SHANGHAI, April 22, 2024 /PRNewswire/ -- Why has Hello Kitty been popular for 50 years?As the "sweetheart leader" of the cartoon industry, Hello Kitty, who has become popular since 1974, represents the innocent, beautiful and cute imagination in the hearts of fans, and this year marks the 50th anniversary of its birth.
CoCo can join hands with the Sanrio family Hello Kitty, Big-eared Dog, Melody, Pacha Dog and Mermaid Khanton to launch a joint campaign of "Natural Good Coconut, Good Drink Coconut" to decorate the hearts of girls in early summer.
Natural and healthy powder coconut water, creating a "new quality" of products"It's Hello Kitty, it's Hello Kitty. "Since the launch of the joint campaign on April 17, CoCo Duke's stores have always received similar praise from customers, and many fans have been planted with this coconut water early on, and the product has just been launched and placed orders to buy. An unexpected joke kicked off the prelude to CoCo's collaboration, allowing fans to get its fun and strength from the impressive product name.
It turns out that high quality and healthy low calorie are the background colors of pink coconut water. After testing a variety of coconut waters, CoCo chose a clearer and sweeter Thai perfume coconut, paired with crystal clear horseshoe popping beads, pale pink from dragon juice, no artificial coloring.
Last year, the "Generation Z Diet Consumption Report" released by the Seven Star Alliance showed that 60.22% of the Generation Z people chose "health" as an important consideration for food consumption, and 59.17% of the population paid more attention to natural and additive-free ingredients.
CoCo responds to the pursuit of health-seeking young people with natural, low-calorie, and real ingredients.
CoCo“是HELLO KITTY椰”粉椰水
The price of a single product of 17 yuan makes fans shout "Laugh out loud in your dreams, what more bicycle!", "A fairy drink that is not fat, I am willing to drink 8 cups a day!". The Hello Kitty cup with pink coconut water is pink and transparent, delicate and three-dimensional, which can be described as a great score for co-branded drinks. The Weibo topic # is coco's hello kitty coconut, which has been read as many as 40.43 million.
Co-branded special-shaped cups are not new, but CoCo is a good interpretation of product value and IP connotation. This is the strong "new quality" of CoCo products, high quality, high cost performance and high added value, which can be seen by this generation of young people.
Sanrio Family Helps, Emotional Value Shapes "Mental Intelligence"Hello Kitty风靡全球50年,可爱只是表象。
"We hope that through every marketing campaign, more fans can perceive the empathy between CoCo and them, and this emotional value is also the deep reason why Hello Kitty has been loved for so many years. The person in charge of CoCo said.
As its designer puts it, "Hello Kitty expresses your emotions." "She doesn't have a mouth, she doesn't need any language, she communicates with people through her heart.
Co-branded peripherals have become an important medium to convey and entrust fans' feelings about IP.
CoCo designed plush dolls for each of the 5 cartoon IP characters. Holding a milk tea cup, detachable concealed buckles on both hands, and a silicone lanyard with a gift, these design details provide fans with ample space for secondary creation.
Co-branded plush dolls
CoCo also customized a fine flash badge for each character to meet the small habit of young people to "collect pins", and at the same time, 7 theme stores across the country were launched simultaneously.
On Xiaohongshu, some fans decorate dolls as "cup hanging", "bag hanging" and "car hanging", and some DIY co-branded handbags into bags.
Fan second creation
Rows of badges are their precious collections, "cubs" are good companions for travel, and some fans wear their favorite Kitty costumes to go to the theme store to take photos with her friends.
Another layer of significance of the co-branding activity is that the brand concretizes the attributes of IP characters, such as companionship, protection, and warmth.
It is not difficult to see from the co-branding that CoCo not only satisfies the rational demands of fans, such as seasonal, healthy and delicious drinks, but also is the foundation of consumers' love and trust for its products. It can also accurately gain insight into the emotional demands of fans, game characters, cute pet healing, and IP follow...... The right emotional capture and multiple values have become the reason why this generation of young people take the initiative to pay.
CoCo has also gradually formed a set of co-branded methodologies to give full play to the "multilateral adaptation" between "brand, IP, and product", without the separation of products from the co-branded theme.
The "involution" of the new tea beverage industry is the core element of retaining consumers by meeting the multiple expectations of fans and upgrading the consumption experience with high quality, cost-effectiveness and emotional value.