Coffee Shop New Year Marketing Coffee Brand in 2023

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Time flies! The Spring Festival is coming, the Year of the Tiger is coming to an end ~ the Year of the Rabbit is coming! The New Year atmosphere of coffee drinks circle has begun to "hide"! In this era of national IP, brands are firmly grasping the zodiac IP "rabbit" to carry out a series of marketing activities, the taste of the year seems to be getting stronger and stronger...

These days, in the social platform to see a lot of coffee brand rabbit marketing offensive is really more and more fierce, through a variety of marketing, seize and "rabbit" related homophonic stem, with the "rabbit" word, with the help of Zodiac IP to-before the "rabbit" like brocade, exhibition macro "rabbit", good things into "rabbit", raise eyebrows "rabbit" gas,"money" rabbit "like brocade and other auspicious words, with brand implanted in the hearts of consumers, the new Zodiac IP includes new products, new packaging, new blessing..‍接下来就看一下都有些什么新奇“玩意”叭~‍ ‍ ‍ ‍ ‍ ‍ ‍ ‍ ‍ ‍ ‍ ‍ ‍

A few days ago, Ruixing officially announced on its official social platform that it will join hands with Han Meilin, designer of 2008 Beijing Olympic Fuwa and contemporary famous artist, to launch a new series of "Double Rabbit": Pre-Rabbit Sijin Thick Milk Latte & Big Red Rabbit Raw Cheese Latte.

The joint design of the cool ink style "New Year lucky" theme cup cover, paper bag and this homophonic new product attracted many netizens to punch cards, even some netizens have already taken cup cover, paper bag for the second DIY creation.

Later, Starbucks also carried three limited coffee drinks with "top" New Year's greetings and many limited products for the Year of the Rabbit! Roasted almond milk latte, Fu Man chestnut velvet macchiato, love white peach matcha latte respectively correspond to the blessing words of "crispy" service ~ very top state, smooth "chestnut"~ very top blessing,"peach qi" blessing ~ very top red luck.‍‍‍‍‍‍‍‍‍

Starbucks 'limited products for the New Year of the Rabbit were also sold simultaneously yesterday. The Year of the Rabbit mug set, the traditional cute rabbit shape piggy bank and the persimmon Ruyi cute rabbit cup set were all simple and cute in rabbit shape, which seemed to create a strong taste of Chinese New Year in shape.

Earlier, on January 4, Nestle announced that Nespresso Coffee, in order to welcome the arrival of the Year of the Rabbit, joined hands with Angel Chen, a famous Chinese fashion designer, to launch a limited edition New Year themed coffee gift box, coffee machine set and festive gifts, combining smart and playful creative style with elegant and dexterous rabbit image, colliding with unlimited fun belonging to the Year of the Rabbit.

It is understood that adhering to the concept of green environmental protection, this design is from Angel Chen's past works unused wool, hand-woven materials and lace, as well as Nespresso recycled hemp woven coffee bags obtained materials, splicing rabbit gives these remaining materials a second life.

In addition to appealing to these major coffee giants, other coffee brands are also launching their own New Year limits, most of which are inseparable from the "rabbit" IP trend.‍‍‍‍‍‍‍

This IP has a certain positive effect on both opening the "topic degree" and stimulating consumers to create the second aspect of the zodiac IP. For many consumers, the zodiac is not only twelve animals in a narrow sense, but also a representative and symbol of Chinese traditional culture, pinning people's feelings and hopes for the new year. When brands use familiar zodiac IP to communicate with the public, it's hard for consumers not to be attracted to these cute animals.

In such a competitive track, not only must we closely combine these latest trends of marketing initiatives at any time, but also through the corresponding products to meet consumer demand, in the "rabbit" IP tuyere, only to do excellent, adhere to the output of high-quality products, can be successful out of the circle...‍‍