Luckin Coffee has a new pun, this time it’s about the pronunciation of a famous university.

Luckin Coffee has successfully attracted the attention of urban white-collar workers with its unique marketing strategy of using urban homophonic puns. Now, with the start of the school year, Luckin Coffee has also used university homophonic puns, cleverly combining the brand with well-known universities, which not only makes the brand culture more popular, but also successfully enters the campus market.

Do you remember Luckin Coffee’s urban homophonic pun?

“How can it be as delicious as Chengdu?”

“The essence of Jinhua is concentrated!”

“If you are upright (Shenzhen), you are not afraid of your shadow!”

"Three Hundred and Sixty Lines is not too busy on weekends (in Hangzhou)!"

“It is only natural to leave work on time!”

“Haikou is still okay!”

"For this cup, I chose to leave my hometown in Beijing!"

…While everyone was still immersed in the atmosphere of Luckin’s city homophonic puns, the brand took advantage of the start of the school year and launched college homophonic puns. A few common colloquialisms cleverly linked the Luckin brand with the name of the college, allowing Luckin to successfully “break into” the campus and become the first cup of coffee for many college students.

Want an Americano?

Tsinghua to next page

——Tsinghua University

Beibi~

Tell me what you want to drink.

--Beijing University

This autumn velvet latte

Repeat every day but still never get tired of drinking it

——Fudan University

Jimei

School has started, let's go together

——Jimei University

Official announcement!

Today He Rui got married——Dalian University of Technology

Less sweet or a little sweeter?

This question is very Southern University

——Nanjing University

Wuwuwu is delicious

Everyone ordered Oolong

——Wuhan University

Don’t know what to drink?

You can try a large cup in summer

——Xiamen University

Push gently

Ruimen is not open at all

——Nankai University

I forgot to drink a cup of Rui when school started

Like a winter coat

——Sichuan University

Hello, classmate~

Why don't we drink together?

——Tongji University

Zheng Da said brightly:

Little blue cup, hit!

——Zhengzhou University

Wow! There are so many classmates from Zhejiang

In Daruiteri

——Zhejiang University

Using pun posters for marketing during the start of the school year can cleverly link colleges and universities with stores. The interesting copywriting not only increases the entertainment value of the content, but also attracts students to check in and take photos, thereby increasing the entertainment value of the content and user participation. It also conveys the brand message of "Luckin Coffee also has our school" to teachers and students, killing two birds with one stone.

Luckin's target customers have always been white-collar office workers. However, in this back-to-school season marketing, the brand has set its sights on university campuses. On the one hand, the brand is targeting the college student group and wants to win the hearts of students. At the same time, the college student group, as the future white-collar workers, can help the brand cultivate the consumption habits of future consumer groups. On the other hand, an important factor why Luckin chose these universities to launch homophonic posters is that the brand has already launched stores in these schools and wants to establish a closed marketing loop to help achieve brand and effect integration.