“力波”是上海啤酒市场上众多品牌之一。因为它身处上海,所以面临过于残酷的竞争。因为它身为品牌,必须要留给受众最强烈的印记。因为它陷于洋品牌的包围圈,更需唤起民众情怀。也许就是这些原因,“力波”在广告主角形象——暗示消费者群的过程中不遗余力,但历三次大转折后,反而有虎头蛇尾之嫌。 “Lippo” is one of many brands in Shanghai beer market. Because it is in Shanghai, it faces too brutal competition. Because it is a brand, you have to leave the strongest mark on your audience. Because it caught in the encirclement of foreign brands, but also need to arouse public feelings. Perhaps for these reasons, “Wave” in the image of the protagonist - implying that the process of consumer groups spared no effort, but after three major transitions, but there is a tiger.