<p><strong>即刻“浓”一下！</strong><strong>这是10月17日，星巴克在中国推出了全新的"浓"系列奶咖饮品特别设计的小纸杯文案！
</strong><i/>星巴克中国，赞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>第一眼瞅到这小绿杯，作为俺这个年纪的“油腻”大叔一眼就动心咧！这款小绿杯采用鲜明的亮绿色作为底色，白色的无衬线字体，与过去的星巴克传统纸杯区别定位不同，更显年轻、轻松、随意！
</p><p><strong>1</strong><strong/></p><p>
</p><p><strong><strong>新小绿杯包装到底讨好谁？</strong></strong>
去过星巴克的朋友都知道，星巴克主打咖啡包装一直是白色瓶身+鱼尾女妖Logo，相比传统纸杯，新推出的小绿杯在视觉上有三个显著差异：
</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.首先是色调上：</strong><strong>
</strong>它选用了更明快的亮绿色底色，与星巴克咖啡师的绿围裙呼应，使其与星巴克服务和优质属性相关联，给人一种似曾相识熟悉又惊喜的感官体验！
</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.其次是包装构图上：</strong>
作为星巴克咖啡主体载体，咖啡的杯子承载着品牌形象和顾客的使用体验，这次小绿杯去掉了传统的Siren女神标识，采用亮绿底大白字的配色，让星巴克的品牌名称更加突出和易于辨识；
</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.再是字体应用上：</strong><strong/>
采用简洁、干净的无衬线字体，简单、干净、舒适，除了英文Starbucks，无其他任何元素，干净得像7月底的深圳湾海面，阳光明媚海面极度温馨舒适！更符合现代感和年轻人的审美喜好！

</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>
星巴克陈述上新\浓/系列包含4款口味，分别为可芮朵、红丝绒可芮朵、可可奇诺和浓椰馥芮白，在公众号/小程序商城上，多次出现“浓”一下 文案，让人印象深刻。“浓”文本，本是形容词，这里当动词用，是指令也是号召行动，起到很好的促单效果！</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>小结：</strong><strong/><strong>抛开品牌资产不说，新绿杯包装延续了星巴克的品牌绿，用大片亮绿底反衬白色的Starbucks文字，反差互衬，极致的简洁，体现了年轻、时尚、简单！拿出去，整个咖啡杯也是很有辩识度！迎合了年轻人的审美和喜好，把年轻人喜欢的简单随意个性、消费方式统统浓缩在这个小绿咖啡杯上！ </strong>在产品体验上，星巴克还特地设计了“<strong>荧绿随行杯</strong>”，吸睛设计，材质轻盈，小巧精致，轻松放进包包，更有撞色杯套及背带，方便随身携带。活生生的再造一个简单、轻快、随意的年代人消费方式！</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>是破圈还是对标瑞幸进军年轻人？</strong></strong>
通过这个新包装推出，星巴克向消费者传达了新品“浓”系列的定位和新包装形象，瞄准了喜欢简单、随意、轻松的年轻群体，这个群体可能是刚刚接触咖啡的年轻人，他们对咖啡体验没那么多要求和讲究，他们也不是以前的城市小资和中产阶级，而是喜欢简单方式的年轻人！很明显星巴克正在破圈进军这个年轻群体，用新产品新包装新生活方式获得他们青睐，这也解释为什么他们选择推出和瑞幸主打的奶咖饮品而不是传统的美式咖啡，因为现在的年轻人更习惯于各种新茶饮和奶茶式咖啡！<strong>对于星巴克来说，小绿杯的推出和产品策略是为了在年轻消费者中与中国本土的瑞幸等大众咖啡品牌竞争，通过产品新的包装形象，向这个年轻的消费者群体传达了新品的定位和调性。</strong><strong>然而，是否能真正打动年轻人还需要市场验证！</strong><strong>全文完。</strong><strong>
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