宝洁原创剧情短剧即将走进你家附近的超市

环球市场播报06-17

艾伯森连锁超市联合这家快消巨头推出短剧《里科的塔可饼》，以此带动旗下产品销量这部由宝洁与艾伯森联合打造的全新原创短剧《里科的塔可饼》第一集中，帮忙打理家族塔可饼小摊的祖母正在大量采购牛油果。　　内容速览艾伯森联合宝洁推出原创喜剧短剧《里科的塔可饼》，剧中植入宝洁各类产品，在门店内投放播放。美国 2244 家艾伯森线下门店将陆续上线该内容。　　走进美国任意一家艾伯森线下门店，消费者很快...

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href=https://finance.sina.com.cn/stock/usstock/c/2026-06-17/doc-inicttai6900534.shtml><strong>环球市场播报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>艾伯森连锁超市联合这家快消巨头推出短剧《里科的塔可饼》，以此带动旗下产品销量\n这部由宝洁与艾伯森联合打造的全新原创短剧《里科的塔可饼》第一集中，帮忙打理家族塔可饼小摊的祖母正在大量采购牛油果。\n　　内容速览\n\n艾伯森联合宝洁推出原创喜剧短剧《里科的塔可饼》，剧中植入宝洁各类产品，在门店内投放播放。\n美国 2244 家艾伯森线下门店将陆续上线该内容。\n\n　　走进美国任意一家艾伯森线下门店，消费者很快...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/usstock/c/2026-06-17/doc-inicttai6900534.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"SG9999001440.SGD","symbol_name":"United Global Dividend Equity Fund A SGD 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home","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PG":1.5},"content_text":"艾伯森连锁超市联合这家快消巨头推出短剧《里科的塔可饼》，以此带动旗下产品销量\n这部由宝洁与艾伯森联合打造的全新原创短剧《里科的塔可饼》第一集中，帮忙打理家族塔可饼小摊的祖母正在大量采购牛油果。\n　　内容速览\n\n艾伯森联合宝洁推出原创喜剧短剧《里科的塔可饼》，剧中植入宝洁各类产品，在门店内投放播放。\n美国 2244 家艾伯森线下门店将陆续上线该内容。\n\n　　走进美国任意一家艾伯森线下门店，消费者很快就会看到一部风格意外的原创喜剧短剧：故事围绕一位丧偶的父亲、他十几岁的女儿以及女儿的祖母经营的一家塔可饼小吃摊展开。\n　　快消行业巨头宝洁联合艾伯森旗下广告与数据部门艾伯森媒体集团共同打造了这部名为《里科的塔可饼》的短剧，单集时长 1 至 2 分钟，剧中多处植入宝洁旗下产品。这也是这家拥有佳洁士、帮庭纸巾等知名品牌的企业近百年来，一边为消费者提供娱乐内容、一边做品牌营销的最新尝试。该项目也融合了当下两大热门营销趋势：品牌定制内容与零售媒体。\n　　宝洁北美用户增长加速副总裁莱拉・科菲表示，品牌并不指望消费者在美妆货架前驻足看完一整集短剧。\n　　“如果我们能在门店里吸引到消费者的注意力，他们就会打开品牌 APP 观看完整剧集，顺便完成购物。” 科菲解释道。如今媒体渠道愈发碎片化，营销人员触达消费者的难度不断上升，这种营销模式对宝洁而言吸引力十足。\n　　艾伯森计划在门店入口、生鲜肉海鲜柜台、室外加油站等关键点位的电子屏投放 15 秒剧集预告片，屏幕附带二维码，消费者扫码即可跳转至艾伯森官方 APP，观看完整剧集，同时领取超市最新会员优惠。\n　　近年来，沃尔玛、达乐公司等实体连锁商超纷纷搭建自有零售媒体网络，依托沉淀的海量消费者行为数据，为广告主提供精准定向投放服务，以此赚取额外广告收入。但艾伯森媒体集团高级副总裁布莱恩・莫纳汉表示，现阶段各大商超的零售媒体产品大多局限于常规线上搜索广告、展示类广告。\n　　艾伯森的目标不止于售卖广告位，更要携手品牌方打造优质内容，吸引消费者从居家场景走进线下门店、完成结账消费。\n　　“我们可以尝试更多跨界合作模式，尤其是和宝洁这样深度洞察消费者、精准把握市场增长机遇的合作伙伴联手。”\n　　当然，《里科的塔可饼》最终的核心目标，是拉动宝洁旗下产品销量。\n　　宝洁委托布里拉传媒负责剧本创作与剧集拍摄，制作团队依托艾伯森的消费大数据，围绕消费者到店的 25 类典型消费场景设计每一集剧情。\n　　比如在首播集中，家里的祖母急匆匆赶到艾伯森超市采购牛油果，临结账前又想起需要入手一瓶宝洁海飞丝洗发水。\n　　除了艾伯森官方 APP，商超与宝洁还会在各自社交媒体账号发布剧集片段。莫纳汉表示，品牌将通过对比投放门店与未投放门店的产品销售额、统计观看完整剧集并下单的用户数量，来衡量本次营销活动的效果。\n　　艾伯森还将携这部短剧亮相法国戛纳创意节，希望吸引更多品牌前来合作。\n　　零售咨询机构 Media， Ads + Commerce 创始人安德鲁・利普斯曼评价，《里科的塔可饼》预示着零售媒体有望发展成比肩传统电视的主流营销渠道。\n　　“它具备电视广告的诸多优势：广泛的受众覆盖、优质稀缺的广告资源、贴合大众文化热点，唯一的短板在于很难长时间抓住用户注意力。”\n 博伊西市一家艾伯森超市内，工作人员正在整理生鲜蔬菜货架。\n　　零售媒体机构 Grocery TV 今年 3 月发布的调研显示，消费者逛超市时并不排斥简短的品牌娱乐内容，尤其是在药店、收银台、熟食区这类必须排队等候的场景中，受众接受度很高。\n　　“只要有一两分钟空闲时间，人们愿意浏览各类内容。” 利普斯曼说道。\n　　但超市冷藏柜电子屏广告的受众好感度偏低，41% 的受访者对这类广告持负面态度，沃尔格林此前就曾因这类广告踩坑。\n　　零售媒体分析师、播客主持人基里・马斯特斯提到，越来越多零售商开始携手内容创作者打造软性植入内容，替代容易被消费者忽略的传统硬广海报。\n　　目前品牌投向线下门店广告与内容营销的预算，仅占零售媒体数字广告总支出的 3%，但大量商超货架品牌希望提升这一比例，让广告投放直接和产品销量挂钩。\n　　市场研究机构埃马克特预测，2026 年美国零售媒体广告规模将达到 720 亿美元，占据全美数字广告总支出的 19%；2028 年该市场规模将攀升至 950 亿美元。\n　　科菲表示，宝洁不会局限于单一传播渠道与内容形式，只要能在合适的时间、场景触达目标消费者，任何载体都可以尝试。\n　　“行业变化日新月异，说不定五年之后，我们就能看到无人机空中大屏投放品牌剧集，一切皆有可能。” 她打趣道。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：郭明煜","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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