Core Insights - The event "Desire is Possible: Pepsi Campus Strongest Voice Annual Ceremony" was held in Xiamen, showcasing the importance of music in igniting the aspirations of the younger generation [1][6] - Pepsi has been cultivating the "Pepsi Campus Strongest Voice" IP for over a decade, establishing a mature music growth system that supports young original talents in China [2] Group 1: Event Highlights - The annual ceremony featured 18 emerging talents from universities across the country, who showcased vibrant and creative musical works [6] - The event included performances by notable artists such as SHarK and Wanida, emphasizing the theme of "Desire is Possible" [6][9] - The global premiere of the brand theme song "Desire is Possible" was performed, enhancing the emotional resonance of the event [7][9] Group 2: Technological Integration - The debut of Pepsi's first humanoid robot "Pepsi Blue Treasure" represented a breakthrough in technology, symbolizing the projection of youth aspirations [10] - The robot showcased its versatility by interacting with artists and engaging in various performances, highlighting the fusion of technology and music [10][12] - This integration serves as a bridge for deep dialogue between the brand and the younger demographic, reinforcing the brand's commitment to innovation and support for aspiring musicians [12] Group 3: Future Aspirations - The event concluded with a commitment to continue supporting young musicians and fostering a broader path for their aspirations [12] - Pepsi aims to collaborate with more universities and emerging artists to ensure that every aspiring musician is heard and recognized [12]

大窑真正的必答题，是如何真正走出"酒替""佐餐"等场景。 6月23日，据36氪报道，美国私募股权机构KKR拟收购一家中国饮料公司85%股权，猜测是大窑饮品。一位接近交易的知情人士表示，"这笔交易谈了一 年。" 年初，曾有消息称大窑饮品正筹备最快2025年下半年在香港的IPO。如今，下半年已经到来，大窑IPO的消息迟迟没有新进展，反而再度传出了"卖身"的 消息。 对于几乎每年都会有的"卖身"传闻，大窑已经有了足够的应对经验：不予置评。 骑着三轮车卖汽水 中国的汽水是有籍贯的。 因为国产汽水厂大多成立于20世纪60年代之前，物资相对匮乏，技术能力落后。由于受灌装工艺与运输能力的掣肘，为了满足本地百姓的饮用需求，就出 现了很多区域性品牌。 1979年3月30日，美国摄影师詹姆斯·安丹森（James Andanson）拍摄了一张中国男孩在长城上喝可乐的照片，这张被《国家地理杂志》刊登的作品《红色 中国的第一罐可乐》，既是中国改革开放的象征性影像，也是国内汽水市场的分水岭。 可口可乐与百事可乐入华，改变了很多行业的走向，汽水自然首当其冲。《中国品牌四十年（1979-2019）》中提到，两乐"入关"之前，原轻工部担忧一 ...

Core Insights - The U.S. carbonated beverage market has seen a dramatic shift, with Sprite surpassing Pepsi for the first time, capturing an 8.03% market share compared to Pepsi's 7.97% [1][2] - This change reflects a broader transformation in the beverage industry driven by generational shifts in consumer preferences, particularly among Generation Z, who favor lower sugar and more diverse flavor options [2][5] Market Dynamics - The top five players in the U.S. carbonated soft drink market are Coca-Cola (19.1%), Dr Pepper (8.3%), Sprite (8.03%), Pepsi (7.97%), and Mountain Dew (5.2%) [2] - Pepsi has experienced a nearly 3.5% decline in market share compared to 2023, while Sprite has seen a 2.4% increase [2] Sprite's Strategy - Sprite's resurgence is attributed to a deep dive into brand identity, reviving its classic slogan "Obey Your Thirst" and targeting nostalgia among millennials through strategic advertising [3] - The introduction of Sprite Chill, featuring patented cooling technology, has generated over $50 million in retail sales within 21 weeks, making it Coca-Cola's best-selling new product in 2024 [2][3] Pepsi's Challenges - Pepsi's struggles highlight the difficulties faced by legacy brands in adapting to changing consumer preferences, with a reliance on classic products and a lack of innovation in recent months [4] - The company's supply chain issues, particularly its dependence on imported syrup from Ireland, have led to increased production costs exceeding $100 million [4] Industry Implications - The success of Sprite illustrates a shift towards "value-based marketing," where brands connect with consumers on a deeper level beyond functional benefits [5] - The overall decline in carbonated beverage consumption in the U.S. by 27% over the past 20 years emphasizes the need for brands to innovate and resonate with evolving consumer values [5]

在当今消费者每天都被无数广告轰炸，传统的硬广效果逐渐式微。对于快消品牌而言，如何突破重围，以更柔和、更有价 值的方式触达目标受众，成为亟待解决的难题。百事可乐近期推出的限量版"音乐瓶"营销活动，为我们提供了一个绝佳的 案例。网媒360软文营销平台研究发现通过与音乐文化的深度绑定、限量稀缺性的营造以及360度软文营销布局，百事可乐 不仅实现了产品热销，更成功提升了品牌在年轻消费群体中的情感连接和文化认同。 一、音乐与品牌的完美和弦：百事"音乐瓶"营销策略解析 百事可乐限量版"音乐瓶"的推出并非偶然，而是品牌长期音乐基因的自然延伸。作为与流行文化紧密相连的饮料品牌，百 事可乐深谙"音乐无国界"的沟通力量。此次活动中，每个瓶身都印有不同音乐艺术家的签名和经典歌词，将碳酸饮料包装 转化为可收藏的音乐文化载体，巧妙地将产品功能与情感价值融为一体。这种策略不仅满足了年轻消费者对个性化表达的 渴望，更触发了他们的情感共鸣和分享欲望。 限量稀缺性的营造是此次营销的另一关键。百事可乐深谙"物以稀为贵"的消费心理，通过限量发售制造紧迫感和排他性。 正如网媒360软文营销平台指出："限量营销的本质是创造一种'错过即不再有'的消费焦 ...

ESG战略在快消 行业的落地实践白 皮书 2025 TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN 通言国际 ESG概述 TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN 01 ESG的定义 ESG是Environmental（环境）、Social （社会）和Governance（公司治理）的缩 写。 02 TongYAN 目录 01 ESG概述 快消行业ESG实践案 03 例 快消行业ESG发展现 02 状 快消行业ESG面临的 04 挑战 TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN TongYAN T ...

转自：喵大白话 当年龄加在一起300岁的tvb的演员们 开始直播表演打pk后 被网友们的评论笑疯... 6 3 为什么感觉 TVB的演员 3 那么难赚钱 其他小鲜肉感觉超容易 (909) 刚刚 广东 回复 TVB演員只是觉得是工作 2 2分钟前 中国香港 回复 郭晋安都是能坐地铁免费的年纪了 378 1小时前 天津 回复 展开 30 条回复 你 有 你跳,我 有我跳 3 7分钟前 樞茲 烟复 喵大自话 怎么感觉好心酸圈 我说命运啊 2 2 分钟前 上海 回复 2 公众号· 喵大白话 { 共 3949 条评论 v × 2118 点解有我? 7小时前 广东 回复 展开 128 条回复 9 公众号 · 喵大白话 { 大家都在搜:马国明玩驾校完整版® 共 1682 条评论 v 哈哈哈哈哈哈哈哈 禁止虐待老人！ （感觉应该让黄宗泽来） 太真实了 我就是那种ADHD型阅读者 因为我很难看完 整本书 就是我经常看这本书还没看完 然后我就已经在想看 下一本了 就是童老师说的已经退化了的读者 所以每次别人聊到哪本书 就会很尴尬 你遇不到灵魂伴侣的原因： 人生的分水岭是羊水 看到第二张我就晕过去了 敢不敢和我共同富裕一下 友好语 ...

Core Insights - Suntory launched a concentrated beverage called "家庭饮料吧 百事可乐" (Home Drink Bar Pepsi Cola) in February 2025, allowing consumers to mix their own Pepsi at home by combining the concentrate with carbonated water at a 1:4 ratio [1][6] - The product is part of Suntory's "家庭饮料吧" series, which has seen sales exceed expectations, with the series' sales from April to December 2024 being more than double the forecast [8][20] - The concentrated liquid can be mixed with various other beverages, showcasing its versatility beyond just making traditional cola [3][10] Product Details - The 340ml bottle of concentrate can make approximately 10 cups of 170ml cola [1] - The concentrate contains artificial sweeteners, which differentiate its taste from the original bottled Pepsi, and it does not contain carbon dioxide, requiring consumers to add carbonated water for fizz [14][15] - The pricing of the concentrate is higher than that of bottled Pepsi when considering the cost of carbonated water, making it a less economical option [16] Market Strategy - Suntory's strategy focuses on localizing products to meet Japanese consumer preferences, as evidenced by their collaboration with Pepsi since 1997 [21][22] - The introduction of the concentrate aligns with a growing trend of at-home beverage preparation, which has gained popularity during the pandemic [18][25] - The product taps into the Japanese consumer's desire for customizable and engaging drinking experiences, similar to the enjoyment derived from making takoyaki at home [20][21] Competitive Landscape - The launch of the concentrate comes amid a competitive beverage market in Japan, where Coca-Cola and PepsiCo have been vying for market share [25] - Other brands have also introduced syrup-based products for home preparation, emphasizing health and premium ingredients, contrasting with Suntory's focus on fun and convenience [30][28] - PepsiCo has explored similar home beverage solutions through its acquisition of SodaStream, which offers a different approach to at-home soda making [33][35]

近日，百事可乐正式宣布大卫·贝克汉姆（David Beckham）时隔20余载再度回归，双方将携手开启"渴望就可能（THIRSTY FOR MORE）"品牌理念的新篇 章。今年，百事可乐在"渴望就可能"的大主题下，对年轻一代发出更直接的行动倡议——"心怀热爱，皆无辜负（If you love it, it's never a waste）"，鼓励人 们忠于内心渴望，自由奔赴所爱，尽兴享受当下。 无论时代如何变迁，百事总能找到最能与年轻人深度对话的触点，为热爱蓄力，让渴望变为可能。当游戏、科技成为青年们热爱集结的场域，百事也在积极 找寻下一个路口——让热爱交汇，让渴望延续。百事预计将于不久后在中国市场启动"渴望就可能"新一篇章的营销活动，并将解锁突破行业先例的创新营销 体验，与青年们共同探索关于时代渴望的更多可能。 大卫·贝克汉姆以自身经历诠释了这种精神，鼓舞了几代青年。百事可乐与贝克汉姆的渊源可以追溯到2000年代初。从2002年的"相扑大战"到2003年的"西部 牛仔"再到2004年的"角斗士"，创造了无数经典瞬间。这些年，他也在尝试切换多元角色，无论是在绿茵场上的全情投入，还是骑着摩托车驰骋在空旷的公 路 ...

文 | 道总有理 过去一年，可口可乐在华的两大运营商中国食品与太古可口可乐的表现都不尽如人意，2024年上半年，太古可口可乐 （内地）上半年营收115.46亿元，同比下滑4.02%；中国食品上半年营收113.35亿元，同比下滑9%。 太古可口可乐2024年在中国内地的总销量同比下降了1%，活跃零售网点也同比下降了1%。 无独有偶，百事公司2024年第二季度财务业绩显示，该季度营收达到225亿美元，仅实现0.8%的同比增长，这一数字低 于市场预期的1亿美元。尤为引人注目的是，百事可乐的全球销量在第二季度下降了3%，这已是其连续第八个季度出现 销量下滑。 《2024中国饮料市场趋势与展望》显示，中国饮料市场整体增幅为6.2%，其中增幅超过平均线的单品类包括即饮茶、 功能饮料、果汁和即饮咖啡，碳酸饮料的风头荡然无存。 这一变化在终端市场迅速显现，回望各大商场，当年轻人捧奶茶谈笑风生，就注定了以可乐为主的碳酸饮料要踏上"消 亡"的归途。 转型"无糖"背后的虚假繁荣 当前，碳酸饮料的消费场景持续收缩。据悉，在一线城市的大部分便利店里，碳酸饮料的占比一度从高峰期的50%下降 到了25%，取而代之的是，各色茶饮、无糖饮料、 ...

"喝的娃哈哈纯净水竟是今麦郎生产的？"就是这样一则网友疑问，将娃哈哈和今麦郎都卷进了舆论的漩涡。 5月15日，"娃哈哈客服回应纯净水由今麦郎代工"话题登上微博热搜。随后，娃哈哈在官方微博发布声明确认了与今麦郎的委托代工关系， 并称2025年4月起，公司已经终止与相关代工方的合作。 这样的代工模式在国内饮料甚至快消品行业是否常见？有多名业内人士告诉《每日经济新闻》记者，这确实是一种常见的做法。"现在快消 品的代工链条已经很完善了，不少商超企业的很多产品都是代工的，只要标准设置合理，产品质量就能保证。" 至于选择找代工厂的原因，其中一部分企业类似于娃哈哈，当面临临时的产能紧张问题时委托代工厂生产。"还有些企业在拓展全国部分市 场时，会面临产能跟不上的问题，从市场策略的角度会选择代工模式做一个补充。"餐宝典研究院院长、餐饮分析师汪洪栋告诉记者。 另一部分新品牌、小品牌则为了节约成本，选择贴牌代工的方式。"很多品牌刚进入市场时，产品是否能够打开销量是存在不确定性的，为 了降低风险，往往会采用找代工的方式。同时，自建工厂涉及到成本、资质、土地等多方因素，很难快速落成。"汪洪栋表示，例如奈雪的 茶这类新茶饮品牌在做包装饮 ...