Luckin Coffee x Line Dog surprise collaboration, presenting "Dog Repair Love Story" on Valentine's Day

Today's consumers are not only buying products, but also choosing emotional concepts and emotional attitudes. So how did Luckin Coffee accurately grasp the "self-deprecating" psychology of young people and arouse their emotional resonance? Let's take a look at Luckin Coffee's new Valentine's Day limited products.

Valentine's Day is coming soon. Recently, someone in the circle of friends posted a photo of Luckin Coffee's striped puppy cup. The two puppies were expressing their love to each other from a distance, and it was so heart-warming to see.

It turned out to be a joint event between Luckin Coffee and Line Dog. Not only did they launch a Valentine's Day limited coffee, they also staged a "Dog Repairing Love Story" on the eve of Valentine's Day, showing off their affection in a high-profile manner.

1. Luckin Coffee and the Striped Puppy collaborate to present a dog-repairing love story

Valentine's Day is the day when couples all over the world show off their love and single people feel hurt alone. This time, Luckin Coffee teamed up with the Line Dog IP and launched new products "Thorny Rose Latte" and "Love Bean Latte" with the theme of "Dog Repairman's Love Story".

"Rose with thorns" comes from He Guangzhi's self-mockery in "Talk Show Exchange Meeting 4" last year: "It seems that the more beautiful things are, the more cruel they are to the world. Every time I think of this, I suddenly realize that I am really a rose with thorns."

On social platforms such as Xiaohongshu, some netizens called out to He Guangzhi online, saying that they wanted to try the thorny rose.

Luckin Coffee's new product hides roses in latte, and specifically notes that "this product does not have thorns", creating a romantic atmosphere with a cup full of floral fragrance. The inspiration for the Acacia Red Bean Latte comes from Wang Wei's poem: "Red beans grow in the south, and a few branches sprout in spring. I hope you will pick more, as this is the most acacia." The latte is used to express the love of love.

With the help of two new products, they tell young people: there will be roses and there will be red beans. I have to say Luckin Coffee is really good!

It is worth mentioning that Luckin’s promotional copy is: “Luckin has a ‘dog’ on Valentine’s Day this year!” This has really stimulated single people.

The Line Puppy IP comes from a puppy-themed emoticon package made by Korean illustrator moonlab studio . He used extremely simple lines to draw the image of a cute and naughty puppy. The white puppy is a Maltese dog, and the brown puppy golden retriever is its good friend.

8G surfers must be familiar with the cute emoticons and couple avatars of Line Puppy. With just a few simple lines, a cute white Maltese puppy and a cute and honest golden retriever are vividly depicted. The painting style is fresh and looks very healing.

The co-branded products launched by Luckin Coffee this time have colorful Maltese puppies and adorable golden retrievers printed on the co-branded cup sleeves and bags. The remote interactions such as "What are you doing?" and "I love you" are fun and romantic.

In addition, free stickers will be given for the Line Puppy co-branded stickers. If you purchase any 2 drinks from the [Valentine's Day Limited] series of activities or purchase 1 [2 Cups of Sticky Coffee] set, you will receive 1 [Line Puppy Co-branded Sticker] for free. You can combine them as you like to create a new dog-repairing love story.

Luckin Coffee also launched a DIY tutorial for mobile phone cases + tissue bags + book covers, which fully captures the aesthetic tastes of young people. Users can cut out the patterns on the bags for DIY and get the same three-piece set for couples as the dog grooming app.

As soon as the co-branded products came out, netizens were attracted by the limited bags and stickers and rushed to buy them. After all, who can resist two cute dogs?

In addition, offline, Luckin Coffee has also built 8 joint theme stores of Luckin Coffee × Line Dog in cities such as Beijing, Shanghai, Guangzhou and Shenzhen, encouraging couples and singles to check in offline to enjoy the romantic Valentine's Day of dog grooming. It is said that singles will meet love if they go there.

By collaborating with Stripe Puppy, Luckin Coffee can not only capture the aesthetic preferences of contemporary young people and bring fresh consumption experiences to consumers, but also use Valentine's Day to amplify its marketing voice and increase user stickiness.

2. Luckin’s “reverse marketing” takes advantage of young people’s preferences

In fact, this is not the first time Luckin has done this. Last year on Chinese Valentine's Day, Luckin collaborated with the sad frog Pepe to launch a limited edition drink with the theme "No Guagua on Chinese Valentine's Day, Pepe the Frog likes you", which also triggered sales.

On the Chinese Valentine's Day, when couples show their sweet affection and singles go out to eat dog food, the internet celebrity "Lonely Frog" has become an internet celebrity. When couples send each other gifts on the Chinese Valentine's Day, the Lonely Frog has become a way for single young people to participate in the Chinese Valentine's Day.

"Hello, this is the toad that your friend reserved for you for the Chinese Valentine's Day. Now I will start to call: lonely, lonely, lonely, lonely, lonely, lonely..."

The netizens’ jokes have made the lonely frog a top trend on Chinese Valentine’s Day. If you search for “lonely frog” on Taobao and Xianyu, you will see thousands of stores. Some young people who “watch the fun and enjoy the fun” have started to play the role of “frog” on social media and take orders online. Therefore, single young people use this to make fun of themselves or their friends.

As soon as the collaboration was released, netizens' attention was attracted by the Qixi limited edition cup sleeves and paper bags printed with Sad Frog and his girlfriend Cuihua.

Many netizens have complained on social media platforms, "This frog is too ugly" and "I'm really grateful for this sad frog shape", but then they turned around and said, "The uglier it is, the more I like it" and "It's really addictive."

Luckin Coffee wishes consumers, whether single or not, to be happy and joyful in a very "magical" way.

Conclusion

In recent years, there has been a wave of "single self-deprecating" on the Internet. Luckin Coffee accurately grasped the "self-deprecating" psychology of young people, catered to their preferences, and triggered emotional resonance among young people.

From the co-branded Lonely Frog to the Striped Puppy, Luckin Coffee stood on the opposite side of the "couples' carnival" and "celebrated the festival" for singles. Through reverse marketing operations, it not only created a huge topic, but also gained the favor of young people by playing with memes in moderation.

Today's consumers are not just buying products, but also making choices based on their emotional concepts and attitudes.

Luckin’s Valentine’s Day limited new products give young people an opportunity to express themselves, making the originally sweet atmosphere more interesting and fun. By playing with memes and teasing, it also allows more young consumers to feel involved.

Author: Ouyang Rui

WeChat public account: 4A Advertising Copy