When consumers are in a state of fatigue, how can summer specialty drinks stand out?

Entering summer means starting a life with air conditioning, cold drinks, and watermelons. However, there are so many types of drinks on the market that consumers will inevitably feel tired when choosing. In this article, the author selects and analyzes three types of typical cases on this topic and puts forward reference suggestions. It is recommended for people who are interested in product operations.

Great Heat (English name: Great Heat) is one of the 24 solar terms in the lunar calendar. It falls around the middle of the dog days of summer and is the hottest period of the year in most parts of China.

Whether sitting in the office in the afternoon or walking on the sun-baked streets, everyone hopes to have a refreshing drink in their hands. TOP Jun doesn’t know if you have this feeling. Sometimes you are tired of choosing drinks. You open the food delivery app and don’t know what to order. Consumers are tired, but brands have tried their best, and marketing methods can be said to be one after another. Let’s follow TOP Jun’s vision and take a look at which drinks have successfully become popular this summer.

1. Packaging upgrade, brand upgrade

1. “Give me a bottle of 1982 Sprite.”

On World Emoji Day, Sprite used the Internet meme, the once widely circulated Internet emoji "Sprite 1982", to play the meme. This time, Sprite 1982 is no longer a joke, but an elegant and high-end drink.

The limited edition bottle design with retro feelings and the mysterious soda flavor have aroused the curiosity of consumers. Sprite also added Douyin e-commerce Super Brand Day to create the world's first auction and invited "national uncle" Wang Yaoqing to be a guest in the live broadcast room to decide the final winners of the five luxury gift boxes.

In addition, Sprite also linked up with classic IPs such as Sad Frog and Cute Baby to create a new funny emoticon package of "Sprite in 1982", using the form of Internet memes to narrow the distance between the brand and consumers, allowing consumers to use "Sprite in 1982" as a memory point to deepen the brand impression, and also increase the brand's popularity in a relaxed and humorous way. TOP Jun couldn't help but sigh that this wave of marketing is "elegant, really elegant".

1982 Sprite & cute baby expression pack

2. Budweiser x The Rolling Stones

Budweiser has always had a deep connection with music, and they have always been committed to bringing inspiration and opportunities to underground artists. With its own musical attributes, as one of the best-selling beers in the world, Budweiser has linked up with the publishing and music industries to unlock new ways to read magazines at a time when paper media is declining.

It launched the monthly music magazine "BugMad" in collaboration with the Spanish magazine "Rolling Stone". The carrier of this magazine is the "corrugated paper" packaging of 12 cans of Budweiser, with an initial release of 100,000 copies.

Budweiser & The Rolling Stones co-branded packaging

This creative approach can not only help pop musicians spread word of mouth, expand publicity and influence; consumers can also get an extra music magazine for the same price; and it does not increase additional marketing costs for Budweiser itself, so it can be said to kill three birds with one stone.

In addition, the electronic music festival jointly created by Budweiser and Tomorrowland, which attracts hundreds of thousands of people, is currently in full swing in Belgium, with more than 600 DJ superstars gathering together to have fun all summer.

Budweiser & Tomorrowland Electronic Music Festival

2. IP linkage and brand promotion

1. Mixue Ice City x "Egg Party"

"You love me, I love you, Snow King Egg is so sweet", "You love me, I love you, Snow King Egg is having a party"... This familiar melody made TOP Jun couldn't help but repeat it in his head.

Oh, it turns out that Mixue Ice City and "Egg Party" have come up with a dream collaboration! The CP formed by Snow King and Egg Boy, two IP images that are deeply loved by consumers, gives people an unexpected but reasonable sense of surprise. CP is not only to be supported, but also to be supported in a big way.

In order to build momentum for the collaboration, the two brands not only filmed a series of puppet skits showing the fun interactions between Danzai and the Snow King in the real world, but also "opened" the Mixue Ice City beverage shop into the Danzai Island in the game, allowing players to check in in an immersive way.

Mixue Ice City beverage shop in Danzai Island

The representative Snow King store and the classic dessert cart, everything is an authentic restoration of the offline consumption scene.

Mixue Bingcheng's penetration into the lower-tier markets, its extremely high number of stores and relatively low pricing are very consistent with the user characteristics of "Egg Party" itself; in addition, the IP images of the two brands are also very similar in appearance and style.

This time, the virtual idol pair of Danxue CP makes it easy for us to see that young people nowadays like to keep up with the trend, and through a series of in-depth linkages, they have impressed consumers.

2. Lelecha×Loopy

When it comes to milk tea collaborations, we have to think of Lelecha, the leader among them. This time, Lelecha chose to collaborate with the pink Loopy.

Let TOP explain. If Lingna Belle is a Shanghai actress, then Loopy is a Korean actress. Loopy is a character in the cartoon "Pororo". She has pink skin and a silly smile, and is also very popular on Instagram. The secondary emojis created by domestic netizens around her image are widely circulated on social platforms.

In this collaboration, Lelecha also chose products that are super compatible with Loopy, and launched a pink "1-liter watermelon coconut". In addition to the product collaboration, the brand also created a variety of peripherals, from stickers, fans, limited bags to co-branded plush mirror pendants, each of which firmly grasps the "mature appearance, cute heart" of adults.

In the process of delivering happiness, using the simplest and most intuitive way to touch the softest part of young people's hearts not only forms a resonance point with the brand, but also strengthens the impression of the brand.

3. Insight into emotions and precise resonance

1. Nayuki's Tea x "Wulin Wai Zhuan"

When asked about the milk tea brand that understands consumers best, how can we miss Nayuki’s Tea? Nayuki’s Tea is targeting film and television IP this summer, announcing an in-depth collaboration with the classic costume sitcom “Wulin Wai Zhuan” to launch a domineering durian series of products.

As a costume sitcom that has been broadcast for 17 years, "Wulin Wai Zhuan" has long become the memory of more than one generation. The joint venture with Nayuki's Tea is a breakthrough attempt in the commercial field.

Nayuki's Tea lived up to expectations and chose to combine its classic product, the domineering durian, which has been popular for five years, with "Wulin Wai Zhuan", so that the classic attributes of both sides can be deeply matched and the classic can be revitalized. In addition to drinks, Nayuki's Tea also launched a series of creative peripherals such as Tongfu Inn handbags, DIY custom stickers, and classic character standees.

Nayuki's Tea & "Wulin Wai Zhuan" classic character stand

As soon as the co-branded model was launched, it triggered many people's youthful memories. Netizens on social platforms immediately expressed "My youth is back" and "Whose DNA has been moved", making this co-branded model very popular. When the elements in the drama become tangible and touchable carriers, bringing consumers a sense of surprise, the brand has successfully mastered the sales code.

2. Lelecha and Crazy Literature

Yes, that’s right, it’s Lelecha again. This shows that Lelecha’s marketing is indeed remarkable! Let me ask you first, have you ever been scared by Lelecha’s “human head” packaging?

Lelecha "One Punch Blast" Series

Let's say you are scared when you see these four men? The thing is, when crazy literature and crazy emojis swept the Internet this year, Lelecha also took advantage of the trend and joined the crazy army. The new "One Punch Explosion" series has four men, Aobai, Li Kui, Zhang Fei, and Meng Dan, printed on the tea cups. Their exaggerated expressions with raised eyebrows, wide eyes, and bared teeth are full of visual impact, just like you and me, who are calm on the outside but roaring like a dragon in the heart.

The official also revealed that the four men were actually filmed by Lelecha’s own employees without any pay. Lelecha “You are so real, I am crying to death”. Perhaps it is precisely because of the negative emotions and opposition to involution and desire for happiness among young consumers that Lelecha encourages consumers to vent this “madness” and bravely pick up the crazy cup to pursue the happiness of the moment.

If you "go crazy" unilaterally, the popularity will not last long. If you go crazy in both directions, it will be more conducive to the spread and fermentation. The huge demand for emotional value is an opportunity for tea brands. Only by fully engaging with consumers and deeply empathizing with them can you usher in a wider range of consumer interactions and feedback. Lelecha has won this wave of empathy.

In fact, in the fiercely competitive beverage industry, every brand is committed to finding marketing gaps and striving to carve out its own unique track.

Author: TOP Jun

Source: WeChat public account "TopMarketing"