百事2022“打开百事 把乐带回家”再启新篇 释放年轻活力，定义新式乐团圆

时间：2021-12-31 18:28:39阅读：187次
12月27日,百事公司(以下简称“百事”)隆重发布《百事2022把乐带回家新春贺岁片》,以活力欢乐的歌舞巨制点燃大众的新年期待,也标志着百事以更为年轻化的新姿态开启&ldquo

      12月27日,百事公司(以下简称“百事”)隆重发布《百事2022把乐带回家新春贺岁片》,以活力欢乐的歌舞巨制点燃大众的新年期待,也标志着百事以更为年轻化的新姿态开启“把乐带回家”的下一篇章。这一次,百事希望将年轻文化与表达注入传统新年文化,打造全家人皆有共鸣的新年之乐。2022要年味十足,更要趣味爆棚!

      过去的十年里,百事“把乐带回家”不断讲述“阖家欢乐”对于个体及家庭的意义。因为百事相信,无论时代如何变化,“团圆共乐”始终是每个中国人内心最殷切的期盼和向往。2022年,是“把乐带回家”第二个十年的起点,百事发现社会文化的快速发展虽然为人们提供了多种多样的文娱活动,但实际能让老少阖家同享新春趣味的方式却越来越少。如何在春节这个“家文化”色彩浓重的节日里,真正做到全家心相连、乐相通?

      年味新演绎,扎根传统的文化趣表达

      尽管每代人的新年记忆都不尽相同,但不断演变的形式背后,人们对于美好生活的憧憬和对节日欢乐的向往从未改变,这才是年味真正的意义。今年百事“打开百事,把乐带回家”就用年轻态的语言创新演绎“新年味”。打开《百事2022把乐带回家新春贺岁片》,就打开了一卷串联传统与现代的春节绘卷。一首耳熟能详的新春神曲《恭喜恭喜》融入说唱、流行编曲等元素,伴随着音乐响起,长卷徐徐铺开,百事可乐代言人王嘉尔、邓紫棋、李现、美年达代言人王源、百事新春代言人刘浩存依次现身,活力演绎放鞭炮、发红包、画糖画、舞狮子、迎财神等深深烙印在老一辈记忆的传统年俗,以年轻人所独有的创意与表达,“绘制”出洋溢新年味的百事春节长卷,展现出新生一代对传统文化的认可与传承。

      今年,百事还联合全国领先的社会类短视频媒体《梨视频》,从全国上万名拍客中筛选了系列春节共乐故事,打造《年轻人的新年图鉴》纪实新年专辑——以年轻人的视角洞察老一辈的情感诉求,并用自己的方式为之创造春节新体验,让两代人共同感受并分享新年快乐。百事希望这些故事在给两代消费者带来欢笑的同时,也能为更多家庭带来春节共乐的新灵感。

      祝福新载体,连接全家的春节仪式感

      一张圆桌、一顿年夜饭,串联起的是一份无法割舍的亲情。饭桌,是团圆的地方,而团圆饭桌上的碰杯时刻,正是新春仪式感浓度最高的时刻之一。一直以来,百事、百事可乐无糖、美年达和7喜不仅是年夜饭佐餐必备,更是亲朋好友佳节欢庆的佳选。今年,百事公司升级打造4款瑞兽新年主题罐,金狮、老虎、喜鹊、锦鲤四只瑞兽“飞入”产品罐身,瑞兽所象征的传统寓意结合品牌天然的祝福语属性,实现祝福双倍,打开百事、百事无糖、美年达和7喜,就是打开新年好彩头。

      年俗新互动,撬动两代的乐团圆记忆

      “恭喜发财,红包拿来”是年年不变的春节习俗。对于老一辈而言,红包压岁寄托着他们对后辈平安的祈愿,于年轻人而言,抢红包已成为与亲朋好友分享欢乐的方式,而百事的红包活动则能将老一辈的祝愿与年轻一辈的欢乐相容,以数字化手段焕新年俗体验。2022新春来临之际,百事在2021红包活动的基础上实现全面升级,携手腾讯、支付宝两大数字化平台打造上亿奖池,以辐射线上线下全渠道的数字红包活动带动两代人同享新春欢乐,也为疫情背景下异地过年、未能相聚的家庭送上超越地域和时间限制的美好祝福。

      过往的10年里,百事“把乐带回家”诠释并承载了一代代中国人对“家文化”的理解与思考,见证了众多消费者阖家团圆的幸福时刻;第11年,“打开百事,把乐带回家”用年轻化的表达展现人们对“家”和“乐”新的期待,用新春的快乐将两代人的心紧密连接。在这个中国文化中最重要的传统节日,百事始终能共鸣消费者的深层情感诉求,陪伴消费者追求“新春乐团圆”的真谛。未来,百事将一如既往传递最本真的共乐情感,寻求不同方式陪伴中国人尽享阖家欢乐。

      责任编辑：任芯仪(EN063)

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