Tea beverage brands are flocking to "password marketing", what is the new social code?

However, the first group of friends who were "invited to drink tea" by Bawang Tea Princess suffered from insomnia due to the rich tea polyphenols in the "original leaf fresh milk tea". Netizens who failed to fall asleep late at night opened Weibo and complained #Bawang Tea Princess Can't Sleep#, and some netizens even made a sharp comment: "Drink Wanli Mulan, and taste an insomniac life."

As the topic attracted more and more attention, Bawang Tea Princess quickly responded, saying that it was the fault of the original leaf milk tea, and #Bawang Tea Princess Wanli Mulan is not recommended to drink at night# was once again on the hot search.

Now, some netizens who think they have good sleep quality are not convinced. A refreshing product that is better than iced American coffee has appeared, so how can we not try it? Enthusiastic netizens who didn’t get the wool have tried Wanli Mulan.

Due to their physical condition, some people who sleep soundly said: This level of difficulty does not threaten my sleep. But some people who failed the challenge complained late at night: "I drink tea in the afternoon, and I get crazy in the middle of the night. When can I fall asleep?"

03 Promote brand events, "heartfelt" slogans evoke "memories"

As one of the five senses, the taste of milk tea can awaken memories. During brand anniversary events or the anniversary of popular products, slogans can be designed around brand events to trigger netizens' nostalgia.

On the occasion of its 12th anniversary, Heytea used passwords to recall the times of its “first store” and “first cheese tea” with consumers.

The emotional resonance and deep connection between brands and consumers can leverage greater attention and discussion on social platforms, and further attract more people to participate in password activities, or go to purchase and experience, or rediscover the "taste in memory".

Take CoCo for example. On the 16th anniversary of the creation of its star product, Fresh Baixiang Double Bang, CoCo issued 10,000 "Fresh Baixiang Double Bang 0 Yuan Coupons" and 160 million "Double Bang Buy 1 Get 1 Free Coupons" with the help of a password. The coupons and the 16th anniversary information aroused users' emotional memories of Fresh Baixiang Double Bang. Netizens wrote about the time they spent with Double Bang in the topic square #CoCoFresh Baixiang Double Bang 16th Anniversary# .

While recalling the good times spent with the Xianbaixiang Double Bang Cannon, some netizens used the Double Bang Cannon as the material to create many emoticons that fit the mental state of young people. The product ICON became a social symbol, making netizens shout "You understand me"!

Nowadays, product updates are getting faster and faster, and brand marketing is endless. In addition to the competition for attention, consumer loyalty is also facing a huge challenge. Many products that people once loved very much are inevitably forgotten in the corner of their memory under the new product offensive of other brands.

The activities that trigger resonance and evoke memories through the command can awaken the deeply buried memories. The brand that accompanied one's growth and the familiar taste in memory can always attract people to order the cup of "favorite" again and again. In the process of discussion and interaction among netizens, through topic discussion and social participation, the stories of old users can drive the participation of the new generation of young people and continuously deepen the "brand impression".

Free bills are not the goal, social participation is. Why are tea brands so socially sensitive?

The decade from 2014 to 2024 will be a decade of explosive growth for new tea drinks. From Coco taking over university towns, to Heytea leading the trend of healthy tea drinks, to Cha Yan Yue Se, Ba Wang Cha Ji, Gu Ming and other new Chinese tea drinks sweeping the country, the market for freshly brewed tea drinks is becoming more and more segmented, which is also driving brands to use raw materials, new products and discounts to win the favor of young people. They are willing to give out coupons and even launch "free orders" activities to attract new audiences or attract old fans to return.

However, simple coupons and free orders often fail to bring about continuous repurchases after attracting a large number of "wool-grabbing" people. How to convert a single "wool-grabbing" into a repurchase? Password activities with strong interactive and social characteristics can start from the preferences of young people and establish emotional connections in the way of young people.

Nowadays, milk tea is no longer just a drink, but has become a kind of "spiritual sustenance", a "happy water" for self-satisfaction and self-reward for young people facing the pressure of life, and also a "social currency" for communication.

It can be seen that on Weibo, the topic of milk tea has 1.05 billion readings and 1.299 million discussions, starting from #Autumn’s First Cup of Milk Tea# . It may be just a new discovery of a cup of milk tea, or a little emotion when drinking milk tea, or the "daily luck" shared when getting a free meal.

Freshly brewed tea brands are keenly aware of the large number of milk tea users who are active on social platforms, designing interactions based on the preferences of young people and sparking discussions on hot topics. The purpose of password marketing is not to get a free meal, but to attract social participation in an interesting way , generate topic discussions, form hot spots, and be watched by a wider range of users.

Milk tea brands have been swept up in this wave. No matter it is the brand anniversary or the launch of new products, the slogan has become the "password" between milk tea brands and young people. If you want to capture the stomachs of young people, you must first capture their hearts.

After all, there is no happiness that cannot be shared with a cup of milk tea, and there is no sadness that cannot be solved with a cup of milk tea. If there is, then have another cup!

Author: Brand Observation Room

Source public account: Shock Copywriting (ID: 214328)