网络时代品牌包装的广告创意探析——以“小茗同学”冷泡茶包装广告为例

Advertising Originality of Brand Packaging in the Internet Age

传统媒体和网络新媒体共同构成了一张节点密集的传播网络,造成了消费者的注意力被不断分散,越来越难以对具体的广告产品形成记忆,并进而转化为实际购买行为。本文以终端购买场景为立足点,探讨以包装为广告媒介,将广告创意内容与终端销售商品紧密结合的传播策略。通过对典型包装广告营销的个案分析,探索了品牌包装广告创意的新规律;并以此规律对小茗同学冷泡茶饮料的营销案例进行了解析。

Traditional media and new online media have made it harder for consumers to memorize a particular piece of advertising message and thus take the action of purchase. This paper, therefore, focuses on end-user purchase scenario and seeks to explore advertising creative strategies that utilize product packages as a special kind of communicating medium. Based on a typical case study of packaging promotion. Ipropose new rules of creative package advertising and then run an in-depth analysis of the real-life practice of a well-known tea beverage brand named ＂Student Xiaoming＂ according to these new rules.