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可口可乐为什么喜欢赞助体育赛事?

体育,可口可乐全球化道路上的最强助力。

01品牌故事/体育刻进了DNA

在聊可口可乐和体育的故事前,我们先来看一下可口可乐的品牌发展故事。

根据《可口可乐传》的官方记载,1886年5月,美国亚特兰大的药剂师约翰·彭伯顿调配了一种头疼药,成分中含有提神醒脑的古柯叶和可拉果,所以取名为coca-cola。

但其实背后的故事还要更复杂一点。古柯叶中含有咖啡因,因为具有提神醒脑的作用,被宣传成了包治百病的灵丹妙药,在用古柯叶+葡萄酒调成的玛丽安尼酒风靡美国和欧洲,爱迪生等社会名流都是这种酒的忠实粉丝。

彭伯顿就是做出了这种古柯酒的山寨版,但是又因为当时亚特兰大禁酒,所以把配方里的酒改成了糖+苏打。其实从最初的配方来看,可口可乐因为含有太多的咖啡因和可卡因,更算是一种《瘾品》。19世纪80年代,也是保健品、秘方药的黄金年代,凭借会上瘾的特性,很多顾客都成为了回头客。

1888年,彭伯顿死于癌症,在此之前,他把可口可乐的秘方低价卖给了一个叫坎德勒的商人,这个商人认为这种饮品不能仅仅局限于「病人」群体,应该打开更广阔的市场,他也在广告推广方面下足了功夫。

他们将可口可乐的广告语设定为「可口可乐,美味清爽」,开始强调美味清爽的品牌特性,再搭配缓解头痛和精神疲劳的药品属性,让人欲罢不能。并且可口可乐也下足了血本,通过免费赠饮吸引民众品尝,并且每年都会采用30种广告形式,分发100多万份广告宣传品。1912年,他们的广告花费已经超过了100多万美元。19世纪末20世纪初,可口可乐几乎已经成为了美国的国民饮料。

1923年,罗伯特·伍德鲁夫接手了可口可乐,他将全世界唯一一份可口可乐配方存到了银行保险柜中。

时至今日,还有一个口口相传的一个故事:全世界真正掌握可口可乐配方的只有三个人,他们的身份绝对保密,他们绝不会将手中的三分之一泄露给其他人。可口可乐还严格要求这三个人不能在同一时间、同一地点出现,不能搭乘同一辆汽车、火车、飞机,以防止可怕的意外发生,导致绝密信息的失传。

伍德鲁夫也将可口可乐从亚特兰大推广到了全美,又从美国推广到了全世界。他先是在全国采用自动售货机来销售可口可乐,随后他又增设国际市场开发部,并开始将目光放到了我们今天的主题,「体育」领域。

02可口可乐和体育

从1928年阿姆斯特丹奥运会开始,可口可乐就开始了在体育赞助领域的布局。当时,体育赞助的形态还像是一个襁褓中的婴儿,没有现在这么多花活儿。

可口可乐在当时采取的措施就是提供商品,抢占先机。他们先是在奥运场馆周围设立饮料售卖亭,并将超过1000箱可口可乐运到了赛场。

虽然足球不是美国的「第一运动」,但美国企业可口可乐却对足球格外青睐。有一种说法是从1930年第一届乌拉圭世界杯开始,可口可乐就成为了美国国家队的指定饮品。

20世纪30年代美国体育和文化的扩张传播和平、民主和可口可乐

从1958年开始,在世界杯比赛中投入大量的广告宣传成为了可口可乐的固定操作。 后来,因为世界杯、奥运会这 样的大型赛事商业化进程不断发展和完善,体育赞助体系逐渐被搭建起来,品牌 倾向于成为赛事的官方合作伙伴,提升影响力和销量。

1974年,可口可乐开始和国际足联合作,1976年,可口可乐正式成为世界杯官方赞助商,双方合作至今。

1976年蒙特利尔奥运会以亏损10亿美元收官,当地政府接近破产,加快了奥运商业化的进程。1984年洛杉矶奥运会,美国商人尤伯斯提出,在每个行业限定1家企业赞助,并设定最低400万美元的赞助门槛,在竞争中,可口可乐出价1200万美元打败百事可乐,成为奥运会的首批赞助商。

1985年国际奥委会提出全球合作伙伴的TOP计划,也就是在单一品类中挑选唯一企业授予五环标志使用权,可口可乐连续斥巨资成为TOP赞助商。

而可口可乐与奥委会的赞助合同已经持续到了2032年,算下来他们与国际奥委会的赞助合作已经持续了104年,也是奥运会历史上合作时间最久的合作伙伴。

除此之外,他们还和其他组织保持着密切的联系,并开展了一系列有趣的活动。

2004到2010年,可口可乐成为了英冠、英甲和英乙的主要赞助商。2005年,他们面向这3级联赛中的72家俱乐部推出了一项名为「赢得一名球员(Win a Player)」的活动。它的具体流程是,球迷每天都可以pick一支球队并为他们投一票,最终从参与投票的球迷中选出一位幸运儿,这个人支持的球队,将独享25万英镑。

两次得票数最高的C位都是利兹联,但是最终,本队球迷因为没能中签而一个便士都没能拿到。

2007年,这项活动改成了「购买一名球员(Buy a Player)」。球迷只需要购买可口可乐或者零度可乐,就可以前往可口可乐官网输入外包装上的代码,每个代码都可以为俱乐部赢得50便士到10万英镑不等的奖金。改良后的活动更受青睐,因为它让每支球队都能有所收获。

球迷你一票我一票,pick一支球队送他C位出道(买人)。这不就是足球版创造101吗?原来选秀奶卡是从这来的。

而且,可口可乐对其他体育比赛也很用心。北美四大体育联盟、纳斯卡、NCAA甚至是草根比赛,可口可乐都曾经或正在对他们提供赞助。甚至在官网他们直接这么说:体育刻在了我们的DNA里

03可口可乐,为何热衷体育赞助

盘点了可口可乐在体育方面的动作,他们到底为什么赞助了这么多体育赛事,我们先来盘一盘体育赞助的底层逻辑, 企业品牌花钱搭台办比赛图什么?

显而易见,一个是图比赛大型ip曝光量高,全世界人民都在关注,与大型赛事捆绑有利于提升自己的品牌知名度。曾经健力宝因为成为了洛杉矶奥运会中国代表团的指定饮料一炮而红,家喻户晓。

第二是大家都默认,能上这么大平台,这肯定都是牌子货,再加上提到体育大家几乎没什么负面的评价,健康又高级,能给大家留个好印象,顺带提升品牌美誉度。

2020年,东京奥运宣布延期。失去线下营销活动机会,也无法打出知名度,再加上当时日本民众的反奥运情绪,折损了很多赞助商的合作热情。

而可口可乐如此热衷于赞助体育赛事,自然也离不开以上两点原因,不过事实证明,资本永远不会成为韭菜。

他们通过对体育赛事的赞助,确实收获了不错的收益。

1996年亚特兰大奥运会后,可口可乐公司当年第三季度的盈利增加了21%,达到了9.67亿美元;而同期他们的竞品百事可乐,因为没有奥运会的权益利润下降了77%,只有1.14亿美元。

2016年里约奥运会前,可口可乐对旗下饮品零度可乐进行了改版。因为奥运会,零度可乐的品牌指数7月初时是6%,到了奥运结束时的8月底,已经涨到了17%。而根据尼尔森的数据显示,截止到9月中旬,可口可乐的销售额同比增长了25%。

大家常说:二流品牌卖产品,一流品牌卖理念。其实在近几年可口可乐的体育广告中,我们越来越能感受到他们想传递的那种容易感受到却很难表达的概念化的东西。

20世纪20年代,美国人工作、生活节奏日益加快,压力不断上升,许多品牌喜欢用「吃这几种食物相当于吃毒药」这种恐吓式的文案制造焦虑,吸引大家的眼球,而可口可乐却反其道而行之,用阳光、积极的年轻人形象,制造出快乐、凉爽的场景,并在经济大萧条时期与圣诞老人联动,给人们留下欢乐、幸福的品牌印象,更是奠定了可口可乐快乐的基调。

而在体育的世界中,更是将碳酸饮料的刺激口感和体育赛事的刺激观感结合起来,成为了一种文化符号。

2010年世界杯,除了狼姐的《Wakawaka》之外,大家可能还听过一首《Wavin’ Flag》,火星哥参与创作,被改编成17种语言。唱中文版的是张学友和张靓颖。

其实这首歌原曲表达的是歌手对故土的情感和爱,本来是一首苦乐参半的歌,但可口可乐邀请创作者克南改了歌词,变成了为世界杯量身定制的传递欢乐祥和的庆典曲目。

每个版本里都没有任何与可口可乐有关的歌词,MV里也几乎没出现过可乐片段,但却将可口可乐倡导的激情唱到位了。

最近,可口可乐为世界杯打造的新广告《Believing is magic》上线,这个广告延续了可口可乐自2021年起制定的「Real Magic」品牌理念,呼吁大家向周围的人传递畅爽、振奋的精神,尽情享受和拥抱每一个闪光的时刻。

世界杯的脚步越来越近,我们也期待今年年底的足球盛宴上,可口可乐带给我们的惊喜(或者是惊吓)

从可口可乐的故事中,我们也能看到, 体育在可口可乐的全球化道路上起到了重要的作用,虽然不能说是全部,但也一定是一家本地自嗨的饮品公司逐步走向全球的重要助力。