2024, the Coco Tree Coconut Juice swimsuit calendar is out again!

Although controversial, its unique marketing strategy has made the brand continue to stand out. This article explores the marketing strategy of Coco Tree Coconut Juice and the logic behind it, showing the brand's efforts to seek development through persistence and innovation.

Coco Tree Coconut Juice, a mysterious existence in the marketing circle, has always been controversial, but it has always been able to stand out by relying on controversy!

Founded in 1988, it is known as the national beverage that people have been drinking since childhood. It has a wide market and audience base, but it has become unique due to the bold colors, eye-catching fonts and highly impactful visual elements used in its advertising, especially the long-term and continuous sexy marketing, which has been controversial. These have become the topic of conversation among the public and the basis for the brand to have a continuous topic.

Recently, someone posted a photo of Coco Tree Coconut Juice's Dragon Year calendar on Xiaohongshu. It was still filled with obscene content, with a pretty face, a devilish figure, and imaginative pictures... pushing Coco Tree Coconut Juice's new calendar to the top of the hot search list.

It’s still the same formula, the sexy beauty with the S-curve is always there, and the advertising content is presented in a borderline form to arouse people’s imagination, aiming to attract consumers’ attention.

What has changed this year is that the calendar of Coco Tree Coco Book features a combination of Huan Huan, the male anchor of Coco Tree’s live broadcast studio, and Xu Dongdong, a film and television star. The style of the painting is unique, and there is a sense of wanting more.

Some people say that this is the consistent marketing style of Coco Tree Coconut Juice, which has kept its aesthetic style stuck in the 1990s.

Some people also think that this is a healthy and sound aesthetic and want to buy a copy to hang up. However, someone revealed that it is not for public sale and is kept internally.

In the comment section of every Xiaohongshu note related to Coco Tree Coconut Juice, there are numerous purchase requests, and some people even want to give its new calendar to friends as birthday gifts.

In today's world where everything is marketing, some people think that the marketing strategy of Coco Tree Coconut Juice is too vulgar, while others think that it is a brand's marketing creativity. The style maintains its own characteristics and cannot be imitated, let alone surpassed. The brand has unique competitiveness.

Once a year, Coco Tree Coconut Juice continues to release "collector's edition" calendars, which actually reflects the brand's own persistence and innovation.

1. The “collector’s edition” calendar highlights the innovation of Coco Tree Coconut Juice

User aesthetics and demands will change. If the brand does not change, it will be eliminated by the times. This is an eternal logic.

Behind the seemingly unchanging marketing strategy of Coco Tree Coconut Juice, there are actually changes of its own. The appearance of male models represented by male anchor Huan Huan on this calendar makes us realize that new elements are beginning to flow into the marketing strategy of Coco Tree Coconut Juice.

Earlier, Coco Tree Coconut Juice's Taobao live broadcast released a very important "benefit", that is, selling tickets for a 30-second dance with the Coco Tree model group, with a starting price of 50 yuan. This novel live broadcast and interactive mode attracted many netizens to watch, and they all wanted to know which lucky person could dance with the new live broadcast group created by Coco Tree Coconut Juice.

The changes of Coco Tree Coconut Juice not only demonstrate the brand's innovation and flexibility, but also reflect the changes in women's aesthetics in the era of the S-Economy. By introducing male models, on the one hand, it shows the brand's inclusiveness and its emphasis on the diverse aesthetics of users. On the other hand, it also shows that the long-term development of the brand needs to be centered on user preferences.

In today's market environment, marketing strategies need to be constantly innovated and changed to attract consumers and adapt to the ever-changing and complex marketing environment. The live broadcast marketing strategy of Coco Tree Coconut Juice was born in this context. This time, Coco Tree put the male protagonist of the live broadcast room on the brand's calendar, which can not only continue the popularity of the macho marketing, but also allow more media and users to explore the logic behind the macho marketing of Coco Tree Coconut Juice, which can be said to have its own topic popularity.

2. The logic behind the marketing of coconut juice to men

Almost all marketing strategies have their own underlying logic. Although the brand has always wanted to highlight its healthy image, it is still criticized as dirty marketing of Coco Tree Coconut Juice. Behind every out-of-circle marketing, there is its own underlying logic.

1. Diversified aesthetics, showing the freshness and refinement of the coconut tree symbol

As a unique marketing method of Coco Tree, the edge marketing method has become one of the brand's iconic strategies. Earlier, the "large-scale" advertisements of Coco Tree Coconut Juice were pushed to the hot search many times. The models were dressed coolly, jumping up and down, and the close-up shots of the turbulent waves were considered to be eye-catching, and netizens called it "unbearable to watch."

Then the tightly wrapped advertisement was launched, but it was controversial because of the slogans "white and tender" and "drink from childhood to adulthood". Amidst the doubts, Coco Tree Coconut Juice has always used the slogan "drink from childhood to adulthood", which has also made it deeply rooted in people's hearts.

With the emergence of macho marketing, Coco Tree still maintains its unique "sense of health" and has attracted much attention. At the same time, compared with the live broadcast rooms that only sell products, the content of Coco Tree Coconut Juice's live broadcast room can be described as fresh and refined. By selecting models with healthy and sunny images and using dancing or fitness to show the models' healthy lifestyle and positive attitude, on the one hand, it shows the diversified aesthetics of Coco Tree Coconut Juice, and on the other hand, the unique brand live broadcast room breaks the public's inherent impression and is quite interesting.

2. Explore new development space and grab a share of the “her market”

At the same time, for a long time, because female consumers occupy an important position in purchasing power, coupled with social progress and the increase in women's disposable income, female economy has become the direction of brand efforts.

Whether it is Coco Tree introducing a "male" model for the first time in the "collector's edition" calendar, or allowing male and female models to be active in the live broadcast room at the same time, the brand is actually targeting the female consumer market. On the one hand, the brand has stepped out of its comfort zone and attracted more attention from female audiences in this way. On the other hand, the introduction of male models in a fancy way is also a manifestation of the brand's desire to explore new development space.

3. Let users actively "buy", Coconut Tree's reverse sales have gone viral

What’s interesting is that Coco Tree Coconut Juice “does not sell products directly, but allows users to actively ‘buy’ them”. At the beginning of the live broadcast, Coco Tree Coconut Juice’s live broadcast room did not sell products, but it managed to keep many people in the room, watching the live broadcast with a “magnifying glass” and appreciating it with a “nitpicking” perspective. Coco Tree does not sell calendars, but it also allows many consumers to buy the brand’s Dragon Year calendars online, which shows signs of reverse sales.

Perhaps it is because of the content and creativity of Coco Tree that it has worked wonders, attracting consumers' attention by creating interesting and vivid content, such as live broadcast interactions and creative advertisements. The unique live broadcast model has stimulated the audience's desire to buy and created a new direction for brand marketing.

3. Final Thoughts

Although "food and sex are human nature", in Mr. Bingfa's opinion, the reason why Coco Tree's coconut juice is so popular among users is actually because of its health and natural properties, which have withstood the test of the market and users. If you love someone, you will also love his dog, so naturally Coco Tree's marketing will not be offensive.

It is worth noting that borderline marketing is not suitable for all brands and products. When formulating marketing strategies, brands need to consider brand positioning, target audience, market competition, product characteristics, etc., and be careful not to rely too much on borderline or vulgar elements, so as not to gain traffic but lose the support of the people because of damaging the brand image and reputation, which is not worth the loss.

Author: Mr. Bingfa WeChat public account: Marketing Bingfa