Why can coffee brands that convey negative energy every day still be loved by consumers?

Nowadays, many brand advertisements love to convey positive energy: families will be happy and their efforts will be rewarded. But for those office workers who are struggling on the edge of survival, this is clearly poisonous chicken soup. The reality is not so beautiful, not to mention the house price, a credit card bill can bring people back to their original form.

A coffee brand saw the troubles of urbanites and simply called on netizens to "have some negative energy every day" and held a black quotation sharing contest, so netizens' inner complaints broke out:

Do you think it's quite useful after reading it? This event, called "Adult Black Quotations", is a marketing campaign for Japanese UCC Coffee in Taiwan to promote its sugar-free black coffee UCC BLACK.

The marketing is a collaboration between UCC and Facebook online celebrities "have a little negative energy every day". "A little negative energy every day", which suddenly became popular on the Internet in Taiwan last year, was a Facebook group formed by a Taiwanese boy named "Keyman" who complained about fake positives that had to be positive every day. He has won the hearts of many of Taiwan's 20 generations of netizens for his precise complaints and outspoken truth. He now has more than 600000 followers on social networks and has published his own collection of negative energy quotations.

Photo Source: Neenergy Instagram

Working with this 20-generation online celebrity, UCC BLACK's target audience is clear: those busy urban "adults". Available in canned and bottled coffee, this coffee sells sugar-free, zero-calorie and non-instant coffee. It is suitable for office workers who work at a fast pace, are stressed and want to pursue the quality of life.

In addition to encouraging the sharing of negative energy quotes, UCC BLACK also launched a lucky draw on its website to fill out invoices for coffee purchases, with prizes for a whole box of black coffee and commemorative jeans. And the slogan of this lucky draw is also interesting, it uses "have you never won your invoice?" The negative energy stem, and then coax you to say, "fill in the invoice, bad luck dissipates". (urbanites still believe this)

Every day I have some negative energy to tell you that if you are unlucky, don't blame the water.

However, in Japan, UCC BLACK's marketing strategy is slightly different from that in Taiwan. They invited the 60-year-old singer and singer, Jiayou Morita, who is hoarse and charming, as the product spokesperson, using "Men's BLACK" as the selling point.

[poke the link to feel the male hormone of Jiayou Morita in the advertisement]

From advertising songs and painting styles to the design of the official website of products, there is a strong flavor of mature men and tough guys. it is obvious that UCC BLACK wants to convey the charming image of mature men in Japan. This strategy has attracted some fans of Jiayou Morita and his band, and the ad video has been viewed nearly 3 million times on YouTube, and the attention is also quite high.

UCC BLACK Japan publicity poster

Taiwan's UCC BLACK's approach is to be younger. They associate the bitterness of urbanites with slightly bitter black coffee, and make office workers have a bright impression of the brand with seemingly negative complaints.