第32回｜立頓奶茶復刻：667 封抗議信逼出的品牌事件

from 日本商業現場 · host 研究生 Keith

667封抗議信變成情書：森永把立頓奶茶的改版危機轉成史詩級行銷。 . ▍本集重點 • 立頓奶茶1989年推出、2022年改版提升茶與奶含量，消費者反彈激烈，森永收到有史以來單一產品最多的667封抗議信 • 森永將抗議信定義為「粉絲情書」而非危機，一年後推出「舊發售」復刻原味，創意轉危為機 • 聲優加持、主題曲歌詞來自粉絲信件內容、限定廣告等多層行銷包裝，重啟生產的舊款在YouTuber社群掀起懷舊風潮 • 從改版失敗到品牌敘事翻轉，展示企業如何將消費者的怒火重塑為品牌忠誠度與集體共鳴 . 📌 本集精選自《日本大特搜》EP112，加入最新觀點重新錄製。 . 🎧 Keith 的另一個節目《日本大特搜》——日本旅遊、美食、生活文化，每週更新。 Apple Podcast: https://researcher.studio/jv-apple Spotify: https://researcher.studio/jv-spotify -- Hosting provided by SoundOn

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第32回｜立頓奶茶復刻：667 封抗議信逼出的品牌事件

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