The joint ** of Tea Baidao and Pink Panther was finally launched, and netizens quickly checked in. "Let me see who hasn't drunk the tea Baidao Roselle hawthorn berries?"Get the leopard and leopard felt bag!.""This powder is really deep in my heart!”
Co-branded marketing has become a common means for tea brands to promote new products, and the gameplay is becoming more and more "advanced".
In order to succeed in this "leopard model", Chabaidao "planned" for a week ......
Teaser + puzzle solving
Co-branded gameplay is also changing
Last week, the blue panda logo on Chabaidao's official Weibo was painted pink, making people wonder what was going on.
The blue panda logo of Chamomochi is painted pink.
On the official account of Tea Baidao's Xiaohongshu, a "wanted" poster was released early, and the pink tone was particularly prominent. It seems to be a joint action, but the name of the joint object is painted out in pink, and the tea Baidao panda is also painted out. There is a teaser line below: "November 30th Crush Boredom".
The word "pink" is a pun here, both to create a sense of fun with this playful color, and to make the public guess about the object of their collaboration.
Netizen comments. In the comment area, netizens guessed a lot: Barbie, Strawberry Bear, Patrick Star, Pink Panther, ......And so on these pink-themed characters. Until someone used technical means to solve the case, adjusted the color of the poster, and the handwriting of "pink panther" was vaguely visible, which really hammered the joint name with the naughty pink panther.
On the second day of the official account of Chabaidao, a new clue was released, "a new colleague appeared in the office". It seems that the Pink Panther "invaded" the headquarters of Chabaidao, seized the workstation of the official account, and also "operated" the computer ...... of the official accountThe hint of a smile on the corner of his mouth seemed to mean that he had succeeded in mischief.
Tea Baidao Xiaohongshu released a new clue for joint branding.
Compared with the past, consumers' expectations were opened on the day of the joint brand day or the day before, and this time Chabaidao warmed up nearly a week in advance. previewed, but it didn't say it completely, but let the majority of netizens solve the puzzle by themselves to guess, with a sense of participation, and the expectation value was higher.
In addition to increasing the popularity, it also allows the interaction between officials and consumers to be slowly digested. For example, tell how to get your favorite peripherals, collect consumers' opinions, evaluate the popularity of the event, possible problems, etc., so as to make corresponding adjustments on the day of the event.
The current tea brand
How much do you like co-branding?
Since the beginning of this year, the topic of co-branding has been heating up, only from the incomplete statistics of co-branding in the past half month:
On November 15th, Nai Xue and Lele Tea both co-branded Detective Conan, and the audience of the big animation IP is immeasurable;
On November 17th, Heytea co-branded Noritake, the two have the same style and are praised by enthusiasts;
On November 21, Nai Xue co-branded Oreo released a new product and strengthened the IP of Nai Xue Girl;Cudi co-branded Care Bears has made a series of dopamine color schemes;
On November 22nd, Uncle Qiu and the little parrot Bebe co-branded, and the cute shape was cute;
On November 23rd, Throbbing cooperated with Journey to the West and Zhang Guangyu to launch a new Taiping Monkey Kui matcha series, which is a bit interesting;Yihetang co-branded Trolls ......
On November 28th, Heytea and Jingdezhen Chinese Ceramics Museum linked up to promote the joint name of the "Contemporary Buddhist Internet Red" Speechless Bodhisattva;
On November 30, Cha Baidao and Pink Panther jointly ......
In addition, there are also some new tea co-branded drinks in December, which are also "sneaking away" one after another, and are waiting to be detonated.
There are too many, too many co-branding.
In addition to these well-known and well-known roles, there are more IPs that are widely spread in different fields and circles, which have also become the choice of tea co-branding.
Some have become carnivals in niche circles, "double kitchen ecstasy", "dream linkage";But there are also many people who have been evaluated as "the current joint objects don't know each other", "because I met the new IP because of drinking milk tea".
Left: Yihetang, right: Aunt Shanghai.
It is undeniable that the act of co-branding is, of course, a favorable means of creating successful marketing. The right two objects integrate the resources of the advantages of both parties to create a higher brand value. But this is by no means to say that as long as you co-brand, you will definitely succeed.
It is necessary to see three key questions in front of the brands: why do we want to co-brand?What to do co-branding?How to amplify the value and continue the popularity?
When co-branding has become the norm
What should be valued?
If you don't think clearly about what you want, and you co-name for the sake of co-branding, there is a high probability that it will become an invalid co-brand. Whether it is for the tea brand itself or for the co-branded object, it is necessary to cognitively match and borrow from each other to achieve the effect of 1+1 2.
01 Region-wide co-branding, consistent brand tonality is the first place
Any brand to do co-branding is by no means a matter of a slap in the head. The much-said "taking advantage of the situation" conceals the identity of the two joint objects, one high and one low. But in reality, successful co-branding often has the same brand tonality, and the impact on consumers is comparable to each other.
Taking this year's very out-of-the-circle Heytea co-branded Fendi as an example, some people feel that there is a huge price difference between the two, and Heytea has become the most affordable "Fendi entry-level model". But in addition to Hey Tea, will Fendi be co-branded with tea?
Heytea co-branded fendi
Heytea occupies the head position of the new tea drink, making a high-quality drink, and Fendi is a nobleman in luxury, and also has its own insistence on quality, and the concept of the two is completely consistent.
The way of co-branding, there are limited drinks, as well as exhibitions, and behind the support of this co-branding activity, both parties have a sense of taste and art. The dividend of the topic out of the circle actually comes from the large distance of "cross-border", which is surprising.
For another example, this year, Throbbing Burning Fairy Grass has teamed up with Doraemon twice, and 7 Fentian has continued to co-brand Disney characters, which is a national, national-level tea brand and internationally renowned big IP playing together, with a wide audience, and it also makes people feel that this is powerful and deserved.
Left: throbbing burnt fairy grass, right: 7 points sweet.
02 Localized co-branding, more direct to consumers
Of course, IP is valuable, and the co-branding price is higher. Putting the goal down is also a co-branded game that benefits consumers more.
Not long ago, on Halloween, a number of brands launched holiday marketing, and some also combined with co-branding. Grandpa's offline co-branding of not making tea is eye-catching.
As a local brand in Wuhan, Grandpa does not make tea and co-branded Wuhan Happy Valley, and opened a pop-up store with a mobile capsule car at the gate of Happy Valley.
Happy Valley's annual Halloween carnival is a reserved item, cosplay, 100 ghosts night walk, thrilling and joyful, and the traffic is very large. Grandpa didn't make tea not only launched a pop-up store limited drink, but also replaced the whole line of products with a new cup sleeve, and played a stalk on the text - "Don't catch ghosts, only catch horses", and also give away a "charm" to catch ghosts, which is actually a coupon scratch ticket, which is very in line with the artistic conception of celebrating Halloween.
Grandpa doesn't make tea, co-branded Wuhan Happy Valley.
Although in terms of scope, pop-up stores are not as large as the co-branded activities launched nationwide, the effect is very intuitive for regional brands to accumulate potential energy.
Although the co-branding action is simple, it must be an insight into the behavior Xi habits and preferences of young consumers, especially locals, in order to capture their hearts.
03 For the joint purpose, "pet fans" is the core value
The common presentation of the co-branded event, cup sleeves, paper bags, and stickers, is like a basic three-piece set. The choice is to give a little more, that is, straw cups, coasters, refrigerator magnets, keychains, character stands and other co-branded peripherals, which are more or less practical and can "brush the sense of presence" in the daily life of consumers.
Tea Baidao co-branded periphery.
How much do consumers care about tea co-branding?Perhaps, in fact, I don't care so much. It's just that he just likes to drink milk tea, and he just likes the co-branded object this time, so he is determined to pay for love.
If they drink a surprising milk tea, of course they will repurchase it and recommend it to others, but if the co-branding ** is insufficient, they may also blame the loss on the product. After all, a good mood is the best flavoring.
Of course, sometimes running out of materials is really not hunger marketing. Co-branding often limits the cooperation cycle, and when the reality is more popular than expected, the peripheral materials have to be restarted and produced, which takes time.
The significance of "pet fans" is that through co-branding, consumers once again realize that this brand is doing its best to serve consumers, and "it is really capable".