The wonderful adventure of jojo! Luckin Coffee unexpectedly co-signed with it!

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Luckin Coffee officially announced that it will co-sign with "the wonderful Adventure of JOJO, the Sea of Stone" in October, and the event will be held in major stores across the country.

Some time ago, Lucky posted a topic on social media: "Let's talk about it. Who do you want Lucky to co-sign with?" In order to get the next joint name, Lucky has long been among the masses, listening to the suggestions of all kinds of netizens.

Fortunately, the official voice was made today! In the end, it was decided to co-sign with "the wonderful Adventure of JOJO, the Sea of Stone". JOJO is a long cartoon, and now Lucky wants to harvest a wave of comic book fans? Aah! This is what Chef jo is looking forward to! It is reported that this is not the first cross-border co-signature of Lucky.

On April 11 this year, both Coconut Tree and Ruixing officially announced that they had launched a joint product, Coconut Cloud Latte, which was the first cross-border joint name of Coconut Brand Coconut Juice in 34 years. It is understood that the "coconut cloud latte" uses "cyclic molecular embedding technology" and uses coconut milk instead of conventional milk lids to beat out milk foams as rich and delicate as clouds to ensure a dense taste.

The two also jointly launched 2 limited paper bags and 1 cup cover, and the annual new noodles are full. When it comes to coconut tree, perhaps most people's impression of it may stay in the "mudslide" aesthetic product packaging. The packaging style of coconut milk has been commented by many netizens that "the earth to the extreme is the tide", but the reality is that on the first day of launch, lucky this product sold 660000 cups.

Since then, on April 25th, Luckin Coffee and EDG also announced a new cooperation. The S11 champion of EDG e-sports club became the recommendation officer of Lucky, and consumers could get the EDG electronic medal if they bought coconut green ice extract. In addition, Ruixing launched the EDG limited edition cup cash has landed in Beijing, Guangzhou, Shenzhen, Hangzhou, Wuhan, Chengdu, Chongqing stores.

Also opened a luckin × EDG Shanghai theme store, which designed theme lights and game experience area, EDG logo and super-burning barrage, team history honor wall, infinite fantasy sign-in area and so on.

Speaking of joint names, this is not just about the beverage circle, the major brands are playing joint names, which become the starting point of brand building differentiation and breaking the inherent cognition. There are also many examples of joint names that impress consumers and help both sides of the joint brand.

Manner is also one of those who have attracted a lot of attention because of their joint names. As a rookie in the coffee industry, Manner announced this summer the launch of a new product, matcha ice cream-flavored latte, with high-end skin care brand HR Helena, which once paralyzed servers. Not only that, not long ago, Manner also co-signed with LV, this time jointly designed two "LV show customized" coffee … A cup.

Looking at the tea circle, in June this year, Xi Tea and the hit drama "Menghualu" jointly launched two customized tea products-Menghua Tea Xi Dian Tea and Perilla Powder Peach drink, priced at 19 yuan and 15 yuan respectively, taking the route of low price.

A number of activities including joint flash mob, creative perimeter and theme stores have also been launched. These activities bring a full range of co-branding experiences from products to stores. The joint-style new product sold 300000 cups on its first day on the market, which has also become a new hot topic outside the play.

Just now, Nai Xue's tea joined hands with the hit drama "Canglan Formula" to launch a new joint product "domineering Oriental Pomegranate" with the theme of "Cang Lan Liuannian". It is reported that the joint product has sold more than 10,000 cups in 8 minutes, setting a new industry record. Many stores in Nai Xue burst orders. Weibo topic "Cang Lan Formula and even wedding tea are ready" is directly into the Weibo hot search list.

It is understood that around the theme of "Canglan durian", Nai Xue also launched a series of limited periphery, with cup covers, handbags, mobile phone brackets, stickers and other periphery as carriers to recreate the aesthetic scenes in the play, such as Shuiyuntian, Si Mingdian, Yun Mengze, and so on. The cup cover borrows the shape of the play's "Life Book leaves" and embeds the picture of the leading actor and heroine in Shuiyun Tian. "combined with the plot in the play, you will feel that this neighborhood has a great sense of story, so you will want to collect it." At the same time, Nai Xue's tea has set up a "Canglan durian" theme store in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou, and customers will have the opportunity to get corresponding benefits if they participate in the "code" interaction in the theme store.

With the communication channels becoming more and more extensive and the market competition becoming more and more fierce, the acquisition cost and service cost of a single business user has become higher and higher, so it is also a trend to choose multi-brand cooperation. Joint products basically form the complementarity of consumer groups with the help of their respective advantages.

This is nothing new for a long time, in the commercial activities of brand co-names, many co-brands will cause crazy buying on the release day because of their fame, but there are only a handful of co-branded series that can be remembered.

Photo Source: Internet