Starbucks and Taylor Swift joint event Chinese stores play Taylor Swift album Tims launches Justin Bieber limited new product

What attracts code workers recently is not the hot conduct of Starbucks'# Singles Day event, nor Starbucks' holiday restrictions on star-chasing gifts, let alone Starbucks' Red Cup wish gift, but the comments below! For three or four days in a row, under every Weibo post on Starbucks, netizens inexplicably blew up messages such as "wishing Taylor Swift with the same money parachuted into the mainland", "calling Taylor Swift" and "when will RED be officially announced".

As the king of the coffee shop, the code worker No. 6 launched a gossip search for everyone.

First of all, let's give you Taylor Swift: a famous American pop singer, Taylor Swift is a nickname for Chinese fans. From 2012 to 2014, Swift released her fourth studio album, Red, which topped the iTunes digital song sales charts 50 minutes after its release, winning the Guinness Book of World Records for the fastest-selling single in digital album history. In June 2021, Swift announced that it would release a re-recorded version of "Red" in November-"Red" (Taylor's Version).

But what does all this have to do with Starbucks? In fact, in order to celebrate (joint marketing) RED re-recording, the extranet exposed that Swift and Starbucks joint drinks will be launched in many countries. How did you find the clue? On October 26th, before the partnership between Starbucks and Taylor Swift was made public, Taylor Swift sipped a Starbucks latte in an ins video. Because celebrities rarely use products with obvious logos on public social media, some netizens are skeptical about it.

On November 9th, Starbucks posted a message on Twitter, "it's Red Season", confirming netizens' speculation and using Taylor Swift's lyrics in its subsequent response. In fact, around November 10, someone revealed the suspected Starbucks work schedule on TIK TOK and released posters of Starbucks and Swift's joint event. Many netizens manually @ Starbucks China on Weibo and sent out "Don't you earn money here?" "the soul of torture.

What is certain is that the "Red (Taylor's Version)" activity is limited to the Hong Kong and Macao Special Administrative regions and Taiwan Province in China. The official explanation is that the three coffee raw materials sold at the event are insufficient in mainland China. In order to meet the demands of Chinese fans, Starbucks China has decided that Swift's new re-recording album "Red" (Taylor's Version) will be played in designated stores in the mainland from November 13 to November 18. Fans on Weibo have already sent out news about Starbucks Taylor Swift music afternoon.

As the peak season for catering sales, not only Starbucks chose to sell jointly with superstars, but Canada's national brand Tims also teamed up with superstar Justin Bieber to launch three limited drinks. On the morning of November 10th, Tim Hortons was the first to make an official announcement:

Bieber limited Timbits will be available in the United States and Canada starting on November 29th, and there are three new flavors!

As we all know, celebrities can bring extensive public relations influence and benign role to the brand. When consumers believe that they have the same interests and common ground with the stars, they will magnify their preference for the brand. It is not difficult to see that various brands especially like to find some online celebrities, stars or influential figures on social media to endorse them, because celebrity sharing and recommendation is a bridge and intermediary between products and consumers. When the fan base of celebrities is large enough, it means that sales of new products will never be low. It may also be like Starbucks, for a variety of reasons, to make additional compensation in areas where joint names cannot be achieved.

Photo source: Twitter, ins, Weibo

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