Coco Tree Coconut Juice has released a calendar that needs to be mosaiced!

This article mainly analyzes the healthy products of Coco Tree Coconut Juice and its highly unified marketing style, providing new ideas for brand marketing. It is recommended for people who have brand marketing needs.

Coco Tree Coconut Juice, which claims to be one of the “top ten beverage companies in China”, can be said to be the top beverage brand in China. With its “earthy”, “vulgar” and “dirty” marketing, it has brought the brand to the center of the topic and has become a frequent visitor on social media hot search lists.

After its live broadcast debut became a hot topic, Coco Tree Coconut Juice recently made it to the hot search list of Xiaohongshu with a calendar that was so hard to look at that it was hard to look at. In addition to the colorful color scheme and earthy flavor, the calendar image that needed to be mosaiced made people suspect that Coco Tree Coconut Juice was going to sell sexy lingerie.

1. The calendar of Coco Tree Coconut Juice is unbearable to look at

Changing calendars during the New Year was originally a common thing. Xiaohongshu blogger Shiguang Manman posted a 2023 calendar of Coco Tree Coconut Juice and said "I dare not hang it up", which quickly attracted the attention of the public. Some people said it looked like the hair-shaking performance on a rural stage, and others said it gave people the feeling of an old sister-in-law from the 1990s.

The composition design of the Coco Tree Coconut Juice calendar remains at the same level as in the past, with a very high degree of recognition. It is full of emphasis, colorful, and charming curves, making people blush.

It is reported that this is not the first time that Coco Tree Coconut Juice has released a calendar. Earlier, a netizen on Xiaohongshu posted a 2022 calendar of Coco Tree Coconut Juice, but the design was not as bold as the 2023 calendar.

After the New Year calendar of Coco Tree Coconut Juice was exposed, the reviews were mixed, with some questioning and some praising. Some people said that it was because the coconut juice was delicious that the brand dared to let itself go.

Coco Tree Coconut Juice has always insisted on using "Drinking since childhood", "Fair and tender skin", and "Charming curves" as the themes of its communication. Even though it was punished for its slogan "Crazy Temptation" and was labeled vulgar, under the pressure of public opinion for many years, the brand still "remains true to its original intention" and adheres to the unique communication style of Coco Tree Coconut Juice.

What "wonderful" marketing has Coco Tree Coconut Juice contributed to us over the years? Let's take a look.

2. Marketing cases that were “conquered” by Coco Tree Coconut Juice in those years

Earlier, a "large-scale" advertisement of Coco Tree Coconut Juice was pushed (cursed) to the hot search list by netizens. In the advertisement, the model was dressed coolly and kept running and jumping up and down. During the jumping process, a set of close-ups of the turbulent waves were unbearable to watch, and at the same time, the phrase "white and tender/charming curves" was shouted. The eye-catching advertisement picture became the focus of discussion among netizens.

Coco Tree Coconut Juice also sparked a heated discussion with its slogans "white and tender" and "drink it from childhood to adulthood". Amidst the doubts, Coco Tree Coconut Juice made another move to consolidate the brand's product image as a healthy drink. This time, it used models wrapped tightly in clothes, without jumping up and down or surging waves. The slogans are still "white and tender" and "drink it from childhood to adulthood", but revealing a strange charm.

Some people say that the advertisement of Coco Tree Coconut Juice is a landslide among many advertisements that you never get tired of watching. Others believe that Coco Tree Coconut Juice should not cross the red line in advertising, but should focus on product research. Even so, Coco Tree Coconut Juice still goes its own way.

Not long ago, in order to promote its first live broadcast, Coco Tree Coconut Juice’s earthy yet magical advertisement became a topic of conversation after dinner. The brand’s unique aesthetic "standards", 50-cent design posters and beauties jumping up and down made consumers focus on Coco Tree Coconut Juice again.

At the same time, Coco Tree Coconut Juice's office building design, recruitment activities, street posters, product design, and everything from brand image to various communication materials all maintain a highly unified style.

In today's world where everything is marketing, the confusing operations of Coco Tree Coconut Juice do not just stop at advertising creativity. A bizarre recruitment advertisement once made Coco Tree Coconut Juice top the hot search list. The condition of "focusing on career but not family" triggered social controversy and caused the marketing to fail.

For a long time, Coco Tree Coconut Juice was caught in a vortex of public opinion because it hired a hot spokesperson and used slogans such as "white and tender" and "drink it since childhood" to arouse people's imagination. But even so, Coco Tree Coconut Juice insisted on its own style.

3. Black and red are also red, which is the unchanging marketing code of Coco Tree Coconut Juice

Many times, we always like to explore those unknown marketing codes, but Coco Tree Coconut Juice has never concealed its marketing strategy and has always insisted on "black and red is also red."

1. Crazy testing of marketing boundaries, "dirty" to the extreme

In the marketing circle, it is difficult to say whether it is better to cater to the trend of the times and have more styles, or to always stick to a unified style of content output.

The advertisements of Coco Tree Coconut Juice have all chosen a marketing strategy that is "dirty" to the extreme. Although its packaging design can be easily exploited by competitors in advertising, Coco Tree's coconut juice products, which have been in business for more than 30 years and have been fully recognized by the market, are still playing "edge balls" to attract users' attention.

Although this kind of marketing method still has enviable marketing effects in today's world of scarce attention, it is worth considering whether Coco Tree's "dirty" brand can be used everywhere as users' aesthetics become fatigued. Secondly, with new brands constantly making efforts, where exactly is Coco Tree's competitiveness?

2. Tasteless marketing, taken to the extreme, becomes a trend

In an atmosphere of dirty advertising and vulgar marketing, some people believe that the biggest feature of Coco Tree’s coconut juice marketing is that it is “earthy”, down-to-earth and has nothing to do with trends. It has remained unchanged for more than 30 years, using simple and straightforward advertising slogans to explain the product’s advantages and selling points, allowing users to intuitively understand what Coco Tree’s coconut juice is selling.

At the same time, while ensuring that the product packaging and advertising style are highly consistent, the decoration of its office building and other designs open to users all maintain a "rustic" flavor, which is considered by more people to be trendy when it is extremely rustic. Coco Tree's coconut juice has not only attracted users and competitors, but also attracted the emerging brand Luckin Coffee to collaborate with it. Its design has captured the essence of the "mudslide in the design world", giving the design a unique temperament and helping the brand increase its traffic.

This may be because when a brand is managed to a certain extent, because of its certain brand awareness and market influence, no matter how "rustic" it is, it can be accepted by users, which allows the brand co-branded design to create a different spark.

3. The design is unique, and the contrasting color packaging breaks the user's aesthetic taste

Today, with new consumer brands emerging one after another, basically all brands want their advertisements to be more advanced and their product designs to be more beautiful. However, Coco Tree Coconut Juice has taken a different approach and has established itself in the marketing circle through unique and recognizable designs and advertising content.

The font and logo should be big

In other brands’ street materials, as long as the symbols have characteristics such as “big words, big logos, bright colors”, they will be ridiculed by the public. However, the product packaging of Coco Tree Coconut Juice always adheres to the “red, yellow, and blue” tones, with large words and even larger logos, which breaks the user’s aesthetic taste. Amidst the criticism, the brand has gradually formed its own unique style, and therefore the brand is labeled with the “Coco Tree Coconut Juice style”.

Product close-up

In today's world where aesthetics is everything, Coco Tree Coconut Juice's various marketing efforts always rely on close-ups of the product, which once made people suspect that they were watching a fake brand advertisement. It is precisely this kind of fake-looking advertisement that has become an opportunity for Coco Tree Coconut Juice to stand out.

It can be said that Coco Tree Coconut Juice has brought in a steady stream of traffic to the brand with its unique advertising style. In today's world where black and red are also red, Coco Tree Coconut Juice has successfully stood out with its "dirty" advertisements and "earthy" and "ugly" packaging designs. At the same time, it has continued to output content while maintaining a unified style, leaving people with room for imagination, thereby achieving widespread dissemination of content and enhancing brand awareness.

4. Write to the end

Marketing has always been about the right time, right place and right people. Coco Tree Coconut Juice has survived in the fiercely competitive beverage market for 36 years with its healthy products and highly unified marketing style. How can Coco Tree Coconut Juice continue to maintain its popularity in the next 36 years? Let's wait and see.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"