美汁源 x JOGUMAN 双城快闪

美汁源 x JOGUMAN 双城快闪

2026年09月25日-2026年10月25日

广州中大天地、深圳壹海城ONEMALL

项目预热

项目现场-广州

项目现场-深圳

美汁源 × JOGUMAN 乔古漫双城联动快闪，分阶段落地广州中大天地、深圳壹海城 ONEMALL，整体周期自 2026 年 9 月 25 日至 10 月 25 日，以新品双爽柠柠为核心载体，打造 “清爽柠感乐园”，是饮品品牌和治愈系潮流 IP 跨界的分城递进式营销项目。项目依托美汁源清爽果饮的产品调性，嫁接 JOGUMAN 标志性软萌恐龙角色 IP，跳出传统饮品路演单纯试饮促销模式，将柠檬风味带来的松弛清爽感转化为可打卡互动的童趣场景。两城空间保持统一视觉体系，以明亮柠檬黄为主色调，核心造型装置为巨型布拉吉奥恐龙立体 IP 雕塑，搭配手绘柠檬插画围挡、气泡造型装置、主题打卡背板；空间划分为 IP 打卡区、集章互动区、试饮体验台、周边兑换区，采用模块化轻质搭建，板材、喷绘、软膜为主，便于两地复制、拆装转运，保障双城视觉统一性，适配商业外广场开放环境的制作落地要求。活动设置分城节奏，广州站率先启幕，深圳站接力延续热度，现场开放饮品试饮、集章打卡、幸运转盘、联名周边兑换等轻互动，将试饮体验与 IP 收集玩法绑定。在传播营销链路中，JOGUMAN 自带小红书、短视频平台的高适配治愈属性，高颜值 IP 装置天然适合产出打卡 UGC；双城接力模式拉长传播周期，广州站先行释放种草素材预热，深圳站承接流量延续话题，形成 “线上 IP 粉丝蓄水 — 线下双城分批体验 — 用户打卡返图扩散” 的闭环。项目意义在于借助 IP 合作打破果汁饮料品类同质化的营销困境，用 JOGUMAN 治愈、轻松的人设，赋予双爽柠柠情绪价值，不再只强调口味；广州、深圳同属华南年轻消费集中城市，双城布局实现区域高密度曝光，精准触达学生、年轻白领两大客群，完成新品的区域上市渗透，同时帮助美汁源塑造更年轻化、更具社交属性的品牌形象，实现饮品销售转化与品牌好感度同步提升。

The Minute Maid × JOGUMAN dual-city pop-up runs sequentially at Sun Yat-sen University World, Guangzhou and ONEMALL Yihai City, Shenzhen, from September 25 to October 25, 2026, built around the new Double Lemon Drink and themed as a refreshing lemon playground. This staged cross-border campaign pairs the fruity beverage brand with the popular healing character IP, translating the fresh taste of lemon into a playful, immersive scene beyond simple product sampling. Both sites follow an identical visual system dominated by bright lemon yellow, anchored by a giant Brachio dinosaur sculpture, hand-drawn lemon illustrations and bubble installations. Zones include photo spot, stamp-collecting station, tasting counter and gift redemption booth. The lightweight modular construction with printed panels and fabric membranes enables consistent visuals, easy assembly and transfer between two cities. Guangzhou kicked off first, followed by Shenzhen. Visitors can sample drinks, collect stamps, spin the lucky wheel and obtain limited co-branded gifts. For marketing, JOGUMAN’s cute characters perform well on Xiaohongshu and short video platforms. The two-phase schedule extends the campaign lifecycle: Guangzhou generates initial UGC seed content, while Shenzhen sustains online buzz, forming a loop of preheating, offline experience and social sharing. This collaboration differentiates Minute Maid from competing juice brands by attaching emotional comfort via the IP. Targeting young students and office workers in South China, the dual-city strategy delivers concentrated regional exposure for the new lemon drink, driving trial and sales while upgrading Minute Maid into a more social, youth-oriented beverage brand.

品牌信息

美汁源 Minute Maid 隶属于可口可乐集团，1945 年诞生于美国，是全球经典果汁饮品品牌，国内以果粒橙为标杆产品，近年持续拓展柠檬、果味清爽新品线。JOGUMAN 乔古漫是韩国 Joguman Studio 打造的治愈恐龙 IP，由 LINE FRIENDS 负责全球 IP 运营，以反差萌恐龙角色、简约手绘画风出圈，主打微小日常里的松弛治愈感，在年轻社交圈层拥有稳定粉丝基础，是国内商业快闪热门合作潮流 IP。

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识