Top 10 "Conspicuous Bags" in 2023

This year, the term "conspicuous bag" has been all over the Internet. Several brands have been dubbed "conspicuous bags" by netizens. Let's take a look at which brands are there~

"Conspicuous bag" is definitely one of the hot keywords this year.

Every species and every field has its own eye-catching bag. In the field of marketing, an eye-catching bag means being lively, having topics, and having traffic, making it easier to stand out from the cookie-cutter brands. Many brands have implanted the DNA of "eye-catching bags" into their daily marketing, such as Mixue Bingcheng, the "gai Liuzi", Coco Tree, which has "persisted in brushing the edge for 25 years", and Luckin Coffee, the "phenomenal joint name"... Based on the marketing creativity and popularity of the past year, we have sorted out the top ten eye-catching bags in 2023 for you, hoping to bring you new marketing inspiration.

1. Weilong

When everyone was racking their brains to take advantage of the popularity of conspicuous bags, Weilong combined the special forces travel scenario and directly launched a real "conspicuous bag" that young people can carry when traveling.

In terms of promotion, they went big, with pre-launch posters, product introductions, press conference PPTs, and a one-to-one replica of the technology press conference, creating a "particularly eye-catching" press conference.

This wave of marketing for conspicuous bags not only meets the needs of young people to self-deprecate and express their individuality, but also successfully transforms the topic of "conspicuous bags" into social marketing voice for the brand.

Weilong's "conspicuous bag" gene was foreshadowed earlier. For example, it first relied on "touching porcelain apples" to change the stereotype of "spicy strips = junk food" in the eyes of the public. Last year, it made a second change to the "Buddhist youth" hot topic, staged a wave of Buddhist sales, and seized the popularity of Double 11 traffic. Wherever young people are interested, Weilong is there. But Weilong's conspicuousness is not just to take advantage of hot spots, but to take advantage of every hot spot to make its "interesting" personality take root in consumers' cognition.

2. Sprite

A bottle of "1982 Sprite" will definitely make you the most eye-catching handsome guy.

"Have a cup of 1982 Sprite to calm your nerves." This classic old saying has not only become a catchphrase, but has also been extended to movies, emoticons, and screen-sweeping comments, unleashing young people's sense of humor.

Official memes are the most deadly. Sprite not only took the meme thrown by netizens and launched the "Tribute to the 1982 Limited Lemon Flavored Soda", but also amplified the "meme".

From the packaging to the main visual, it draws on the high-end atmosphere of red wine, and even holds a "sky-high" auction to make a domineering official announcement. This pomp and circumstance directly makes the "1982 Sprite" joke come true.

It can be seen that "playing with memes" has become a secret code for brands to approach young people. Similarly, there are "Are you OK" ghost song added to the mobile phone ringtone library, MM Dou invited Ning Jing, who looks like MM Dou, to be the brand ambassador, and RT-Mart officially launched a limited edition T-shirt "I have been killing fish for 10 years in RT-Mart"... Whether it is playing with memes or creating memes, it is to further attract users' attention and spread. A brand that never makes mistakes is more likely to be forgotten.

3. Taobao

After the National Day holiday, I was really tired and just wanted to lie down and relax. Seizing this insight, Taobao made a group of real "soft ads" in the subway with the largest traffic, becoming the Internet mouthpiece of the working people.

You have to rely on yourself when going to work, and you can rely on me on your way home from get off work.

Before the subway stops, let yourself stop first.

Waiting for the bus comfortably is also a kind of "vacation".

The Tao doll has a big belly and stands like a gatekeeper in the busy bus station, making people want to rub it.

You can rely on it to wait for the next train, use it as a landmark to clock in at work, or use it to relieve your stress. It is a moment of rest and comfort on the tiring commute. Just bear with it, it will be the weekend again.

We all hate boring hard ads, but no one can resist the Taobao doll that asks for a hug everywhere. When you approach it and try to give it a hug, you actually complete a conversation with the brand. Taobao is not just a shopping app, but also a "reliable" friend in daily life, who will pick up all your little emotions inadvertently.

4. Luckin Coffee

In September this year, a cup of Moutai-style Luckin Coffee went viral on WeChat Moments. Netizens joked: I paid full price for my first cup of Moutai in my life!

One is Luckin Coffee, a "consumer product" that costs 9.9 yuan and you don't feel bad about drinking it every day, and the other is Feitian Moutai, a "luxury product" that costs more than 3,000 yuan per piece and you may not be able to buy it even if you have money. The cross-border collaboration of the "conspicuous bags" that seem to be incompatible actually has deeper considerations.

For Moutai, through cross-border cooperation with Luckin Coffee, it can quickly promote the flavor and taste of Moutai liquor among young people, actively expand the young consumer group and break the brand's "mid-life crisis".

For Luckin, climbing up the "high branch" of Moutai is an important low-unit-price assault. By leveraging Moutai's fame, it can also improve the brand tone and topicality, and take a step towards a higher-end, more business-oriented market. When co-branding has long become the norm, brands should consider doing some contrasting and complementary cross-border work that is conspicuous enough to be seen by users.

5. LV

Enlarging ordinary product packaging by 10 times or 100 times can always catch users' attention the fastest and make them take photos and post them on social media spontaneously.

For example, Want Want's big snow cakes and senbei, KFC's 7-inch giant egg tarts, and Sam's Club's limited edition giant instant noodle bucket...

Giant product marketing has been successful time and time again. LV directly upgraded it into a giant product art show, creating a movable giant "conspicuous bag" on the Huangpu River in Shanghai, Zhangyuan in Shanghai, and Taikoo Li in Chengdu.

By magnifying iconic items, the LV 2024 Early Fall Men's Collection fashion show was pre-buried with hot spots, which not only ensured the popularity of the event, but also extended the marketing front. The main point of outdoor advertising is to be conspicuous. The more conspicuous, the better the exposure effect. Compared with those subtle creative ideas, this eye-catching device may be a better choice.

6. Clumsy Moving Company

The most feared thing when moving is bumps and bruises, but there is a company that named itself "Clumsy Moving Company".

The post-00s generation is not only rectifying the workplace, but also starting to rectify entrepreneurship. Instead of whetting the appetite of users, it is better to simply let everyone know: That’s right! We are just clumsy.

Netizens commented: This is an explosive existence in the entire explosive world.

However, this wave of reverse operations has successfully aroused the curiosity of netizens. Some people specifically placed orders to see the clumsy moving company, and some excitedly took pictures when they encountered the "clumsy moving company" on the street...

On the one hand, using the contrasting "eye-catching package" operation makes the brand a topic of discussion among users and increases brand traffic and popularity, which is very important for a newly established company. On the other hand, presenting a sincere attitude naturally shortens the distance with users.

Don't exaggerate the publicity, lower the user's expectations first. If the customer receives services beyond their expectations, it will naturally increase user stickiness. Sure enough, the name is a huge brand asset. For a small start-up company, an interesting brand name is half the battle for success.

7. MIUMIU

The confusing behaviors in the fashion circle are new every year.

This year, it was a pair of MIUMIU "diamond underwear" worth up to 40,000 yuan, which directly shocked netizens: they can no longer say that they are so poor that they only have underwear left.

Whether it is for a catwalk or a film shoot, this pair of diamond panties is very ornamental, but it is not suitable for everyday wear. Even the trendsetters in Shanghai, the fashion capital, don't know where to start.

However, what is more important than practicality is the communication of avant-garde ideas.

It fits the unique personality of MIUMIU girls and satisfies users' yearning for the "rebellious daughter" persona. "Rebellion" means individual freedom, and "daughter" means the sense of security of having someone to back you up, so you can just be yourself.

Don't expect the general public to understand, just seek recognition from a niche circle.

8. Didi Chuxing

It is also a giant marketing, but the actions of Didi drivers are not only "eye-catching" but also very "heartfelt".

Insighting into the embarrassing situations that may occur in daily commuting, Didi simply posted some huge sticky notes on the streets of various cities as warm reminders.

Each sticky note corresponds to a travel pain point. For example, don't forget your suitcase when you are in a hurry to catch a bus, how to locate the taxi driver most easily, it is more convenient and cost-saving to share a car with colleagues who are going the same way, and call Didi for parents who are far away...

With the creative element of "sticky notes", Didi helps users to note down important matters and output brand benefits in a soft way, which also deepens Didi's caring image from the side. As I said before, outdoor advertising should be big! In addition, of course, the copywriting should be heartwarming. It is not only eye-catching, but also caring.

9. Other Creativity

This year, we have teamed up with Yi musician "Mo Xi Zi Shi" to launch a special outdoor event, inviting hundreds of audiences to bring pillows and lie down on the bank of the Li River to listen to music.

Usually music performances are performed in a studio with people sitting upright, or at a disco party in a livehouse, but this was my first time listening to it while lying on a pillow on the grass.

On the one hand, it fits the theme of "nature" of this concert, using mountains and rivers as the backdrop and the earth as the stage to explore another possibility of music. On the other hand, in a natural environment, it is easier to help users relax deeply and find inner peace in music. In an unguarded natural environment, it is also easier for brands to enter the hearts of users. In addition, the ticket for this event is not a paper or electronic ticket, but a portable pillow.

This special admission ticket makes you the most conspicuous bag along the way. It seems to prove a truth that moving indoor things outdoors and showing internal things in an external form can always create a contrast and attract the attention of the public.

In addition to the above, there are some cases of communication that are worth replaying. For example, this year many official accounts have become more and more open. The Shanghai Public Security Bureau cooperated with "Love and Producer" to produce a public welfare film to prevent fraud, and carried out a cross-dimensional protection. In addition, Sichuan Prison launched a "pure prison style" short film, which brought a wave of interesting anti-crime propaganda.

Of course, a conspicuous bag is not the goal, it reflects a brand idea. Be brave to try and stand out. Pay more attention to topics about young people and try more fresh angles. I always believe that people will not remember mediocre products and content. By the way, what other "conspicuous bags" impressed you in 2023? Welcome to leave a message in the comment area.

Author: Aye WeChat public account: Shock Copywriter