Subway China Branding & Summer Campaign会员免费

Subway China Branding & 2021 Summer CampaignPresentation DeckBy CARNIVO2021.03.25

“All consumer products are worth redoing.”“每一种消费品，都值得重做一遍。”The founder of Afu Essential Oil, Meng Xing（flower name: 雕爷）

食 品 品 牌 崛 起 的 底 层 逻 辑已 悄 然 巨 变

#每日三省吾身##干饭人日常##选择困难#

吃 出 谈 资 💬吃 出 创 意 💡吃 得 新 奇 ❓吃 得 刺 激 🎢吃 得 满 足 🍔吃 出 身 份 💃吃 得 健 康 💊纠 结背 后

Only The Extreme Of Flavor Can Lure Their Tastebud渴 望 口 感 冲 击 挑 拨 味 蕾 神 经They never lose their enthusiasm for foodThey are always the first to try something newPushing brands to put out flavor innovations KFC麻辣香锅风味堡Gelato Dal Cuore葱油拌面冰淇淋乐乐茶“可以吸的青团”雪花啤酒“小啤汽”碳酸饮料

Blind box and flavor innovation bring them a sense of surpriseYou can never imagine what they will eat - more surprising , more exciting , more unknown and more adventurous钟薛高×泸州老窖“断片”白酒雪糕好丽友新年许愿系列盲盒木马通话黑暗餐厅摸黑用餐 感受黑暗世界失重餐厅未来感十足Enriching Consumption Process Via Surprising Experiences丰 富 进 食 过 程 融 合 新 奇 体 验

Food choices goes far beyond its flavor function but as a choice for self care –either for pure aesthetic pleasure (and potential social currency value) or for holistic wellness, or sometimes both combined.Beauty Food For Self Pleasure“New Functional” Food For Self Care高 颜 值 美 食 · 愉 悦 自 我新 功 能 食 物 · 关 爱 自 我McDonald’s荷包蛋拿铁WonderLab助眠夹心软糖汉口二厂玻尿酸气泡水

The Mother Of Gen Y Y世代妈妈YOUNG WHITE-COLLARS学生党 年轻白领Blue-collar；students 蓝领阶层；宿舍学生党WHITE-COLLAR GEN Z 年轻白领 Z世代Gen YY世代GEN Z’S CHOICEZ世代Gen X；town YouthX世代长辈 小镇青年GEN Z ；WHITE-COLLARZ世代 健身瘦身党 白领女性Not Choosing The FoodBut An Identity And Lifestyle 我 选 择 的 不 是 食 物 而 是 生 活 方 式OATSSODA WATERCEREALINSTANT NOODLE

Gen Z’s food preference goes beyond stomach-feeding to reaching a higher level of SELF-ACTUALIZATIONPleasure情感的愉悦Identity身份认同Lifestyle生活方式Self Care自我关爱Currency社交话题Experience猎奇体验

Reflecting A NEED-STATE EVOLUTION of Food Industry in China01FUNCTIONALNEED 功能饱腹期02SOCIETALNEED 与时俱进期03INDIVIDUALNEED 自我满足期McDonald’sFast food for quick meal orgrab and goMaster KongNational choice for stomach-feedingQUAKERBasic choice of oats foryour breakfast.StarbucksThe “third-space” Social communityHaidilao Hot PotSocial gathering/ celebration occasionYi Dian Dianpioneer in the afternoon teabreak occasion#UPGRADED HEALTH NEEDAHA/ NELO/ BUFFXFood as nutrients for self care and health#LIFESTYLESATURNBIRD/ OATLYBrand as a choice for sustainable lifestyle#EMOTIONAL PLEASUREWONDERLABEatable accessory/fashion choice

TO BE BOTH THE “FRESH CHOICE”& ALSO THE “FOR ME CHOICE”

= INTRODUCING ALOVE-AT-FIRST-SIGHT BRANDRELAUNCH

Strategic PropositionFRESHER Than Fresh让新鲜,够新鲜Product-wiseHealthy yet deliciously satisfying Transparent preparation High qual...