Honey snow ice city "gilding" the snow king?! Marketing techniques of chain Milk Tea Store

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I don't know if you have found that pushing new products and engaging in activities to change logos seems to have become a new trend. As long as brands change logos on social platforms, there will definitely be a new action waiting for everyone.

Recently, many netizens have noticed that the white and fat Snow King avatar of the tea giant Honey Snow Ice City has become a gold version on various social platforms. With such a look, I feel suddenly heroic. This operation has aroused the interest of many netizens. There is a saying that "a few days have not changed greatly?" You can really give yourself gold "," it also straightened its neck and stood up, there is a feeling of developed confidence ", and netizens said" this is going abroad gilded "?

Indeed, it was not wrong. During this period of time, Honey Snow Ice City had indeed entered Korea and Japan. After accumulating rich marketing experience in China, Honey Snow Ice City's ambitions had gradually expanded overseas. Not long after the first store entered Japan, at 2:00 a.m. today, the official of Honey Snow Ice City announced the account of the first store in Japan, and once again issued a document announcing that the 2 stores of Honey Snow Ice City Japan had arrived.

However, the main purpose of changing the gold logo this time was not to go abroad, but to coordinate with the official launch of the "drink honey ice city to send gold snow king necklace" campaign to promote. It is understood that the gold necklace of this event has a full 25 grams of gold. After checking, the domestic gold price is about 402 yuan per gram, and 25 grams is 10050 yuan. I thought Honey Snow City was "poor" before, but I didn't expect the clown to be myself.

This is not the first time that the brand has used "skin" to do marketing. This summer, many regions across the country are in a high temperature state. In order to cater to current events, mainly to promote their own new products,"Black Snow King" has appeared on the whole network. It was once nicknamed "Black Snow King" by netizens, while the official claimed to be tanned by picking mulberries. Such marketing methods are combined with new products. The effect achieved is really good. With the topic of "blackening", it has been trending. Quickly and accurately pushed a wave of their own new mulberry tea. Nay! The Dark Snow King is like this.

Some time ago, the weather began to cool down gradually. The Snow King had already put on his winter clothes in advance. He was wearing a large cotton jacket and holding a thermos cup in his hand. It was unknown whether it was because of the thermos cup he was holding or because the weather was too cold, but the Snow King still looked like he was not opening his face. After that, many netizens found that the snow king in the northeast region is different from other regions. He wears a flower coat, holds milk tea in his hand, smiles all over his face, and has a full northeast flavor image.

It had to be said that Honey Snow Ice City knew event marketing very well. In addition to its theme song and brand image, it had always maintained a high exposure through various marketing campaigns. It used the logo and store avatar as advertising space. If there was any controversy, it would drive a lot of topics.

Changing skin for avatars doesn't just happen to Honey Snow Ice City. Changing avatars is a common marketing method for many brands. For example, Xi Tea, McDonald's, KFC and other brands will change their avatars for a limited time during the new event to create freshness and topic degree, thus attracting the attention and participation of young consumers.

Especially Xicha, the operation of the avatar "hands and feet" on the joint has always been tried and tested, and FARMER BOB joint, the boy avatar becomes uncle; and the trend godfather Fujiwara Hao joint, made an explosion head...

These operations not only combine the characteristics of the two parties, but also create a sense of freshness of the brand and further publicize the event. However, if you want the brand to operate for a long time and gain more recognition from consumers, you should pay more attention to the quality of the product itself.

Image Source: Network