对于可口可乐和百事来说,更换新标识是一件既有诱惑性又冒险的事。诱惑之处在于,“两乐”需要不断迎合新新消费者的审美趣味,保持时尚,因此也自然更愿意把换标事件当作营销卖点去激活消费者和市场。然而,一旦新标识不被消费者接受,不但白花了大把的银子,还会直接影响销售,可谓赔了夫人又折兵。 For Coca-Cola and Pepsi, changing the logo is both tempting and risky. The temptation is that the “Two Leds” need to constantly meet the aesthetic tastes of new consumers, to maintain fashion, it is also natural to be more willing to use the label change event as a selling point to activate the consumer and the market. However, once the new logo is not accepted by consumers, not only will it cost a lot of money, but it will also directly affect sales.