Brand Marketing
A Failed Plant-Based Protein Drink Case Study: Doing Business with a "Communication Mindset" Will Kill You!
This article, authorized by the author, originally appeared on Baibu Buru Yijian (ID: bwbryj123). It analyzes the failure of Coca-Cola's Minute Maid "Zhi Chang Xin Ren" plant-based protein drink, attributing it to a narrow positioning, awkward personification, and a pseudo-category, ultimately contrasting a "communication mindset" with a "market mindset" and a "business mindset" for sustainable success.
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