Manner co-signed with HR Helena... Netizen: "it's like the marriage between the daughter of a senior cadre and the son of the factory director."

On June 24th, MANNER COFFEE officially announced that the brand jointly signed L'Or é al's top luxury beauty brand HR Helena Green bottle to launch the joint drink "a cup of green". The new drink uses green limited packaging, "bless the strength of self-healing, embrace confusion, return overnight." Start the youth dialogue with the consumers of Generation Z (usually the generation born from 1995 to 2009) in a new mode, and highlight the youth with green.

However, the launch of the joint name of the goose naturally attracted comments from netizens. Some netizens described the joint event as a marriage between Gao Gan's daughter and the son of the factory director, and this comment attracted high praise and sympathy from other netizens.

As a consumer of generation Z, the consumption trend is mainly based on high performance-to-price ratio, and Green bottle, as the most entry-level product of HR, its positioning is anti-inflammation and stability, repair barrier, soothing and moisturizing, but its price itself is not low, 50ml official website price is 1580 yuan, for ordinary migrant workers, such a price can not be long-term consumption.

This time the Manner joint product is a cup of matcha milk drink without coffee, which is not very attractive to coffee consumers.

The HR brand is positioned as a skin care product for high-end ladies, so the core users are those who have strong spending power on skin care products. And Manner positioning is affordable boutique coffee, so core users need petty bourgeoisie coffee but cost-effective people, from the positioning point of view, it is difficult for the two brands to resonate.

So that although the official warm-up activities in advance, but can not allow consumers on both sides to achieve effective forwarding and transmission, (to be honest, code clerks only know because of reading small red books … ), until the six days of the event passed, the response of the whole event was mediocre. Also because the official tweets are not clearly written, many netizens said: "if you can't afford to play, don't play."

The official event tweet said that before June 25, follow the official Manner account and share the tweet to the moments. As long as you wear green clothes and go to the store to order on June 25, you can get a free cup of limited joint drink. Each guest can only participate once. However, the tweet did not say that this "green free order" event was time-limited and ended at 17:00.... So much so that I had to work on weekends, and my friends who wanted to get off work to take part in the activities were in vain.

During the event from June 24 to July 15, guests who buy large drinks at the original price can participate in the activity of hiding cup covers. As long as you draw a hidden cup cover with "what is Free", you can exchange it for a limited coffee cup; if you receive a super hidden "what is Free" cup cover with a unique code, you can exchange it for a 50ml HR green bottle worth 1580 yuan.

However, some netizens reflected that after some stores had finished smoking cup covers, the clerk was unwilling to provide joint-style bags, and said that if they had smoked the cup covers, they could not have the bags, so they could only choose one from two. But there are no rules for official tweets.

Some netizens showed that the baristas in some stores did not remind guests of such activities, and finally asked why there was no cup cover, and the barista just took one to ta. At the same time, the words on the cup cover do not have any cover, just like the emperor's new clothes, everything is so magnanimous.

The Manner store on the 24th has not yet opened for business, Xianyu began to sell hidden cup covers, the original value of 158cups for cup covers sold at a price of 188. Therefore, it is possible for Manner to ensure that its employees do not pull out the cup cover ahead of time. Some netizens reported that some stores did not offer cup covers on their own initiative and did not even have a chance to draw a lottery.

On June 27th, due to the activity that you can get 3ml Green Aquarius sample sets by placing an order in Mini Program every day from 12:30 to buy joint drinks, many consumers are unable to normally use Maner Mini Program to place an order for other products. Immediately, the Manner official issued a response saying: "due to the hot buying of MANNER x HR Helena joint activity, the server is under emergency repair" and apologized to consumers who could not use Mini Program normally.

On June 28th, manner also said on its official Weibo that in order to apologize, the event was brought forward to 12:00. I hope you can place your order at the wrong peak. However, there are still many netizens said that the system is very slow, other drinks are still unable to place orders normally, and when the time comes, the lunch break is over, reducing the purchasing experience of ordinary consumers.

For this joint name, marketing professional netizens analyzed that this joint name is actually a win-win situation: for Manner, HR belongs to a high-end brand, and this joint name can enhance the brand level and strengthen the audience's understanding of its ultimate cost performance. For HR, the joint name belongs to "spending a small amount of money to do big things", relying on the distribution of Manner stores, so that more public consumers can learn about the brand. Through the distribution of sample activities, we can stimulate more potential users and attract Z-generation consumers to "join the pit".

But! The copywriting of the event is pieced together, the core information is not clear, and the tone of the joint product is not strongly related to the brands of both sides, so that the consumers of this event do not feel the intention. Cross-border cooperation is about bringing traffic to each other, you have the people I need, I have the people you need, expand and blend with each other, and finally achieve transformation. At the same time, both sides convey the same story, which resonates with consumers and can expand the brand volume in a short period of time.

Although this joint name can make HR Green Aquarius more approachable, and Manner is a brand that white-collar workers will buy on a daily basis, there is a certain degree of overlap between the two groups. However, due to the unclear rules of the activity and the technical failure of the Manner backstage to hold the scene, there were all kinds of problems at the beginning of the joint event, causing netizens to complain more about the joint name than praise.

And the joint drink itself is ice cream flavor matcha milk, high sweetness, many netizens said that people who really pay attention to the skin state will not drink drinks with such high sugar content. Even if HR sends out a small sample, the effect of an experience is not very good, and very few people will come to buy it.

And this time, the words on the joint cup cover also seem to be quite heartbreaking. "is love at the top? "are you afraid that the society envies the social cattle? "" on what day did childhood end? "" is it self-deceiving to wear makeup? "I want to empty it. "" what is freedom? "just. Is this in line with the joint theme of "A cup of green return"? Are decadent words, do not feel the vitality of returning to youth.

This is probably the flow of traffic as well as complaints.

Photo Source: Internet

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