著名国际广告公司李奥贝纳提案
（Sprite Positioning Concept Study）

Research Background
Sprite has been losing share in China across Metro, Urban and Town markets.　Based on consumer feedback from various studies, it is suspected that the current Brand Architecture may not be powerful enough to build preference for consumers.

Coca-Cola China is planning to modify the Brand Architecture and make it more compelling to local consumers.　Alongside with this, the target group will also be extended from a teen focus to young adults at 20’s as well.　The modified Brand Architecture has to be aspirational to the core target but also acceptable for the other segment.

Different positioning concepts have been developed and need to be tested among consumers. The concept will be used as the basis to modify the Brand Architecture, which will be taken as the footprint for brand communication in 2001.