When I was a child, I watched the Disney animation "Sleeping Beauty"
The most impressive thing is that
Princess Aurora on her fifteenth birthday
The three fairy godmothers dressed her up with joy
The fairy stick swung
Gold powder flashed down
Fantastic magic happens instantly
Colors fill the whole picture
In the midst of the fairy's joyful little fight
The princess changed into a long skirt
Makeup and hair are renewed and look beautiful
Magic is something that fills us with infinite longing. Magic makes Aurora dress up in her new clothes and rush to her grand birthday party, making the story magical and interesting.
However, as mortals, we have no way to obtain such magical abilities, and can only watch cartoons and make up our minds. But in our lives, there are some kitsch ideas that are applied to marketing, as if casting magic to make sales more interesting and attractive.
Today, let's take a look
About "tea"
Fun marketing!
People usually prefer to hear interesting "stories" rather than bland speech. The sense of story can attract the attention of consumers very well, deepen the consumer's impression of the product, and make the product concrete and interesting in its heart.
British tea's time-honored whittard gives each tea a unique story and charm by numbering its products. As their slogan "a heritage of expertise, a legacy of quality, a flourish of creativity, and a touch of english eccentricity..." The digital encoding gives tea products a wonderful and creative color.
The taste password in Code
Image from the official website of Whittard
Number: No. 12
English rose
Number code: The most classic number of roses in the Valentine's Day bouquet.
Recipe: 3% rose petals, 3% rose buds, black tea.
Number: No. 62
Covent Garden
Number Code: Samuel Pepys watched the first documented English puppet show, Mr. Punch, at covent garden in 1662, taking the number 62 to commemorate an important part of British culture.
Recipe: Ceylon black tea, cornflower, calendula and safflower.
Number: No. 33
Earl grey
Digital Code: Former British Prime Minister Earl Grey abolished the slave decree in 1833, so whittard named Earl Grey Tea Number 33 to commemorate the year.
Recipe: bergamot, cornflower, black tea.
Just as every flower has its own flower language, each product under the number has its own unique meaning. The origin of the tea itself is meaningless or too deep, and by numbering and storytelling it, people can think of a tea at the same time as the story behind it.
In 2018, all kinds of new tea drinks opened their doors and began a "bloody storm" chaos. Among them, "Answer Tea" is a more eye-catching competitor among many Internet celebrity tea drinks.
Write down your confusion, the phone is facing down at a 45-degree angle, gently lift the label of the tea cover, take a picture of the answer that is about to disappear, and post the photo to the circle of friends... Drink tea again.
Such a tea drinking posture is popular all over the vibrato, popular network, for a time, in the busy life to stop, drink a cup of tea with answers, has become a popular choice in the eyes of consumers.
Answer Tea founder and chairman Zhang Jinrui said: "We want to create a new category, before the emergence of answer tea, the user's thirst for tea is to quench thirst, relieve the heat, drink, this is a basic demand, but we believe that any product in the world, there are basic and higher ways of tasting, answer tea is the same, we hope to provide users with not a thirst quenching product, but can let users get the corresponding appeal of the product, perhaps this appeal has always existed, but the answer tea strengthens this appeal, therefore Finally we ended up giving this cup of tea 'Unknown Copywriting'. ”
The focus of the answer tea jumps out of the basic needs of consumers to drink, and instead focuses on its deeper spiritual appeal, which is actually to plant a "sense of ritual" in the product.
With the acceleration of the pace of life, modern people are more and more stressed at work, able to stop, do other things, turn their attention to pleasant things, and temporarily withdraw people from daily anxiety - this is the magic of ritual.
In fact, the traditional tea drinking procedure contains a stronger sense of ritual than the answer tea, but perhaps in today's young people hurrying to bow their heads and hurry, a simple sense of ceremony and "small luck" are their real appeals.
Cross-border cooperation is also a common way in marketing, have you ever seen cross-border cooperation in tea?
The musical tea created by Na Ying shows a "pure, concise and bright" attitude towards life through 12 different tastes and music types.
Image from rice blue image
In addition to the mix of musical elements, collaborations between different brands are also common.
The domestic cutting-edge instant tea brand "Stop Drinking" signed a contract with the domestic top national comic "My Master Brother Has a Pit in the Brain" No. 1 male protagonist Oriental Fiber Cloud, and the two-dimensional traffic small student master brother Oriental Fiber Cloud became the first spokesperson of "Stop And Drink".
The cross-border cooperation between the new domestic products in the name of "health care" and the new national comics has left a strong mark in the field of new marketing. With the transformation and upgrading of tea consumption, more and more merchants are making great efforts in product brand building. Trying to combine with different brands such as cross-border cooperation with animation has become a popular initiative in tea marketing.
Is the marketing magic introduced above more exquisite and magical than Aurora's magic dress? There is no magic, but we have a rich imagination. In today's new retail of tea, how to exert the ability of innovation and association, to find a marketing packaging method that meets the tastes of consumers, and let the tea industry open up territory in the field of young consumers, is a problem we need to focus on.
Resources:
[1] Bass Tandian | Tea, not just tea", jam and sugar.
[2] "Such ip music tea, do you love?" "Rice Blue Image"
[3] "New Domestic Products Join Hands with New National Comics!" The two-dimensional Internet celebrity endorses instant tea in the name of "health", stop and drink.
Source 丨"Qicha mall" (WeChat id: qichamall)
Author | Passers-by Jiaying
Operator: Qi Long Tea Dictionary
Edit: Xiao Jin