The “Frog Shaking Tea” video has received over 100,000 likes. Is this the latest communication highlight of the beverage shop?

Recently, a new marketing strategy has emerged - the pleasing and eye-catching bag. Why has this marketing method become a new trend? Why do young people like it? Let's read it together.

Tea shops have recently added a new way to stand out from the crowd.

A few days ago, a video of "Working Frog Shaking Tea" suddenly became popular. In a lemon tea shop, the one who was shaking cup after cup was not a young man, but a frog doll.

Soon, the video received over 100,000 likes, and was reposted by a large number of media outlets, attracting a large number of netizens' attention.

I find that "lovely and eye-catching bags" seem to be becoming the latest marketing highlight.

1. “Lovely and eye-catching bags” are becoming a brand communication highlight

A few days ago, a video of "frog dolls shaking drinks in a beverage shop" attracted attention on the Internet. The dolls shaking the tea were even called "working frogs."

In the video, a sad frog doll with its eyes looking up at the sky and movable hands is holding the shaker cup put in the clerk's hand and shaking it up and down. After shaking one, the clerk puts the second one in. His efficiency is very high.

Douyin @Xinhua News Agency Kuaikan also reposted the netizen’s video.

"Do frogs have wages?"

"It's looking up at the sky to keep its tears from falling."

"My traveling frog didn't come back. It turns out you caught him and took him to work."

Many netizens left comments and joked about it, and the video received more than 100,000 likes. A closer look revealed that the machine in the video had the LINLEE logo on it.

In fact, the image of the "Snow King" of Mixue Ice City on the Internet can be called "the new tea drink conspicuous package" , rocking the streets, dancing, and hanging out at the party, and it is everywhere.

A while ago, Yihetang had a "crazy boss". The boss himself appeared on the commercial, and his "conspicuous" personality added a lot of points. "A press conference of a crazy boss" became the boss's performance report. At the beginning, he forgot the words, secretly glanced at the notes, and made fun of himself. The plot setting of crazy internal competition for KPI was so comedy that the effect was maximized.

Obviously, this innovative and interesting form of tea brands has attracted many people and has become a popular "eye-catching bag".

2. Why do young people like “conspicuous bags”?

"Conspicuous bag" originally referred to a person or thing that likes to show off, flaunt, and is a bit "shameful". Now, with the popularity of Internet memes, it has gradually become a term used to describe " people, things, and objects that make people's eyes light up and create a full atmosphere of joy."

The "eye-catching package" is highly entertaining, interesting, and has a sense of contrast. It can be said to be a kind of interesting marketing that can easily catch people's attention.

For example, the frog doll shake drink at the LINLEE store mentioned above breaks the inherent concept of manual or machine work in people’s traditional cognition and creates an interesting sense of freshness.

Secondly, as the pace of society accelerates, the constrained young people are used to being involuted and sticking to the rules, and they are in urgent need of finding a way out. The characteristics of the "conspicuous bag" that are not afraid of making a fool of themselves and are funny and humorous give people a feeling of living out their true selves and being real, which arouses the emotional resonance of young people.

On social platforms, whenever the term “conspicuous bag” is mentioned, the discussion volume is particularly high. When searching for “conspicuous bag” on Douyin, the topic has been played over 4 billion times.

What are the ways to stand out from the crowd in the tea beverage industry with its fancy new styles?

3. Check out the various ways to make drinks “eye-catching”

1. A good IP can become a “social gangster”

In Mixue Bingcheng’s marketing activities, the Snow King is almost always the protagonist.

As a "social gangster", it not only appears in store decoration and product packaging, but also in offline marketing activities, they will form teams to rock the streets, visit scenic spots and historical sites, and even go clubbing and dance with pedestrians. Recently, it unexpectedly "entered the entertainment industry" and became the leading male role in the self-made blockbuster "Here Comes the Snow King".

The same goes for the little ducks in LINLEE forest, the little crocodiles in Ningji, etc., all of whom are having a great time.

2. The boss made his debut in style by shooting the commercial himself

In April this year, Yihetang launched an advertising film called "A Press Conference of a Crazy Boss", presenting new products in 7 minutes and 20 seconds, starring the boss Hu Jihong.

The overall style of the commercial is humorous and interesting, using a humorous rush to shoot the commercial, presenting a new product launch that is novel, simple, pleasant and relaxing.

3. The humorous "star clerk" becomes a living signboard

In the past few years, the well-known former Starbucks clerk @李不拉铁 attracted a large number of fans by sharing funny interactions with customers in coffee shops on short video platforms, which effectively encouraged fans to check in offline.

Recently, the handsome young man from the Red Tea Company has also been trending online, with many netizens rushing to drink a cup just to see his face, saying "I'm sold on this handsome guy marketing", "The handsome guy's looks make the waiting time in line less boring", and "He is indeed the face of the Red Tea Company".

4. The poster was drawn upside down, and Heytea took advantage of the situation to launch a wave of "self-deprecating marketing"

A Heytea store released a line drawing of a Heytea boy and cheese. A netizen who entered the store discovered that the drawing was reversed. The netizen posted the picture on social media, which quickly sparked a lot of discussion.

Soon, Heytea also gave an official answer: Yes, yes, it was drawn upside down! The designer also apologized and made a "sliding kneeling" expression with her fingers to express her sincere apology.

The lovely reaction made many netizens change their tune, and they all spoke well of the designer, which directly took advantage of the situation and turned it into an interaction between the brand and consumers.

5. Brand CPs are called out, "love and hate each other" is a bit interesting

The hottest CP in the beverage industry this year is definitely Mixue Bingcheng and Luckin Coffee.

When Mixue Ice City officially announced its collaboration with China Post, many netizens left comments saying, "Mixues Ice City: Dear Rui, by the time you read this letter, I've already been recruited."

This kind of dialogue is consistent with Snow King's usual image as a "street kid" on the Internet, causing netizens who are eager to watch the fun to become spokespersons for both sides and speak to each other from a distance.

Similarly, when Mixue Ice City launched its own cartoon "The Snow King Arrives", it was ridiculed by netizens who love to stir up trouble, "According to Mixue's personality, the villain won't be called Luckin, right?"

Even on social platforms, a large number of netizens have summarized the "love-hate relationship between Mixue Bingcheng and Luckin Coffee". The "love-hate relationship" between the brands has made netizens find the joy of supporting each other.

6. There are many ways to design cups, and earthy taste is a new trend

While most brands are pursuing sophistication and perfection, there are always some brands that unexpectedly go the other way.

In June this year, Lelecha launched a new product, "One Punch", which was directly photographed by the company's senior executives and core employees, and printed on the cup.

The "Flowers Bloom and Fortune Comes" series of tea talks has a style resembling an enamel jar, earthy and trendy, and it quickly became a best-seller.

Brands have come up with various unique ways to become "eye-catching bags", and their various ways of standing out have immediately captured the minds of young people.

3. Brands that put down their airs are closer to young people

The fun, interesting and eye-catching "eye-catching bag" makes the brand more popular.

It can be seen that the "conspicuous bag" spread the brand symbol in an interesting and humorous way, further deepening the public's memory. The linkage of various marketing methods helped the brand achieve the transformation from traffic to sales.

Lelecha’s “Crazy Cups”, which had been in stock for a month and a half, were sold out in less than a week; Chahuanong’s “Blooming Flowers and Prosperity” series sold more than 30,000 cups on the first day of release, and total sales reached 400,000 cups in 10 days.

The extremely differentiated gameplay gives people a unique brand awareness, and many consumers are willing to pay for this "fun".

In other words, if you stand out, customers will come to you.

But we should also be aware that not all eye-catching bag brands are popular.

In addition to excellent product quality, a pleasing and eye-catching bag must be based on an understanding of the target audience and the delivery of a good user experience. Otherwise, it will lose its sense of proportion and even cause resistance.

Author: Wu Yue

Source: WeChat public account "Kamen"