● Author | Li Dongyang Source | Chief Marketing Officer
As we all know, there is a rocket launch base in Wenchang, Hainan.
There, the copywriting of the real estate can be "watching the launch at home", and the watermelon on the side of the road can be space breeding.
Seemingly ordinary farmhouse homestay, open the map to see the name is "Feitian Farmhouse XX", "Dragon Tower Feideng XX"...
As a result, some people joked that in Hainan, the only one who is more hardcore than the coconut coconut juice advertisement may be Wenchang. After all, people there can speak at Versailles: rocket launches are beautiful and tired of seeing.
But coconut palm juice, which has always been called a "mudslide" in the brand world, is obviously unconvinced.
No, a few days ago, coconut palm juice came to a hard-core operation, and even quietly Mimi applied for a "coconut rocket" trademark!
Even the heat of China's aerospace dared to rub, and it was indeed a coconut tree, and there was a kind!
Netizens were shocked! From the beverage industry to the aerospace field, this cross-border span is a hundred million points big!
Is the Coconut Tree Group going to build rockets to buy products into outer space?
Some people are curious, such a strange trademark does not know whether it can be successfully applied for!
Just when everyone is curious, coconut palm juice is doing big things in the muffled voice, applying for the registration of the coconut rocket bottle appearance trademark, the international classification involves 32 categories of beer and beverages, and the current trademark status is in the application for registration.
At first glance I thought it was glue.
I'm obviously not the only one with my clumsy eyes.
Although the trademark diagram is not good, the physical drawing is a little bit beautiful:
The top of the bottle as a whole looks like a rocket head, and when I look closer, I thought who had copied Watsons.
The words "National Treasure Coconut Rocket" at the top, plus the selling point of "water age of more than 10,000 years", are taken literally, which must not press the French Evian to the ground and rub it.
I'm curious how much this water costs for a bottle. After checking a circle and not finding it, I feel that there is no 5 yuan that is not worthy of the value of the rocket model.
Although the shape has changed, but the soul can not be lost, the picture packaging is still the original formula, it is estimated that the chairman Wang Guangxing personally used word to operate the knife.
According to the official description of the rocket bottle packaging should be: three-dimensional multi-dimensional rocket shape, flat splicing large color blocks, continuing the simple and direct design tone of the coconut tree, combined with rocket elements also more attract the attention of space enthusiasts and curiosity consumers.
Translated into everyone's inner OS, it is like this: the same ugly color scheme as always, coupled with dense text stacking, is like a telephone pole plastered with small advertisements, transformed into a walking billboard.
But apparently, this time the coconut palm juice replaced the telephone pole with a "big rocket", not a walking billboard, but a flying advertising column!
This shape is really a proper Shenzhou big rocket, and even the booster at the bottom of the bottle is made of looks!
I was really afraid to drink and drink, and this bottle flew from my hand to the sky.
Let's take a serious look, although the outer packaging is down, the high-tech rocket and the national banquet drink volcanic rock mineral water do image integration, refreshing, very helpful to the coconut tree to improve brand awareness, favorability, is a breakthrough in the product packaging of coconut tree.
Although some netizens cast a mocking look, many netizens praised the rocket modeling.
I have to say that the aesthetic of coconut palm juice is finally online, it is not easy!
But I think it's like Boss Wang holding his breath and moving back for himself.
Because in 2016, Wang Guangxing, who came from an artist background, personally designed a "chest mold bottle", and the middle and upper part of the bottle body is a female body shape.
The Coconut Tree Group responded at the time that it was to show women's beauty.
Boss Wang also proudly said at the staff meeting: "This package cannot be found in the world." Not only do women like it, men like it more, so everyone should buy more. It took three years for the product to go from design to production. ”
Perhaps the design concept of Boss Wang is too advanced, but netizens can't get it, and even call it "hot eyes"!
However, this time, Boss Wang finally spent 5 years to prove that his "art" skill sword is not old.
Of course, after so many years, the aesthetic of coconut palm juice has also been enlightened this time.
In most cases, the coconut palm juice did not disappoint everyone, or the original coconut palm juice with a strong earthy taste.
For decades, the "psoriasis" style packaging design and spicy eye advertising have been unique in the world.
Whether it is "white and tender", "drink from small to large" or ugly word layout design, it is the "exclusive brand memory" of coconut palm juice for everyone.
Interestingly, the earthy aesthetic of coconut palm juice has also reached the point where it makes peers in the brand industry "laugh".
For example, last month, the earthy packaging aesthetic of coconut palm juice was "ridiculed" by a snail powder brand called "Red Snail Fu".
After all, other people's snail powder packaging is like this:
Either this is something like this:
No matter how bad it is, it goes like this:
But the snail powder of this "coconut in coconut" from "Red Snail Fu" is like this:
The ugly soil is very recognizable, and it is simply a coconut tree.
Judging from the joy of netizens, this is obviously a ruthless ridicule of the earthy taste of coconut trees!
But in any case, coconut palm juice is now a "unique" existence in the brand world.
A little wind and grass can become a topic that netizens talk about. This is something that brands can't afford to spend money on.
I think this is very good, perennial in the earthy, spicy eye world mixed, by chance to a little surprise like this rocket bottle. Then keep the "earthy taste" to yourself and spread the joy to netizens.
I would like to ask, who doesn't love such a brand?!