The marketing circle has not really brushed the screen for a long time.
Until yesterday, Luckin X Coconut Tree was jointly listed, and it was all over Weibo, Little Red Book, and Circle of Friends.
Netizens have said, "I'm sorry for the small money, I really need this coconut cloud latte." ”
Early this morning, Luckin released a war report, saying that this cup of coconut cloud latte won the single king on the first day, selling more than 660,000 cups!
In this way, many netizens have publicly "threatened" to seize the replenishment, otherwise Ruixing will be fully responsible if he can't sleep today.
Compared with most brands, this wave of co-branding is really driving consumer carnival. Take the copywriting on the co-branded packaging, for example, "This cup is in the atmosphere."
Luckin X coconut tree, dirt and tide
This coconut cloud latte on the atmosphere is a new co-branded product launched by Luckin on the first anniversary of raw coconut lattes, after selling 100 million cups, and coconut trees that have not cooperated with the outside world for 34 years.
Luckin also claimed that this new product this year's OKR is also going to sell 100 million cups.
The most intuitive attraction of this new co-branded product comes from capturing the essence of the coconut tree as a "mudslide in the design world".
As we all know, the coconut palm juice packaging personally handled by chairman Wang Xingguang has long made the coconut tree word design style and become a banner in the design community.
Over the years, not only coconut tree packaging has been like this;
Outdoor advertising is like this;
Even job advertisements strictly follow the Group VI system.
In this regard, a foreign design tutor once commented in the class: "The design of this bottle seems to be illogical, but it hides Mondrian's aesthetic concept." ”
Compared with Xiaomi Lei's total spending of 2 million to ask the master to change the logo, so that netizens directly called "deceived", this wave of Coconut King Chairman obviously also won in the atmosphere.
Luckin X Coconut Tree, a group of joint names, continues to fully apply the "colorful black" on the coconut tree packaging, and under the word layout of a collection of hundreds of families, it not only has the Asian cyber atmosphere created by Hong Kong neon lights and the essence of Macao characteristic advertising, but also has the wind bone of the small card in the door seam of the hotel.
This design collides with Luckin's usual minimalist and light luxury, and at once pulls the latte's light business atmosphere of wearing a suit A-line skirt to the island's slippers and flower pants.
This also caters to the aesthetic principle of contemporary people that "the soil is the ultimate tide". From co-branded cup covers to paper bags, they have become fashion items in the hands of netizens.
Of course, the design of the coconut tree with too strong style is not "perfect". For example, when the two official announcements are warmed up in the early stage, it is difficult for netizens to cooperate with "creating suspense".
Suspense warms up, pre-empts a loneliness
As early as April 8, Luckin has begun to release a suspense poster for this new product.
However, due to the excessively strong visual memory brought by the design of the coconut tree, even if the whole body of the package is mosaiced, it is difficult for netizens to pretend not to know that the protagonist is a coconut tree.
In this regard, Ruixing can only continue to perform "hard scalp", humble netizens pretend not to know, and send posters calling for "please let me perform quietly, I will really thank you"; "Plug Q everyone ~ I will really thank you".
Whether this wave of warm-up has a whole section of the collapse is a matter of opinion, but like the design of the coconut cloud latte itself, it is true that it brings a lot of jokes to netizens.
Warm-up Waterloo also did not defeat Ruixing at all, and today the official micro has begun to release a joint CP person design map, and discussed the CP name with the netizens with great interest.
Various brain CP names such as "Coconut Deer Salem", "Wild CP" (Coconut Luck), "Coconut Deer With You" and so on have once again activated the enthusiasm for new product discussion.
Childhood Memories + Adult Redemption = King Fried Combination
The avant-garde earth tide design and the strange CP sense bring a "first glance appeal" to the new co-branded products.
But the fundamental reason why this pair of combinations can attract many consumers to rush to buy and take the initiative to post orders is that netizens have exposed the truth: childhood memories and adult redemption are mixed together.
Behind the joint explosion, this joint product provides both social value and emotional value.
Especially released on the Monday node, the fun and delicious brain hole joint name also meets the needs of migrant workers who need a little freshness and small surprises to neutralize the needs of Monday work syndrome.
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The marketing start of the time and place has laid a good foundation for the joint name of Luckin and Coconut Tree. Next, how should Luckin continue the opening flow and create the next top stream in the beverage industry after the raw coconut latte? I believe that the answer to this question will become more and more exciting in the future.
Finally, writing here, according to Ruixing's brain-opening personality and super brave style, next time should not be joint with Starbucks, right?