怡园酒庄的品牌建立议案.ppt

* We set the objective as having to put San Mig Light right into the social space of the young drinkers * The interest and enjoyment somehow have to relate to their life out there * What kind of life or social pattern? We found out that it is a free floating world of illogical logic! * Let’s listen to a typical conversation… “I’m working to death”, says one. “You’ll suddenly die without knowing why anyway!” replies his mate. “You want me to show you how to die?” adds another. “Well, shall we go to karaoke before dying?” “Karoake? Why not jerk?!” * A comment from a university professor... * Wh