If you ask me what I want to be when I am reborn in the next life,
My answer is to become a raw coconut latte at a Luckin store.
Not only can it become a treasure in the hands of migrant workers, but the atmosphere of celebrating birthdays every year is also sufficient.
In 2022, to celebrate the "1st anniversary of raw coconut", Luckin co-branded Coconut Palm Coconut Water launched Coconut Cloud Latte.
In 2023, on the occasion of the "2nd anniversary of raw coconut", Luckin officially announced that 300 million cups of raw coconut latte will be sold in 2 years, and invited the Shanghai Rainbow Chamber Choir to sing the birthday song "I wish you a happy raw coconut".
In addition, there were congratulatory messages from Gu Ailing and Lelouxiu, as well as the traditional allegro of "Luckin Coffee: Raw Coconut Latte" performed by cross talk actor Qiu Qian.
This year, the raw coconut latte is 3 years old, and Luckin invited the uncle-level star Tengger to prepare an exclusive customized congratulatory song for the raw coconut latte.
Who doesn't envy this pomp and circumstance? Didn't I say that the raw coconut latte may have saved Luckin's life in his last life.
Then again, I didn't expect Luckin to partner with Tengger this year.
It's a bit confusing, but the professional reaction vaguely tells me if there is any insight in it?
When I saw the promotional materials for this collaboration, I began to understand that Luckin was starting to play awkwardly!
If Luckin used to use the star effect to drive product sales through popular celebrity endorsements, then this time it uses the friendly and interesting image of an old naughty boy of evergreen stars to stimulate everyone's playfulness through the operation of a sense of contrast, and focuses more on conveying a happy birthday atmosphere.
Moreover, I also found a Hua point:
The official announcement of the event is April 1st, April Fool's Day!
Indeed, many netizens thought it was a fake funny joke when they saw the news that day, who would have thought that Luckin was serious.
And, strictly speaking, the birthday of a raw coconut latte is April 12.
Crooked Building: I'm even more envious, whose birthday is more than half a month......
After envy, let's talk about the Tengger emoji stickers this time.
Recall that in the past, Luckin's emoji sticker style was basically cartoon and cute.
Such:
There are also this:
This time, however, it looks like this:
How to say it, the emoji starring Mr. Tengger is just like his performance, real, explosive, and magical.
Some netizens said that it was a little difficult to accept this sticker, or that they didn't know where to use it after getting it.
There were even netizens who refused politely and directly returned the stickers given by the clerk.
However, some netizens have exerted their strong creativity and made the magic stickers more vivid and interesting.
Photo source @ Feiguang has done a wrong job
Image source @ There is hot sauce
Photo source @ Pick your nose and smell the hot girls
Image source @ I Tiaozai 168.5
Image source @ Shaoguang
Image source @ ibuprofen is not divided
In my impression, it is not the first time that Luckin stickers have been out of the circle.
Previously, the stickers in the cat and mouse co-branding were also broken by netizens, and by using the form of the Apple logo, the picture story of Tom and Jerry was reconstructed, which stimulated the creative desire of major netizens and boosted the brand communication volume.
Looking back on every birthday celebration, Luckin seems to have played with different creative forms, which shows that it attaches great importance to the popular item of "raw coconut latte", after all, it sells the best~
From the launch of raw coconut latte to the continuous breakthrough of single product sales, the label of "raw coconut" is also firmly on Luckin. It is worth mentioning that while attracting imitation from peers, Luckin obviously knows that the competitiveness of a single popular model is difficult to last for a long time and cannot build a brand differentiation barrier.
Subsequently, Luckin continued to launch different "raw" and "coconut" products, such as coconut cloud latte, raw cheese latte, iced raw coconut, etc., replicating one popular product after another with explosive experience, and trying to brand the product to sit at the end of the category pyramid.
Finally, do a little survey, what do you think is the best single product of Luckin, give me a reference!