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中国广告营销网:星巴克的另类营销之路——科普节目

发布日期:2019-08-06 12:51   文章来源:中国广告营销网   站点:https://www.cn-ad.cn

中国广告营销网www.cn-ad.cn:星巴克的另类营销之路——科普节目
在热浪难以抵挡的夏季,冰饮的需求自然会显著增加,这是个争夺消费者和教育市场的好机会——包括小众的氮气冷萃咖啡。
The demand for ice drinks will naturally increase dramatically in the summer when the heat wave is unbearable. This is a good opportunity to compete for consumers and the education market, including niche nitrogen cold-extracted coffee.

星巴克旗下名为“Nitro Cold Brew”的氮气冷萃咖啡最早诞生于美国,2016年10月才在北京星巴克臻选门店上市,并只在有限的几家门店出售。其相对高昂的售价和非传统的口感也让普通消费者产生疑惑,氮气冷萃咖啡与普通咖啡到底有什么区别?
tarbucks Nitro Cold Brew was first born in the United States. It was only listed in Beijing Starbucks in October 2016 and sold in a limited number of stores. Its relatively high price and unconventional taste also confuse ordinary consumers. What's the difference between nitrogen cold-extracted coffee and ordinary coffee?

为了让消费者了解更多咖啡知识,近日星巴克甚至推出了一档科普栏目,从科学的角度为消费者解读氮气冷萃咖啡口感的秘密。如请了美国知名的科学教育家、喜剧演员和主持人Bill Nye拿着一杯咖啡,在镜头前向观众解释:“冷萃咖啡在制作过程中不加热,不会带来酸味,反而尝起来更甜。”“用特殊的机器设备,把氮气注入,会产生成千上万的绵密气泡,这就是奇妙的氮化作用。”

In order to let consumers know more about coffee, Starbucks even launched a popular science column recently to explain the secret of the taste of nitrogen cold-extracted coffee for consumers from a scientific point of view. For example, Bill Nye, a well-known American science educator, comedian and host, was invited to hold a cup of coffee and explain to the audience in front of the camera: "Cold Coffee is not heated in the production process, it will not bring sour taste, but taste sweeter." "With special machinery and equipment, injecting nitrogen will produce tens of thousands of dense bubbles, which is a wonderful nitriding effect."

他甚至像化学老师一样拿出道具来详细解读冷萃咖啡制作工艺背后的科学原理——由于分子结构的不同,加入氮气比加入二氧化碳更能让饮品产生绵密、醇厚、如天鹅绒一般的口感。
He even took out props like a chemistry teacher to explain the scientific principles behind the cold-extracted coffee production process in detail - because of the different molecular structure, adding nitrogen can make the drink produce a dense, mellow, velvety taste more than adding carbon dioxide.

据悉,星巴克打算在全球26个市场的更多门店提供这款产品。从星巴克此次花费心思为新产品进行科学化解读的推广,能看出星巴克对于这类高端冷萃产品寄予厚望。
It is reported that Starbucks intends to provide this product in more stores in 26 markets around the world. Starbucks has spent a lot of effort on the promotion of scientific interpretation of new products, which shows that Starbucks has high expectations for such high-end cold-extract products.

责任编辑:欧兴荣
中国广告营销网
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