Editing by Yanyan

Coerbie Summer Limited Edition Illustration Packaging

Photo credit: Erbis Official

The inspiration for Erbis originated in Mongolia, and in 1902, when the founder of Erbis, Three Island Haiyun, visited Mongolia, he was tired from a long journey and accidentally drank the local traditional white liquid sour milk, which immediately recovered. Influenced by its delicious and healthy effects, The three islands learned the production methods locally, and after returning home, they repeatedly studied and gave birth to "Erbis".

Today, Erbis has become a best-selling brand for a hundred years, but still maintain the image of youthful vitality, people think of Coerbis can be linked with wave points, sweet, youth and other elements.

Photo credit: Charbis official Twitter

Why does a brand create so many sensory associations? Are these sensory associations valuable for brand communication? How did Erbis's sensory associations build, strengthen and reach the hearts of the people?

In this paper, under the sensory marketing model, from the visual, auditory, taste, emotion four aspects of the analysis of Collbis, to explore the reasons why Coerbis became a Japanese national beverage, selling well for a hundred years.

What is sensory marketing?

Before analyzing Coerbie, we need to understand a concept - "sensory marketing", the concept of sensory marketing from the brand master Martin Lindstrom, simply put: the brand needs to use five senses to build a brand, need to "color" pleasant, "sound" moving, "taste" attractive, to "emotional" touching. A brand may not be able to incorporate all the sensory elements into the brand, but when you incorporate as many elements as possible, there will be synergies to achieve the effect of 1 plus 12. [1]

Five-sense effect

Brand guru Martin Lindstrom: Use five senses to build a brand

Xu Lizhao, who reconstructs the retail lab, once said, "The essence of sensory marketing is to use all the sensory factors that stimulate consumers, to stimulate their needs, desires and even dreams, and to use subconscious emotions or psychological incentives to secrete a feel-good neurotranser, dopamine, to make consumers happy and excited about buying and using the brand's products, and even to become addicted to them." "[2]

Aiming at five senses, Xu Lizhao put forward the description of visual hammer, auditory thunder, taste hook and heart wave to describe the depth of the influence of sensory factors on consumers.

On closer consideration, many well-known brands are well aware of this, and they continue to study any sensory factors and symbols that may stimulate consumers, incorporating them into the brand and sowing the seeds of desire in the minds of consumers.

For example, Coca-Cola's big red, Christmas story, after drinking bubbles hiccups, McDonald's golden arch shape, McDonald's uncle, in fact, are artificially set sensory marketing seeds, in order to let consumers better remember the brand.

Below, we'll analyze, one by one, how Erbis conquered consumers with sensory marketing.

Visual Hammer: Hammer into people's hearts with blue and white wave points

Vision is the most fully applied element in the five senses. Bright colors and unique shapes can make a visual impact on consumers. Coca-Cola's big red bottle is still a very good case.

In the battle of brands, color has always been a battleground, unique and impactful colors such as blue, green, yellow, orange, red can become an effective visual hammer, occupy the consumer mind.

Red as the most bright color often become the object of competition for brands, the fierce competition between Coca-Cola, Vodafone and Nestle, according to the "sensory brand" book revealed that the original Coca-Cola company in order to red "as their own", a lot of effort, and even a lawsuit.

Buying the image of Santa Claus in red and white is a very important part of Coca-Cola's dominance of red goods. In order to promote Coca-Cola red, Coca-Cola advertising has been strengthening the image of Santa Claus dressed in red and white, now few people know that Santa Claus was originally a green man.

Coca-Cola and Santa Claus posters

Photo credit: Coca-Cola

At the same time, Coca-Cola also created a unique shape of the bottle body, with a large red bottle to occupy the consumer mind.

Similarly, apples have been bitten on the apple icon, Starbucks' green double-tailed mermaid LOGO and so on...

So how did Erbis construct its visual hammer?

1, wave point for nails, time hammer

From 1919 to the present, the packaging of Erbis has also undergone a change of more than one hundred years, in which the wave point design is the representative symbol of Erbis, has continued to this day.

100-year list of packaging changes at Erbis

Photo credit: The official picture of Erbis

The Polbis packaging with wave point design was first introduced in 1922, when it was paired with white wave points on a blue background, inspired by the romantic Milky Way, the blue night sky and white stars, symbolizing the arrangement of galactic stars. [3]

And the most classic white-bottomed blue wave point matching is from 1953 to become the most classic color matching of Erbis, more white plus just the right blue water bead-style matching can better interpret the refreshing product features of Erbis, more comfortable visually.

Erbis LOGO

Photo credit: Chelbis's official website

Over time, Erbis has now spawned multiple flavors and packaging patterns. But no matter what container or taste, the form of the wave point pattern is unchanged. Coerbis set its wave point pattern as its core features, its various types of beverage packaging, all continue this design, and for specific product characteristics, with different wave points, such as the latest introduction of grape-flavored Coerbis, is the use of purple wave point matching, soybean milk fermented plant Kikorbis using soybean yellow wave point.

Coerbie product map

Photo credit: Erbis Official

There is even a strict "Calpis Polka Dot" standard inside Erbis, which means that each Polbis dot pattern must be "evenly but irregularly arranged" and that it must present a perfect dot. No matter what company you work with, Erbis sticks to the small details.

Coerbis to the wave point pattern as a nail, with time hammer, the wave point hammer into the hearts of consumers.

2, multi-scene penetration, strengthen brand characteristics

At the beginning of the regression design, from the point of view of graphic design, the wave point graphics of Erbis are abstract geometry. Comparing the image pattern, the advantage of abstract graphics is that it is easy to expand, can be easy to apply the feature itself in various scenes to do design extension, repeatedly strengthen the impression of features, the disadvantage is to be easily remembered by association with specific things. [4]

Coerbie knows the way in which, by teaming up with multiple brands, it penetrates the wave point of Erbis into more scenes to strengthen brand identity.

Coerbis' 2017 home collection co-branding is an excellent example of a wave point design extension, and by working with Afernoon Tea, Coerbis has launched a range of branded derivatives, simple summer short T, Coerbis-style hugs Pillows, pour water into the bottle will have transparent blue raised glass kettle, such as a series of single products up to more than 90 pieces, each piece of a classic blue and white color scheme and wave point pattern, with a strong sense of brand belonging. [5]

Erbis x afternoon tea

Photo credit: Erbis official twitter

Coerbis hopes to strengthen Coerbis's wave point image through a joint postnoon tea. For those who were originally impressed with Coerbie Blue And White Wave Point, each application of derivatives is a memory enhancement, according to familiar laws, let people choose Coerbis more priority in the next consumption;

Hearing Thunder: Create the Coerbie Sound

Hearing is second only to visual stimulation.

Hearing marketing, it sounds like it's a long way from us, but it's not.

You may not remember the blue-and-white logo of a cool dog, but you do remember the phrase "HELLO cool dog" when you turned on the blue-and-white music software. You may not remember the QQ interface of the 1920s, but you must remember the coughing sound that your friends would make as soon as they came online, and the sound of "drips" bouting windows when you received the message.

The unique sound of a product in the process of consumption can form a brand memory and even stimulate more desire to buy. Specific music, sound, language is like a thunder, into the hearts of consumers, so that the audience from hearing to the sensory resonance and memory.

Most people may find it hard to believe that many products and brands create sound based on this principle.

At the end of a day's driving trip, the dreary noise of closing doors is no accident, and many car brands have dedicated teams to test and develop more appropriate seals. Because of the crisper door sound, the dull closing sound will give people a high-end feeling.

Between the screw cap and cork wine, more people will choose cork. Because when the cork is removed, a "bang" can remind them of the slow fermentation of wine in casks, people subconsciously think that such wine is more mellow. [1]

So how did Centennyls build his auditory thunder?

1, the integration of summer background tone, the establishment of brand youth image

In Japan, summer is given an unusual meaning.

Summer in Japan is usually associated with youth, beauty, dreams and vitality. Japanese has such a sentence "summer is over", this sentence and "tonight's moon is really beautiful" with the same subtle hint, meaning that the meaning of growing up overnight, with a little sadness about the passing of youth.

Coerbis in the creation of advertising combined with Japan's unique summer complex, through the fusion of music, sea breeze, play, fireworks and other sounds, to create a beautiful image of the brand's youth.

The spark of Erbis's youth sets the scene at the seaside, and the story begins with Erbis CM (TV commercials) spokesman Yoshino Nha Yu and her friends watching the sea by the sea and enjoying the peace of summer. Suddenly, Yongno Bud Yu proposed to go to the mountains at night to see fireworks proposal, "near graduation eve, do not leave regrets, what you want to do to complete it", Yongye Bud Yu and her friends along the seashore to the top of the mountain, in the fireworks blooming when they saw the bright fireworks.

BUMP OF CHICKEN background music, the vibrant sound of a wild bud, the playful sound of running along the seashore, the "bang" sound of fireworks blooming in the night sky... In this advertisement is full of beautiful youth that can be felt away from the picture.

The story in the Coerbis Black Island knot also takes place on the summer beach, the story begins with the Coerbis CM spokesman Black Island knotted to the favorite boy, the boy is lying on the stone steps by the sea closed his eyes, "Hey, this is my place", the black island knotted bent down to say to the boy, and then Leigh sat down next to him, over the boy snatched his Cobis, drinking freely. Looking at the Black Island knots against the sea breeze, in the hot sun to drink the scene of Erbis, the boy could not help but express the hope that this moment can stay forever sigh.

Coerbie Black Island dishes

With Mr Children's background music, the sound of the wind blowing the sea, black island dishes and boy-loving playful dialogue, these distinctive sounds make corbis the most youthful summer.

2, insert the user scene sound effects, strengthen the brand memory point

On a hot summer's day, there's nothing more comfortable than a cold drink after exercise.

Positioned as a summer drink, Erbis captured the consumer's psychological appeal, starting from the user's consumption of Erbis scene, created three user scene sound effects: the sound of Erbis "twisted" into the ice water, drinking Coerbes when "grunting" swallowing sound, drinking Coerbes after the anxiety was relieved naturally issued "a ha" comfortable sound.

Erbis can be the year Lingnai soda water article to locate the scene in the music party on the beach, hot summer under the high-intensity activities so that the spokesman can be lingnai sweaty back, but watching the favorite party successfully held, can the year Ling Nai smile. Looking up "grunting" to drink Erbis, issued a pleasant sigh, the body tired feeling faded, and suddenly full of strength.

Erbis can be the year Lingnai soda water article

By incorporating the sound of three user scenes into summer ads, Coerbis increases the user's sense of experience when watching ads, as if immersive, and he is also in the hot summer days because of a large mouthful of cold Coerbie and feel comfortable. This way of connecting hearing to the brand can effectively enhance the brand's memory, and the next time you hear a similar scene sound, you naturally think of the brand, thus stimulating the desire to buy.

3, 30 years as a day, deepen the brand impression

One diary can't live, two diaries can't live, so what about thirty years?

From 1993 to the present, Erbis's "First Love Girl" offensive has been going on for more than 30 years. From the first generation of girl spokesman Yoshida is still beautiful, the advertising scene of Erbis will be mostly carried out in the summer seaside, through the sea breeze, and lovers playful voice cast the image of Erbis youth.

And since the third speaker, the sound of user scenes such as the "twisting" of ice water, the "grunting" when swallowing, and the "a ha" after drinking have also become an integral part of the propaganda of Erbis.

Sound has a cumulative effect on human memory, and through three decades of continuous strengthening, the unique Queerbis sound has deeply penetrated people's hearts, occupied the consumer's mind, and become a trigger for consumer desire button.

Taste hook: Creating the taste of Erbis

Taste is the most addictive of all senses and produces impulse consumption of the senses, "hope plum thirst" is a typical case of taste association.

Have you ever had such an experience? When you want to eat a certain food, you are very eager, this desire is far stronger than you want to see a movie, buy a certain dress. When you like a gourmet taste, your fond of it will last for a long time, so much so that you will try it regularly. [2]

The taste is like a hook, hooking the consumer's heart. As a bottle of drink, Erbis attaches great importance to the creation of taste hooks.

1, pay attention to the protection of raw liquid, the manufacture of unique Erbis

"Erbis raw liquid" is an important part of Erbis, "Erbis" raw liquid water production method from the early days of the creation as the mainstream production mode of Erbis has been used.

As a result, from the eight years of Japan's Dazheng (1919) to the present, Erbis has been paying special attention to the protection of raw liquid. According to Asahi Beverage Co. , Ltd. Marketing Department Assistant Mr. Arakawa Haoi revealed that during the Pacific War, in order to protect the original liquid, the company organized the evacuation to avoid the crisis of air strikes on the original liquid;

Coerbis organized the evacuation to avoid the original liquid by air strikes crisis

Photo credit: Asa japanese beverage agency

Similar to Coca-Cola's formula, the original liquid is called "Erbis" of life, once lost, Erbis can not continue to exist. [7]

2, broaden the differentiated consumption scene, to create a Coerbie and trend

A key goal of marketing is to make consumers dependent on a brand or product, to form an addictive consumption, to become a brand loyal customer, food and beverage taste experience often brings an aftertaste feeling, in all feelings, taste is also the most easily consumer "addictive". [2]

Excluding the usual drinks, Erbis focuses on creating a differentiated consumer scene for Erbis, incorporating the sour and sweet taste of Coerbie into more different products.

Positioned as a summer drink, Coerbis focuses on the combination of anti-summer weapons and ice when creating differentiated consumption scenarios.

In 2017, McDonald's Japan, in partnership with Corbis, limited the "McSHAKE" Corbis flavor milkshake, incorporating the sweet and sour Corbis raw liquid into the cold milkshake, which is refreshing and delicious to drink, both the strong texture of the milkshake and the sweetness of the Corbis. From a drink to a taste, Erbis took an important step in this joint venture.

McShake Kearbis flavored milkshake

Photo credit: Erbis official twitter

In 2020, Coerbis officially launched the latest summer ad, sponsored by Naozawa Yamei, in which hemp sauce in a bathrobe sits on a small stool on the street, siping ice made from Erbis and smiling happily. In this advertisement no longer exists as a simple drink, has become a can make shaved ice ingredients, a flavor of shaved ice, original taste, grape flavor, orange flavor, green apple flavor, mango flavor, pick up Coerbis you can enjoy the corresponding different flavors of shaved ice.

Unlike the 2017 "McSHAKE" Erbis-flavored milkshake, the taste of Erbis is no longer seasonal, nor is it limited to McDonald's milkshakes, it becomes a summer life can be made at any time of delicious, Erbis taste feels further spread.

Shaving ice made by Coerbis

Photo credit: Erbis official twitter

In addition to the ice that combines with the "Summer Drinks" positioning of Coerbie to create the Coerbis-Tide, Erbis also focuses on incorporating traditional Japanese culture into the relevant product creation.

Cherry blossoms are popular with The Japanese people as the national flower of Japan, and the annual festival from March 15th to April 15th is the Cherry Blossom Festival in Japan. Every time the cherry blossom festival, people will bring food and wine with friends and family to meet the cherry blossom tree.

During the 2018 Cherry Blossom Festival, Erbis' official Twitter account posted a video of the production of the Erbis Cherry Blossom Frozen, which blends Erbis with jelly to create a delicious scene of Erbis Cherry Blossom Frozen.

Cherry blossoms frozen by Erbis

Similarly, in order to celebrate Japan Boys' Day, the introduction of the Coerbie koi cake, Japan has a "family has boys, family hanging koi" statement, with hanging koi flag to pray for the early success of the family boys.

A koi flag made of Erbis

Mind waves: Shaping Coerbie's identity

Vision, hearing, taste, is that enough?

If you just want to be remembered as a brand, that may be enough. But to become a brand that consumers really identify with, visual hammers, auditory thunder, taste hooks are not enough.

Emotion is a very important part of brand marketing, if the brand can bring positive mood swings to consumers, he can achieve better results in sales.

Martin Lindstrom wrote in Sensory Brands: "In order for a brand to rise from a 'traditional level of loyalty' to a status similar to 'religious worship', it requires an unwavering belief in the identity of worship." "

Corbyn is a brand with a clear vision, and the creator of Corbyn, Sanjima Hayne, often says "national interest wealth" at work. In the early days of its creation, Erbis had already consciously carried the banner of "The Future of the Japanese People" on his shoulders.

After the 1923 Kanton Earthquake, people gathered around Tokyo for food shortages in Ueno Park and Ybyby Valley Park, and Erbis set up several locations in Tokyo to offer delicious Erbis.

At the same time, Erbis is also very committed to the healthy growth of future children. "For the sake of our country and the people of the world, we have to do what we can." Founder Three Islands Hayne once said such a thing. When he took over Colbis, Mr. Corbyn's marketing marketing market was also taken over by Mr. Three Islands Hayne's desire to make some efforts for the healthy growth of children.

An interactive map of Erbis and Japanese children

Photo credit: Erbis Official

On the one hand, Erbis provides Erbis to nurseries and kindergartens across the country, allowing children to celebrate traditional Japanese culture while drinking Coerbis, and donating to children's cafeterias and food and education.

On the other hand, they have been focusing on mental health research in the hope that they can find ways to communicate in person through Coerbis.

The 100th anniversary of Erbis also launched a special event, held throughout Japan, "Erbis tap" event, which was very popular at the time, when the tap turned around, the sour and sweet Cobis will flow out. This project not only makes children happy, but also makes parents happy. [8]

Children take part in a picture of the "Chelbis Tap"

Photo credit: Erbis

Hard-to-crush Erbis

Martin Lindstrom's "Sensory Brands" mentions a way to test whether a brand is truly recognized by its users - shredding tests. [1]

Simply put, is the brand logo removed, do you still know the brand?

Many of the world's familiar brands can be tested by smash testing.

McDonald's, a well-known fast food brand, is the "excellent student" of the crushing test class, and its double arch-shaped yellow M-shaped logo is its classic visual image, McDonald's in the daily publicity will pay great attention to the brand crushing.

Since McDonald's launched its "follow the arches"-themed outdoor ad in 2018, the "M" has ceased to appear in its full image, but has begun to be deconstructed and given new meaning.

Deconstructed McDonald's

Photo Credit: McDonald's Official

By pushing down the original design structure of the M-word, extracting the most core elements such as "yellow" and "shape", so that consumers can identify the brand at a glance. [9]

And after the visual hammer, auditory thunder, taste hook multi-angle shaping, Erbis has long been a product that can be tested by smashing.

Covering the LOGO on its bottle, we can easily identify its brand from the blue-and-white wave point design.

Coerbie product map

Photo credit: Erbis official twitter

It's easy to associate "a ha" with cockerel when we hear the "grunt" swallowing and the "a ha" sigh after drinking.

Even if it is out of the original bottle body of the drink, cup shape, eliminate all sounds, only through the small blue and white dot, we can see the shadow of Erbis.

A promotional map of Coerbie's collaboration with the little pink rabbit

Photo credit: Erbis official twitter

Erbis has long been more than just a simple milky-white beverage image in people's minds. When people say Erbis, there are all sorts of blue-and-white waves in mind, beautiful youth, summer beaches, fetters between loved ones.... It transcends the boundaries of ordinary drinks and becomes an abstract image of the beautiful emotions that people place on them, and the bonds of that emotion are constantly strengthening.

How to become a brand that can live for 100 years? We may be able to find the answer in Erbis.

Reference source:

Sensory Brands, April 1, 2011, by Martin Lindstrom

Xu Lizhao, "Forget the concept of hype, brand marketing should return to the foundation of the "6-sense model", July 9, 2020, reconstructing the retail laboratory

The official website of Erbis

[4] JustForTea, Reflections on the Design of the Nikkei Design Dialysis Brand Features, 2019, Station Cool

Haru, "Erbis Out of home series Good To See Silly Eyes," June 15, 2017, haruru

When the summer is over, what does it mean to know that summer is over? , May 14, 2019

[7] Kaori Isomura, "Calpis has a secret stock solution that has been poured in for about 100 years" From the tradition and new challenge of Japan's first lactic acid bacteria beverage, "Karada Calpis" was born, June 13, 2017, HUFFPOST

[8] What can we learn from Calpis brand marketing, which changed the perception of "white juice", on April 6, 2020, ferret

Fusasa, "The New Visual Recognition Design of the Golden Arch, Do You Love It?" Agency for Advertising Intelligence, 26 July 2019

Source: FBIF Food and Beverage Innovation (ID: FoodInnovation), Innovation, Depth, Driving the Food Industry.