Open the circle of friends, the screen is full of the new product "Coconut Cloud Latte" jointly signed by Luckin and Coconut Tree.
Paper bags and cup sleeves retain the style of "mudslide in the design world": simple and rough PPT design, five-cent special effect color collision, and unscrupulous large character arrangement.
But the effect was surprisingly good, selling 660,000 cups on the day of the launch.
Combined with Heytea's recent hit "Cool Blackberry Mulberry", the new beverage packaging trend has begun?
Sold 660,000 cups on the day of the debut
Ruixing × Coconut Tree this wave is a little fire
Recently (April 11), luckin and coconut tree jointly launched the "coconut cloud latte" all over the Internet, I quickly ordered a cup to taste.
This cup of product, with a whipped coconut milk instead of a regular milk cap, has a dense, rich and sweet taste.
The matching coconut cloud cup set and limited paper bag have reached the point where "a bag (set) is difficult to find".
Its design properly inherits the characteristics of the coconut tree. For example, "drink from childhood to the atmosphere", as always, is still the coconut brand coconut juice that is frantically tempted on the "edge ball", and the "atmosphere" is also justified, referring to the "milk cover" of the coconut cloud.
At 9 o'clock on April 12, Luckin Coffee issued an announcement that the total sales of coconut cloud lattes on the first day had exceeded 660,000 cups.
Also because of the joint packaging fire out of the sky is also Xi tea.
On April 7, Heecha and Fujiwara Hiroshi jointly launched the limited drink "Cool Blackberry Mulberry", as well as limited editions such as accompanying cups and art cups.
The product is hand-peeled fresh mulberry pulp mixed with fresh strawberries, refreshing and not greasy, full of bursting juice experience in one bite.
The most distinctive is the black packaging, full of high-grade sense, the new product just pushed, the little red book appeared on a variety of "packaging materials two innovations", the cup, packaging bag into pen holders, vases, tissue boxes, backpacks, creativity emerges in an endless stream.
"Change the packaging can fire" is an old topic in the beverage circle.
At the moment of being affected by the epidemic, it may be a good idea to make a fuss about packaging -
Take-out and take-out have increased
Packaging is the best advertising space
Under the impact of the epidemic, many places have suspended dine-in, and take-out and takeaway have become the main ways for stores to connect with customers.
Paper bags, cups and sleeves are an indispensable input in every store.
Working packaging may be a good way to create a topic in the current epidemic and keep it high.
Observing the marketing of numerous brands, I found 3 highlights:
1. Luckin: From topic warm-up to "Drinking Challenge"
The packaging of coconut tree itself has a natural topic degree, and it is expected to be popular, but Luckin's marketing ideas are also worthy of attention.
Before the new product was launched, Luckin first came to a wave of warm-up: "Countdown to 3 days!" For the first time in 34 years, the cooperative brand has been jointly named. ”
There is also a co-branded poster below, with a large mosaic on it, and you can see the classic color of the coconut tree at a glance.
Netizens in the comment area have replied: "This code is the same as not playing." ”
Then Ruixing tweeted: "yym, please let me finish the performance quietly, I will really thank you." "Luckin's wave of operations has allowed the joint name, which is already topical, to accumulate more expectations."
After the coconut cloud was popular, the "coconut cloud correct drinking method" challenge boom soon appeared on the little red book, netizens rushed to imitate the coconut tree spokesperson Xu Dongdong on the coconut palm juice packaging advertising style, Xu Dongdong even personally went to the battlefield to demonstrate the "correct drinking method".
Packaging comes with its own topic, early accumulation of consumer expectations, and later use of "drinking challenge" to continue the heat, this set of ideas, but also the new product marketing to play clear.
2, like tea: encourage the second creation, bring new heat
As a joint large household, Xicha is characterized by "two innovations".
Netizens have transformed the cup into a brush holder, pen holder, aromatherapy, vase, and used the cup to raise flowers and make bonsai; the packaging bag has been transformed into a tissue box, backpack, handbag, black background color with white logo, cool.
Many bloggers have posted their second creations on social platforms
Heytea also posted to encourage the transformation, "Let the items be recycled, so that drinking tea looks cooler." ”
Black tide design + user participation + environmental protection concept, Xicha also implanted itself into the consumer's life scene.
At the same time, having the same potted plants and tissue boxes as the Little Red Book has also become the reason for customers to consume, and the second creation is becoming a new value point for tea drinking.
3, the collection of cup covers, paper bags, is the young people's "tide culture"
There is a "professional 'waste' paper group" on Douban, and members like to collect movie ticket stubs, air tickets, train tickets and other types of "waste paper". After I picked up numerous posts, I found that young people have a strong interest in collecting beautiful cup sets and paper bags.
Taking photo frames, using photo albums, making handbooks, and collecting cup covers and packaging bags are the "tide culture" of a large number of young people. It's like when I was a kid collecting nice stickers, and seeing that drawer of stickers, I felt a strong sense of satisfaction.
Brands are also "pinching" this consumer itch, such as tims launched a while ago in the cherry blossom season paper bags, pink, white, green, get the paper bags, you can feel the spring feeling.
Many netizens took photos and shared on social platforms, and said that they would start collecting Tims paper bags.
Luckin has worked the cup cover, light milk, Brown Bear family, autumn first cup of velvet milk tea and other series, harvested a large number of set cup set enthusiasts.
Recently, there have been some "diversion items"
It is very exciting to buy
1, Samsung pile co-brand small biscuits, easy to operate and not easy to backlog
Among the many new spring products, I noticed that Bawang Chaji has a milk tea that is jointly named with Sanxingdui;
The cream top is matched with a small biscuit of the Sanxingdui mask, which stands out in an instant, and is jointly named with the topicality of sanxingdui, which is easy to get attention.
Each city and region has its own cultural business card, linked with them, with a strong operability of the "small biscuits" to reflect, cost-effective, but also not easy to form an inventory backlog.
2, two small trinkets, but became a drainage artifact
Book also burned fairy grass new product orange man camellia, buy two cups of camellia hairpin and cherry blossom stud earrings.
A small card has played the role of "four or two strokes of a thousand pounds" and has become the reason for young people to punch cards.
Some consumers commented, "Books are really good at it, and the hairpin card has pinched my heart!" ”
3, mobile phone wallpaper, and consumers over the air interaction
On the Little Red Book, the new wallpaper of Xicha has already had a considerable degree of popularity, and Luckin officials will also "feed" the wallpaper from time to time.
There is no need to meet offline, no material costs, a picture, the brand can interact with consumers over the air, maintain communication.
At the same time, On the basis of the joint name, Xicha directly staged a wave of improvised small creations, painting the classic tea drinking villains into various images, which not only narrowed the psychological distance with consumers, but also achieved the purpose of dissemination.
4, epidemic prevention creative stickers, there is a philatelic flavor
Under the background of the epidemic, Xicha designed a series of epidemic prevention stickers, and the takeaway order was randomly given, which also set off a burst of collection heat.
The use of "set stickers" to drive the topic, publicize the epidemic prevention, but also provide the brand with continuous exposure, while not increasing the internal and external operation difficulties for the store.
Drinks are changing packaging every year, and this year, it seems more important to be creative on packaging.
Under the epidemic, dine-in food is reduced, and takeaway and takeaway packaging is an opportunity to communicate with consumers.
In an unstable market environment, brands also need to maintain a sense of freshness and increase interaction at all times.
At this time, the uninterrupted launch of fun, good-looking, highly discussed joint packaging may be a way worth trying.