore乐乐茶雪花啤酒麻辣香锅风味堡葱油拌面冰淇淋“可以吸的青团”“小啤汽”碳酸饮料TheyneverlosetheirenthusiasmforfoodTheyarealwaysthefirsttotrysomethingnewPushinbrandstoputoutflavorinnovationsEnrichingConsumptionProcessViaSurprisingExperiences丰

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验好丽友钟薛高×泸州老窖“断片”白酒雪糕木马通话黑暗餐厅失重餐厅新年许愿系列盲盒摸黑用餐

感受黑暗世界未来感十足BlindboxandflavorinnovationbringthemasenseofsurpriseYoucanneveimaginwhathewileamoresurprising,moreexciting,moreunknownandmoreadventurousBeautyFoodForSelfPleasure“NewFunctional”FoodForSelfCare高

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我McDonald’s汉口二厂WonderLab荷包蛋拿铁玻尿酸气泡水助眠夹心软糖Foodchoicesgoesfarbeyonditsflavorfunctionbutasachoiceforselfcare–eitherforpureaestheticpleasure(andpotentialsocialcurrencyvalue)orforholisticwellness,orsometimesbothcombined.NotChoosingTheFoodButAnIdentityAndLifestyle我

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式OATSINSTANTNOODLESODAWATERCEREALBlucolla；students蓝领阶层；宿舍学生党GenY世代Gen；townYouth世代长辈

小镇青年TheMotherOfGenYY世代妈妈YOUNGWHITCOLLARSWHITCOLLARGENZGENZ’SCHOICEGENZ；WHITCOLLAR学生党

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白领女性GenZ’sfoodpreferencegoesbeyondstomach-feedingtoreachingahigherlevelofSELF-ACTUALIZATIONPleasureCurrencyExperienceIdentityLifestyleSelf

Care情感的愉悦社交话题猎奇体验身份认同生活方式自我关爱ReflectingANEED-STATEEVOLUTIONofFoodIndustryinChina01

02

03FUNCTIONALSOCIETALINDIVIDUALNEED功能饱腹期NEED与时俱进期NEED自我满足期#EMOTIONALPLEASUREWONDERLABEatableaccessory/fashionchoiceStarbucksThe“third-space”SocialcommunityMasterKongNationalchoiceforstomach-feeding#UPGRADEDHEALTHNEEDAHA/NELO/BUFFXFoodasnutrientsforselfcareandhealthMcDonald’sFastfoodforquickmealorgrabandgoHaidilaoHotPotSocialgathering/celebrationoccasionYiDianDianpioneerintheafternoonteabreakoccasionQUAKERBasicchoiceofoatsforyourbreakfast.#LIFESTYLESATURNBIRD/OATLYBrandasachoiceforsustainablelifestyleTOBEBOTHTHE“FRESHCHOICE”&ALSOTHE“FORMECHOICE”=INTRODUCINGALOVE-AT-FIRST-SIGHTBRANDRELAUNCHStrategicPropositionFRESHER

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eProduct-wiseConsumer-wiseAttitude-wiseHealthyyetdeliciouslysatisfyingTransparentpreparationHighqualityingredientsandfreshlybakedbreadCustomizablechoicestofitforallkindsofflavorpreferencesandoccasionsToneofvoice:Energizing,connected,fun,reliableandboldFRESHERTHANFRESH让新鲜

够新鲜WHOWETALKTO#1.DRIVETRIAL#2.SWITCHIN#3.GROWFREQUENCYFrompotentialusersFromcompetitorusersfromcurrentusersTrendTasteAddictHealthyExpertFreshLoversSeekers18-2518-3525-3525-35GenZ.Followthetoptrendinfoodmarket.Willingtobethefirsttotryoutandsharearound.Thecommonmass.Prefertasteoverhealth/nutrition/price.Enjoywellnessandfitness.simplepleasuresfromfood.Financiallycapable.Healthrankingtopofhis/herfood-choicedrivers.CareforFreshasaconsiderationforfoodqualityandhealthyindicator.Meantimeconsideringgoodvalueformoney.BRANDCHOICES本土网红餐厅

Heytea生活方式餐厅

StarbucksReserveBRANDCHOICESMcdonald’sBurgerkingKFCBRANDCHOICESElementfreshWagasBRANDCHOICESSubwayBakerspiceFRESHERTHANFRESH让新鲜

够新鲜HOWWETALKTOTHEMTOATTRACT*POTENTIALUSERSTOSWITCH*COMPETITORUSERSTOGROW*CURRENTUSERSFreshasinPRODUCTINNOVATIONFreshasinCOMMUNICATIONINNOVATIONFreshasinOCCASIONINNOVATION让新鲜，够有新鲜味道让新鲜，够有新鲜感觉让新鲜，够有新鲜吃法MoreToEmotionalNeedXcustomizationXpassionpointsco-op/co-branding(fashion/e-gaming/etc.)Xvisualtrade-upMoreToFunctionalNeedXproductinnovationsXfunctionalRTBMoreToSocietalNeedXconsumptionoccasions(basedonlifestyle)(useoffreshingredients)Xpairingoptions04CREATIVE.GENZ到底爱玩什么梗？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.AboutGENZ“Eatingfastfoodisacommonthingforthem.吃快餐这件事对他们来说就是稀松平常的事走过路过反正错过就错过”主打新鲜的赛百味，It’sfineforthemthattheywalkby,passby,andmissit.noemCo怎能不懂年轻新潮胃！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Givethemafocustheycanplaybetterthananyoneelse牛油果绿的自嘲语录-Avocadogreenself-deprecatingquotes没有牛油果的夏天不是夏天没绿过的青春，少点颜色和故事基金绿了一整片，绑死了笑一笑也无妨Challenge让新鲜够新鲜？什么是够新鲜？WhatdoesFRESHERTHANFRESHmean？新

鲜

感Challenge让新鲜够新鲜？什么是够新鲜？Challenge让新鲜够新鲜？什么是够新鲜？就是够野生It'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,LetthebrandandGENZbecometruebrothersandsistersinthissummer!Thelatestonlinelanguage：韭零、韭五后新晋网络名词：韭零、韭五后。这届年轻人爱搞基Ganzlikesfunds基金大盘绿油油的一片，无可奈何所以哭笑不得与GenZ并绿｜Branding绿绿得正，解不开他的绿，但为TA的虑，雪中送炭ThebrandgoesgreenwithGANZcampaginbigidea这个夏天Subway把自己绿了？Product|新品牛油果三明治韭五后的2021有点绿｜

Consummer网红食材，面包里夹着一抹绿油油的牛油果。绿油油的一片，对年轻人而言最痛的点Therewasgreenavocadointhebread.Ganz'sfavoritefundsarealwaysgreen创意核心THECREATIVECORE「绿虑得正」Add“Green”to“Anxious”makeapositive.（

TheChinesecharactersfor“green”and“Anxious”havethesamepronunciation.Greenturnsnegativeenergyintopositiveenergy.）如果你心情不好有点绿，那至少来到赛百味，今天总有一件事让你开心一点点。Ifyou‘refeelingalittlegreen（

GreenmeansblueinChinese）,atleastcometoSubway,Thereisalwaysonethingtocheeryouuptoday.这个夏天Subway把自己绿了？phase1phase2自绿的夏天｜牛油果三明治自绿指数自绿青年｜集体玩转“绿”风潮Theself-greeningindexofanavocadosandwichPlaythe"green"trendtogether每日基金大盘指数与赛百味门店创意结合，玩法落点一出，各路KOL相继祭出野生玩法！涨幅越高折扣越大。ThecombinationoftheDailyFundIndexandSubwaystoreideas,Thehighertheincrease,thegreaterthediscount.引爆这条带有绿色的“牛油果三明治”Playalandingpoint,KOLhasbeenofferingwildplay!Explodethegreen"avocadosandwich"这个夏天Subway把自己绿了？phase1phase2自绿的夏天｜牛油果三明治自绿指数自绿青年｜集体玩转“绿”风潮Theself-greeningindexofanavocadosandwichPlaythe"green"trendtogether每日基金大盘指数与赛百味门店创意结合，玩法落点一出，各路KOL相继祭出野生玩法！涨幅越高折扣越大。ThecombinationoftheDailyFundIndexandSubwaystoreideas,Thehighertheincrease,thegreaterthediscount.引爆这条带有绿色的“牛油果三明治”Playalandingpoint,KOLhasbeenofferingwildplay!Explodethegreen"avocadosandwich"phase1KVCreative｜绿虑得正Add“Green”to“Anxious”makeapositive.清爽好心情，吃口绿快快转红！这个夏天赛百味与你“绿虑得正”demo

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以清爽舒适调性为主，清爽的夏天可能会遇上各种“忧虑”时刻，可能是基金还在跌、可能是对象不理你，吃一口牛油果绿，自绿一下轻松一下。Vision

is

refreshing

and

comfortable

tonality.A

clear

summer

may

be

met

with

all

kinds

of

"worrying"

moments,May

be

the

fund

is

still

falling,

the

girlfriend

may

ignore

you...Relax

with

a

bite

of

an

avocado

green

sandwich.phase1

Theself-greeningindexofanavocadosandwich牛油果三明治自绿指数phase1Emotion|据研究表明，当情绪低落或者亢奋生气时，吃就会变成一种宣泄口。Accordingtoresearch,whenyou'refeelingdownorangry,Eatingbecomesakindofoutlet.Function|赛百味牛油果三明治，满满的清爽感，既然要吃快餐，就选健康的！Ourproduct-avocadosandwich,isfullofrefreshingfeeling.Ifyouwanttoeatfastfood,choosethehealthyone!线上每日推送大盘指数Onlinedailypushoffundindex线下每日大盘指数公布优惠Thestorepublishesthefundindexanddiscountinformationeveryday活动期间每日推送涨幅信息，输入你代码，赛百味反馈给你一张午餐优惠券！门店设置今日指数｜

在线领优惠券，线下出示基金证券页面，无论涨幅，Duringtheevent,pushtheincreaseinformationdaily,enteryourcode,Subwaywillgiveyoualunchcoupon!赛百味雪中送炭与你同在！“当你身穿一点绿，服务员就懂了你”“Whenyouweargreen,waitersunderstand”牛油果三明治套餐，现享带点绿的你，折扣优惠为你一天心情加点分。“当你输入基金代码置公众号...”Whenyouenterthefundcodeinthebrand'sWeChat...后台也懂你今天发生什么事，很遗憾无法为你解决，但总归可以给你一点好心情，例如这张优惠券。活动期间“绿虑得正”包装“符”phase1自绿活动衍生物，无虑股票纸、无虑基金证明....无虑劳动合同、无虑情书、让一些忧虑退散的忧虑退散符……透过有趣文案，自嘲自绿的角度产出创意物料，引发玩味。Derivativesofself-greeningactivities.Stockpaper,fundproof....LaborProducingcreativematerialsthroughinterestingcopywritingwithasel忧虑退散符copydmeo忧虑退散符｜吃一口牛油果绿，股票绝不贴墙壁！赛百味自绿基金活动上线中，雪中送炭每日与你绿绿得正！这个夏天Subway把自己绿了？phase1phase2自绿的夏天｜牛油果三明治自绿指数自绿青年｜集体玩转“绿”风潮Theself-greening