Written on the front
2023 is a big year for co-branding of various brands, looking back at the co-branding of brands this year, in order to poke the interest of consumers and enhance brand popularity, various brands can be said to have done their best in co-branding.
Brand co-branding has become a new trend to build brand awareness and detonate topics, and good co-branding models can give consumers a unique consumption experience and help sales, so let's take a look at the top ten co-branding events worth paying attention to in 2023.
01, Luckin Coffee Moutai
Luckin Coffee and Moutai launched this year's soy sauce latte can be described as the joint king of this year, and they have achieved excellent results in terms of popularity and sales. A cup of sauce-flavored latte with 53 degrees Feitian Moutai and priced at 19 yuan sold 5.42 million cups on the day of sale, and there was a period of time when a cup was hard to find.
Luckin has integrated Moutai's sauce-flavored liquor and coffee in terms of taste, and used Moutai's classic visual elements in related materials, such as the cup sleeve and paper bag of the sauce-flavored latte, which perfectly restores the packaging of Moutai.
On the first day of its launch, the sauce-flavored latte was all over the circle of friends, and the popularity lasted for several months.
Luckin and Moutai, as representative brands in their respective industries, both have high visibility and brand influence, and the two sides have jointly broken the barriers of liquor and coffee consumers. No one expected that the first sip of coffee for middle-aged people and the first sip of Moutai for young people were actually given by Luckin.
Luckin Coffee can be described as a fighter in brand co-branding this year, with co-branding almost every month in 2023.
In January, he co-signed the work of Mr. Han Meilin.
In February, the co-branded line puppy also triggered a wave of hot discussions and buying frenzy.
In March, he Guangzhi (talk show actor), in April, he co-branded the movie "Doraemon: Nobita and the Sky's Ideal Township", in May, he co-branded Gojo (band), in June, he co-branded the animation "Dart Man", in July, he co-branded Gulangyu ** Festival, in August, he co-branded Victoria's Secret and Line Puppy (Tanabata), in September, he co-branded Kweichow Moutai, in October, he co-branded Cat and Mouse, and in November, he co-branded the variety show "This!".It's Street Dance 6", co-branded Yi Yang Qianxi in December. These collaborations have sparked sustained brand attention for Luckin.
02, Hey Tea Fendi
In May, the joint name of Heytea and Fendi can be described as popular on the whole network. Heytea is a well-known tea brand, and Fendi is a luxury brand. The collaboration combines Heytea's innovative tea concept with Fendi's sleek design, resulting in a range of co-branded tea products with Fendi's signature motifs and elements. After the launch of the co-branded product, a large number of netizens paid attention to the purchase, and the co-branded drink "Joy Yellow" was once sold out.
With this joint cooperation, Heytea has successfully expanded its brand influence and enhanced its brand image, while Fendi has extended its luxury brand image to a wider range of fields with the help of Heytea's innovative and youthful image, opened up young consumer groups, and achieved a win-win situation.
03, Fauvist Feng Zikai
Fauvism drew inspiration from Feng Zikai's works "Three Thousand Years of Flowering, Three Thousand Years of Fruitful Peach", "Fold the Lotus Leaf and Forget It, Empty the Lotus Leaf Cover the Head", and "Enjoy the Coolness", and launched a new series of co-branded products "Long Summer". Fauvism matched the packaging design and fragrance of the fragrance with the theme of Feng Zikai's paintings, and launched fragrances with the themes of fragrant peach, summer lotus, and nightshade, as well as lotus leaf sunhats, sunscreen clothing, lotus leaf flip-flops, lotus leaf cool bar pillows, handmade vases and other products.
The co-branded Feng Zikai's leisurely, childlike and elegant paintings combine art and products, bringing consumers a double enjoyment of sight and smell. With the blessing of Feng Zikai's paintings, this set of Fauvist themed products has a unique cultural connotation.
04, Hollyland Barbie
In March this year, with the explosion of the movie "Barbie", "Barbie powder" replaced "dopamine" as a new popular keyword. This time, Hollyland and Barbie jointly launched three cakes, integrating the pink and dazzling Barbie elements into the cake design, which is exquisite and delicious, and very eye-catching. In addition, it also launched retro and exquisite peripherals, which gained a lot of female consumers.
Nayuki's Tea Chinese Strange Tan
"Chinese Strange Tan" is a collection of Chinese fantasy short films jointly produced by Shangmei Film and Station B, with magnificent traditional cultural colors and all-encompassing themes, telling 8 moving stories, creating a world with great Chinese imagination, and the people evaluate it as "the evolution of Guoman, the same romance, the first hit of the year". Nai Xue's tea joined hands with "China Strange Tan", based on the first episode of the anime character Little Pig Demon, launched two "Langlang Mountain Workers" special drink Pig Pig Old White Tea and Snow Top Pig Old White Tea, so that the hard-working workers in "Langlang Mountain" can enjoy a new experience of fantasy and childlike national tide in their spare time, and the co-branded products sold 100,000 cups on the first day of launch.
Nai Xue's tea this time co-branded the animation of the pig demon, crow demon, drinking water hyacinth and other key elements to refine and reorganize, the launch of ornaments, puzzles, golden sentence paper bags and other easy-to-spread peripheral products, set off a wave of communication boom, from word of mouth and sales to achieve a win-win situation.
06, Hema Three-eyed Boy
In order to welcome the arrival of the Qingming Festival in April, Hema has launched a number of novelty youth groups one after another, the most eye-catching is the joint youth group with Disney's Three-Eyed Boy. The three-eyed Qingtuan co-launched by Hema Fresh and Disney is filled with ingredients such as taro paste and cheese that consumers love nowadays, and purple rice is also added to complement the fragrance of Qingtuan skin. At the same time, various materials with three-eyed elements are also made, which are cute and cute. This co-branded product is interesting and delicious, and has been praised by a large number of young consumers.
07, KFC Metaverse Forest
At the special node of "520", KFC and Yuanqi Forest launched a new co-branded product. From May 15th, KFC and Yuanqi Forest's co-branded new product "Peach Soda Flavored Ice Cream" has landed at KFC 120,000 stores. Peach Soda Ice Cream is a replica of Genki Forest White Peach Soda Water Flavor, including ice cream cone and sundae cup, with a pink color, creamy aroma, and low-fat and refreshing.
The characteristic design of high appearance + new taste is very attractive to consumers to buy, in order to cater to "520", the two brands have repeatedly emphasized "sweet co-branding".
08, Hey Tea [gf] 2716 [ gf ] [gf] fe0f [ gf ] speechless Bodhisattva
On November 28, the Chinese tea brand "Hey Tea" and the Jingdezhen Chinese Ceramics Museum jointly launched the Buddha Hey Tea Latte. This co-branded set launched three specially designed cups and refrigerator magnets, with the themes of Silent Bodhisattva, Joyful Arhat and Fuhu Arhat respectively, which sparked a buzz of conversation and soared sales after its launch.
But in less than a week, Heytea was interviewed by the Shenzhen Municipal Bureau of Ethnic and Religious Affairs on suspicion of violating the regulations on the administration of religious affairs, and the co-branded products have all been removed from the shelves. After this removal, it triggered another wave of hot discussions.
09 Mixue Bingcheng[GF]2716[gf][gf]fe0f[gf]China Post
Mixue Bingcheng co-branded China Post launched a post office theme store. The theme store of Mixue Bingcheng Post Office has abandoned the consistent red style of ordinary stores and changed to green tones, which is integrated with the elements of the post office.
The joint China Post incident sparked heated discussions, and topics such as the landing of Mixue Bingcheng, the inclusion of Mixue Bingcheng, and the greening of Mixue Bingcheng sparked heated discussions on the Internet, and Mixue Bingcheng was once again "out of the circle" because of this marketing.
As a leading tea brand in China, Mixue Bingcheng has carried out cross-border linkage with all walks of life in recent years. The co-branding with the post is a breakthrough in broadening the brand influence and enhancing the stickiness of users, and enhancing its own brand value and recognition.
10, Cudi Coffee [gf] 2716 [ gf ] [ gf ] fe0f [ gf ] Zhen Huan biography
2023 is the twelfth anniversary of the broadcast of "The Legend of Zhen Huan", and on December 4, Cudi Coffee and Zhen Huan jointly launched a series of Ejiao latte products, reproducing the classic scene of "Concubine Xi returning to the palace". There are three new drinks in this series, namely Longan Red Date Ejiao Rice Milk Latte, Longan Red Date Ejiao Oatmeal Latte and Longan Red Date Ejiao Small Iron, corresponding to the three main characters of "The Legend of Zhen Huan", An Lingrong and Zhen Huan. This collaboration also launched limited peripherals such as Zhen You's terrier co-branded stickers.
In this joint branding, Cudi Coffee not only focuses on health and blood rejuvenation, but also initiates the topic of Zhen Huan on Weibo to convey the mental state of my part-time job and releases an animated short film, which has attracted the attention and discussion of consumers.
Write on the back
Brand co-branding has become a commonly used brand marketing method for various brands, and doing well can not only win word of mouth but also increase sales, and there are several points to pay attention to in brand co-branding:
1. When choosing a co-branded partner, it is necessary to consider whether the two brands have commonality and whether they are compatible. Including when choosing a well-known IP cooperation, you also need to consider whether it is in line with your own brand tonality.
2. Understand the Advertising Law and relevant policies and regulations to avoid possible risks.
3. Insist that product is king, and high-quality product quality is the key. In addition, co-branded products should be in place.
4. There is co-branding, but also communication, as a brand marketing event, co-branding must do a lot of extensive communication to be meaningful.
Which of this year's top 10 collaborations do you like the most?Welcome to discuss
Dang Heng cheered for the postgraduate entrance examination one by one