As the saying goes, wine is bold and courageous, but in the first step, it takes all the courage to order.
Some people get drunk early in the morning, some people drink five glasses in the afternoon, and some people order to die in public.
It's no wonder that I people are timid, and the name of the drink is really "different".
1
Recently, the tea and beauty have been frequently moved, launching a sub-brand tavern, opening 7 stores in Changsha in one go, and quickly becoming a new Internet celebrity check-in place in Changsha.
What is even more shocking than selling wine is that the copywriting of Chayan Yue has reached a new height.
The brand name of the tavern is "Poetry Wine Tea Day and Night", which is inspired by the poems of "short days and long bitter nights, why not travel with candles" and "poetry and wine take advantage of the youth".
Source: Day and Night Poetry Wine Tea
The brand name not only intuitively conveys the advantages of "all-weather time business", the main theme is "day tea and night wine", but also full of literary and artistic sense (key points, next test).
How exaggerated it is, it is the degree of directly picking out the three-bedroom apartment with the toes after reading the menu.
The cocktail series may be trying to create a slightly drunken hazy feeling, but I only see "abstraction".
Source: Day and Night Poetry Wine Tea
Have a cup of "white moonlight" and miss the person you can't love?
"He loves me and stammers", Mu Xin's literary memoirs say, a person who loves me, if he stammers and speaks incoherently, I know that he loves me.
But after the adaptation of Chayan Yuese, there is a taste of literature.
"Strange and full of injuries", someone who came to see a doctor when he was sick was not sick and immediately sent to the Douban hypocrisy team.
"I miss you, I can't hide it", a sudden confession, then the question is, what is the taste of this wine?!
The naming of the cocktail tea series is even more confusing.
Source: Day and Night Poetry Wine Tea
"I am Sun Jingwen", "The flower with a clenched fist", "Give yourself a little applause", "Boom", "Lonely and lonely"......
It's hard to imagine what kind of mental state a copywriter is in when he comes up with a name.
Unlike the non-mainstream Martian script, they are all familiar Chinese characters, and the combination becomes extremely unfamiliar.
As soon as the thought of saying these names to the clerk when the order was confirmed, netizens exploded, feeling that they were playing a niche shame play.
Welcome to the Big Horse What Plum Ear Scene.
It reminds people of the "QQ ㄋㄟㄋㄋㄟ good drink to baa tea" in the video "Don't Take Strange Meal Names" for a second, and I think of the fear of being dominated by three words - say it!
For this reason, there are also some social death jokes, friends applaud you while confused, give you a warm applause, the picture is not too funny.
Low EQ: The second year of secondary school is sick
High EQ: "It's like going back to the mood I had when I read romance magazines ten years ago"
Indeed, it is like the words that can be said when looking up at sorrow at a 45-degree angle, congratulations on the revival of youth pain literature.
The style of hypocrisy is the same as that of Da Bing, and it seems that Chayan Yuese has also been captured by "Bingxue".
Source: Xiaohongshu netizens
Perhaps it was a prediction of netizens in advance, and the Chayan Yuese Tavern also provides online ordering, which takes care of the feelings of the i person while not hindering the carnival of the e person.
Therefore, the order of the tea and joy tavern is becoming the creative material of major bloggers, attracting a large number of tap water to spread and share.
In the face of traffic, what is the shame of social death, and the ultimate goal is to get out of the circle of the tea and pleasant tavern.
2
In fact, it is not the first time that the copywriting of tea and beauty makes people die.
Looking at the product naming strategy of tea and beauty, it seems that a literary and artistic young man with nowhere to use is holding a loudspeaker to announce his talents to the world.
Once upon a time, Chayan Yuese launched a new product, named "Dislike", which set off a lot of waves.
When consumers get the milk tea, they see that the cup body is written with xx small master, followed by two big words, and they feel the brand's inexplicable diss on their faces.
Source: Xiaohongshu netizens
After causing dissatisfaction, Cha Yan Yuese seriously expounded the meaning of "dislike".
The biggest flavor characteristic of the "disgusted" drink is the rich bean aroma, just like the "disgusted" sesame bean tea I tasted at my grandmother's house when I was a child.
When I was a child, I longed for the drinks in the freezer of the commissary, and I hated the handmade tea of my family, but when I grew up, this "dislike" became a delicacy that I thought about thousands of times when I left home.
Source: Chayan Yuese official micro
The sentence "dislike is because of possession" poked at the soft hearts of netizens and set off feelings and memories.
"I'm sorry, I admit that it's a little louder than the tea and the moon", which stimulated the pity of consumers, and the "dislike" of the tea and the joy of the tea has naturally become the hottest new product and achieved sales conversion.
Since the birth of the brand, Chayan Yuese has always introduced traditional culture into the visual expression of the brand, and the product naming has a very ancient charm.
In order to further shorten the distance with consumers, in recent years, Chayan Yuese has been close to the public's life, and has made efforts in emotional marketing, so that product naming has become an emotional carrier of dialogue and communication, and has touched the heartstrings of consumers.
Consumers drink not only milk tea, but also the mood and emotions hidden in the food.
For example, he portrayed the young and vigorous "Dase" before-
There are always countless of them
A first glimpse into the curiosity of the adult world
It's always accompanied by the first taste
[Growing up is nothing more than that".
Covered in capital letters
Speaking of the old mouth who watched from the sidelines
Usually I don't like young people to be exaggerated
But I don't mind at this time
And joked
"Old Lu, you don't look like these little ghosts like us back then"
"That's true, that's true"
Source: Chayan Yuese official micro
For another example, the unimaginable name of milk tea "Three Seasons Worm" -
Summer insects can't talk about ice
This little three-season worm
Looking forward to the ice and snow winter that I have never been to in my life
More with the hope of life
Live noisily in the hottest summer
Life is not easy
Irreversible defects
Of course, it is embarrassing and unwilling
But there are always people who can perceive positivity and positivity
Let life go on with warmth
Source: Chayan Yuese official micro
With a little sleepiness and drowsiness, "Furth's thoughts" -
Sleepiness in the morning
As soon as I got out of the subway, I was dispelled by the warm light of winter
A sip of hot tea is a mouthful of hot buns
Wake up in the morning of the eight men in the morning
It's been a busy year
I also want to take off the appearance of an adult in a hurry
Listen, the little man in the heart of the man by the window
It's popping up again
Started "Crazy Thoughts"
Source: Chayan Yuese official micro
There is also a stunning "goblin" -
Source: Chayan Yuese official micro
The new brand extended by it, the product copywriting is more jumpy, on the basis of continuing the style of tea and pleasant color, adding interest and interactivity, and the copywriting is more and more self-free.
The lemon tea brand Gudemo twisted the product and named it "Love Tiger Oil", "It's so hard to drink", "Believe in you", "After the break", and created a mood story.
Source: Xiaohongshu netizens
The coffee brand Yuanyang Coffee, the product naming is not simple, "my taste is rampant", "hot girl is spicy", "tiger coquettish" and so on, people can't help but explore.
Source: Xiaohongshu netizens
On the road of product naming, Chayan Yuese has walked out of its own "wild road".
3
It is not difficult to find that, unlike the traditional highlighting ingredients, the tea and pleasant color are more from the visual experience and taste feeling, providing consumers with a product image and making the product full of imagination.
It can also effectively guide customers, so that customers can feel the design of the product faster and more directly, and form a unique brand memory point.
In the eyes of Chayan Yuese, product naming has become an excellent display channel to interpret the brand style and culture, which not only has the brand genes, but also establishes an emotional bond with consumers.
The copywriting of three points of shame, three points of social death, and four points of coquettishness, and the seemingly "strange" drink naming also make the ordering session interesting, which helps to increase the degree of discussion of social topics and leverage the potential energy of the circle.
Just as the non-mainstream copywriting of "Day and Night Poetry Wine and Tea" is swiping the screen, while bringing laughter and fun to the public, it also allows more and more people to know the information and information of the tea, wine and coffee category to expand the business territory and layout the tea wine and coffee category.
Although I people stammered when ordering, they saved millions of advertising costs, wouldn't it be happy!
However, for consumers, it is sometimes better to keep it simpler than to "guess" the product name.