回想一下，今年上半年，有什么营销案例让你印象深刻？我来说几个： 两会期间，海尔CEO周云杰因一张与雷军同框时严肃表情的抓拍而意外走红，网友们的梗图创作热情，硬是把一位传统企业家推成了"流量明星"。 3·15晚会曝光劣质卫生巾问题后，无数网友涌入小米雷军的社交媒体评论区，强烈呼吁小米跨界出品卫生巾，甚至连"小米SU吸"的P图和广告语都一并奉 上。 4 月，京东创始人刘强东，仅仅因为一张身穿自家外卖工服的照片，就被网友发现撞衫猪猪侠，最终在全网的听劝声中，促成了京东外卖与这位童年顶流 的合作。 视线转向国外，以可口可乐为例，作为昔日的创意大户，今年上半年并未给市场带来太多惊喜。反倒是两个充满野生智慧的民间创意，在社交媒体上悄然 流传： 一杯平平无奇的健怡可乐，被上班族们演绎为从冰箱取出的"冰箱香烟"，走红社交网络；而将雪碧与茶包结合的新奇喝法，成为年轻人探索味蕾的DIY乐 趣。 发现了吗？这些真正让人记忆犹新、津津乐道的营销，其主角都不是品牌方，而是普通用户。 长久以来，我们挂在嘴边的品牌资产，总是指向由品牌主导、自上而下精心构建的价值体系，但在此刻，我突然意识到，这个概念的底层逻辑，已经彻底 变了。 用户正在创 ...

Core Viewpoint - Former President Trump has requested Coca-Cola to switch its sweetener in the U.S. from high fructose corn syrup to cane sugar, raising questions about health implications and consumer preferences [2][5][26]. Group 1: Sweetener Comparison - High fructose corn syrup (HFCS) was first synthesized in 1957 and became widely used in the U.S. by the 1980s, accounting for nearly 40% of added sugars [8]. - In 2023, the price of cane sugar was approximately $8000 per ton, while the production of HFCS in China exceeded 7 million tons [8]. - Cane sugar is derived from sugarcane and sugar beets, while HFCS can be produced from any starchy plant, making it a more versatile and cost-effective option for manufacturers [14][16]. Group 2: Historical Context - Coca-Cola replaced cane sugar with HFCS in the U.S. in 1985, leading to significant consumer backlash, including the formation of protest groups [12][14]. - The "New Coke" launch in 1985 faced immediate criticism, with consumers claiming the new formula did not align with American values [12][14]. - Despite the protests, Coca-Cola prioritized cost savings over consumer preferences, as the two sweeteners are chemically similar once metabolized [16][18]. Group 3: Health Implications - Initially, HFCS was perceived as a healthier alternative due to its lower glycemic index, but recent studies have linked excessive consumption to health issues like non-alcoholic fatty liver disease [23][25]. - Trump's administration has criticized HFCS, with a special task force concluding it contributes to obesity and chronic diseases among children [25][26]. - The debate over sweeteners reflects broader concerns about sugar consumption, with recommendations suggesting daily added sugar intake should not exceed 50 grams [25][26]. Group 4: Market Dynamics - Coca-Cola's decision to consider a cane sugar version aligns with Trump's push for healthier options, potentially strengthening ties with the government [26][30]. - The U.S. sugar supply is currently composed of 30% cane sugar, and the shift could lead to increased production costs for Coca-Cola [26][30]. - The corn industry, which supplies HFCS, has expressed concerns that switching to cane sugar could lead to job losses and reduced farmer incomes [30].

然而，问题来了——这真的是为了"让美国再次健康"吗？还是另有隐情？ 第一章：一瓶可乐，撼动美国三大核心利益 7月的华盛顿，烈日炎炎，热浪滚滚，几乎让人难以喘息。就在这样一个被灼热阳光笼罩的午后，美国 总统特朗普再度成为舆论的中心。这回，他没有针对中国发起攻击，也没有对媒体展开猛烈抨击，而是 把矛头对准了一瓶可乐——他在社交平台TruthSocial上高调宣称："可口可乐将用真正的蔗糖取代高果 糖玉米糖浆（HFCS）！"一句话，瞬间点燃了网络舆论的火焰。左翼媒体一头雾水，右翼支持者则欢呼 雀跃，而整个饮料行业、农业界、营养学界甚至政坛，都被这瓶"换糖"的可乐搅得沸沸扬扬。 表面上看，这不过是甜味剂配方的一次技术性调整，但实际上，它牵动了美国农业利益、公众健康以及 特朗普手中的政治民粹三条关键神经。 首先，必须弄清楚为何美国的可口可乐数十年来并未使用蔗糖，而是选择了高果糖玉米糖浆。背后的原 因其实很简单：经济利益。 美国政府对国内玉米种植给予大量补贴，令玉米糖浆的成本极低；同时，为了保护国内蔗糖产业，美国 对进口蔗糖征收高额关税。由此，一个庞大且廉价的高果糖玉米糖浆市场得以形成，并几乎垄断了甜味 剂供应。 自19 ...

Group 1 - The core message from PepsiCo is that its products will always meet consumer demand, emphasizing a consumer-centric strategy in response to market preferences [1][3] - PepsiCo's CEO, Ramon Laguarta, stated that the company aims to stay ahead of consumer preferences without straying too far from them, indicating a gradual shift towards eliminating artificial colors and flavors in its beverage line [3] - In contrast, Coca-Cola has not committed to any changes regarding the use of real cane sugar in its products, despite President Trump's comments suggesting otherwise [3] Group 2 - Coca-Cola typically uses high fructose corn syrup in the U.S. but employs cane sugar in markets like Mexico and Europe, highlighting regional differences in ingredient sourcing [3] - President Trump is known to be a fan of Diet Coke, having installed a "Coke button" in the Oval Office for easy access to the beverage, which underscores the personal connection between the President and the brand [3]

Core Viewpoint - The article discusses President Trump's unexpected announcement that Coca-Cola will consider using cane sugar as a sweetener in the U.S., which has sparked significant public interest and debate about the implications of this change [2][3]. Group 1: Coca-Cola's Sweetener History - Coca-Cola originally used cane sugar in its formula since the 19th century but switched to high fructose corn syrup (HFCS) in the late 1970s due to cost factors [3][13]. - The U.S. market has seen a long-standing preference for HFCS due to government subsidies for corn, making it cheaper than cane sugar [16][27]. Group 2: Political and Economic Implications - Trump's push for Coca-Cola to revert to cane sugar is seen as a move that could disrupt the established corn syrup industry, which has significant political backing [26][27]. - The potential switch to cane sugar could lead to increased costs for Coca-Cola, affecting product pricing and possibly leading to job losses in the corn syrup sector [26][27]. Group 3: Consumer Preferences and Health Concerns - Many consumers still associate cane sugar with a more authentic taste, despite the long-term use of HFCS in the U.S. [20][24]. - There are ongoing debates about the health implications of HFCS versus cane sugar, with some studies linking HFCS to obesity and other health issues [23][24]. Group 4: Market Variations - Coca-Cola uses different sweeteners in various markets based on local costs and consumer preferences, with cane sugar being favored in regions like Mexico due to lower costs [15][16]. - The article highlights that the choice of sweetener is largely driven by economic factors rather than purely consumer health concerns [15][27].

Core Viewpoint - The article discusses the recent statement by U.S. President Trump regarding Coca-Cola's potential shift to using real cane sugar in its products, which the company later refuted, emphasizing its commitment to innovation in its product line [1]. Group 1: Company Response - Coca-Cola has not committed to changing its sweetener from high fructose corn syrup to cane sugar in the U.S. market, despite Trump's comments [1]. - The company expressed gratitude for Trump's enthusiasm towards its iconic brand and indicated that more details about innovative products would be shared soon [1]. Group 2: Sweetener Comparison - Food scientists note that there are subtle differences in flavor between high fructose corn syrup and cane sugar, with the former providing a quicker peak sweetness that enhances fruit and spice flavors, while cane sugar offers a broader and longer-lasting sweetness [1]. - Typically, Coca-Cola uses corn syrup in the U.S. but opts for cane sugar in markets like Mexico and Europe [2].

Core Viewpoint - Coca-Cola has responded positively to President Trump's request to use real cane sugar in its products in the U.S., indicating potential changes in its product formulation [2][6]. Group 1: Company Response - Coca-Cola expressed gratitude for President Trump's enthusiasm towards its iconic brand and mentioned that more details about innovative products will be shared soon [6]. - The company typically uses high fructose corn syrup in the U.S. market, while cane sugar is used in markets like Mexico and Europe [8]. Group 2: Political Context - President Trump stated on social media that Coca-Cola has agreed to produce its drinks with real cane sugar, which he believes will be a positive step for the company [5]. - Trump has a known preference for Diet Coke, having installed a "Coke button" in the Oval Office for easy access [5]. Group 3: Industry Implications - The American Corn Processing Association's president criticized the idea of replacing high fructose corn syrup with cane sugar, arguing it could lead to job losses in the U.S. food manufacturing sector and increased imports of foreign sugar [8].

Core Viewpoint - The article discusses President Trump's announcement that Coca-Cola has agreed to produce its beverages in the U.S. using real cane sugar instead of high fructose corn syrup, which has sparked various reactions and implications for the industry [1][3][5]. Group 1: Trump's Announcement - President Trump stated that Coca-Cola has agreed to use "real cane sugar" for its products in the U.S. [3][5]. - Trump expressed that this decision would be a significant step for the company, suggesting that the product will taste better with real cane sugar [6]. Group 2: Coca-Cola's Response - Coca-Cola thanked President Trump for his enthusiasm regarding the brand and indicated that more details about innovative products in their lineup would be shared soon [2][8]. - The company typically uses high fructose corn syrup in the U.S. but uses cane sugar in markets like Mexico and Europe [8]. Group 3: Industry Reactions - Medical experts claim there is no significant difference between cane sugar and high fructose corn syrup [8]. - The president of the American Corn Processing Association criticized the move, stating that replacing high fructose corn syrup with cane sugar could lead to job losses in the U.S. food manufacturing sector and increased imports of foreign sugar [8].

Core Viewpoint - The article discusses a statement made by President Trump regarding Coca-Cola's potential shift to using real cane sugar in the U.S. market, which Coca-Cola later refuted, indicating no commitment to change their current practices [1]. Group 1 - Coca-Cola typically uses high fructose corn syrup in the U.S. but employs cane sugar in markets like Mexico and Europe [2]. - The company expressed gratitude for Trump's enthusiasm for its iconic brand and mentioned plans to share more details about innovative products in the Coca-Cola lineup [1]. - Food scientists noted subtle differences between high fructose corn syrup and cane sugar, with the former enhancing fruit and spice flavors more quickly, while cane sugar offers a broader and longer-lasting sweetness [1].

Core Viewpoint - The article discusses a statement made by President Trump regarding Coca-Cola's potential change in its formula to use real cane sugar in the U.S., which Coca-Cola later denied, emphasizing their commitment to innovation in their product line [1][2]. Group 1 - President Trump claimed that Coca-Cola would switch to using real cane sugar for its products in the U.S. [1] - Coca-Cola responded by thanking Trump but clarified that no such commitment had been made regarding changing their formula [1] - The company indicated that they would soon share more details about innovative products in their Coca-Cola product line [1] Group 2 - Coca-Cola typically uses high fructose corn syrup in the U.S. market, while cane sugar is used in markets like Mexico and Europe [2] - Food scientists noted subtle differences between high fructose corn syrup and cane sugar in terms of flavor profile [1]