Will the "funeral tea" flash store be unveiled in Shanghai? will our "mourning coffee" be far away?

Chicken soup is poisonous and timid.

I do not know since when poison chicken soup became more and more popular, soul chicken soup drank so much, it is time to drink some poison chicken soup to wake up the brain. Occasionally drink a bowl of poisonous chicken soup to recognize the reality, but it suddenly enlightens people, it simply pokes the heart. Come on, strong man! Let the director take you to dry this bowl of poisonous chicken soup in advertising!

My life is an oolong macchiato.

Soon after Xi Cha became popular in Shanghai, netizen Yuleduo boy Qiu Chiu posted on Weibo that if it was possible to open a "funeral tea" himself, the Weibo post was quickly forwarded, and even the concept map of the product had already come out. After several waves of true and fake news of the opening, Funeral Tea was officially unveiled in Shanghai as a pop-up shop on April 28, opening only from April 28 to May 1.

Although it is only open for 4 days, mourning tea still wants to give full play to "mourning". In addition to choosing black as the main color, the endorsement of Funeral Tea chose "Weibo Internet celebrity Wang San3," an alpaca-based animation image. in the design of the product name is more "gripping": "come on you are the fattest black tea latte", "overtime not only pay raise hopeless green tea" and so on.

It is understood that the funeral tea flash store is a joint activity of ele.me and NetEase news. At present, it is possible to order at the funeral tea through ele.me in shanghai.

As a matter of fact, "funeral tea" is not the only "funeral culture IP" in the catering industry.

Coffee brand UCC

Not long ago, I worked with "a little negative energy every day" on Facebook to do a "adult black quotation" marketing to promote their new series of sugar-free black coffee. The main selling points of the series are sugar-free, zero-calorie and non-instant.

After looking at the picture above, does it touch your heart more than positive energy soul chicken soup? This is what UCC BLACK wants to achieve. It is understood that the copywriters won 12000 likes and more than 600 shares as soon as they were released, and then spread from Facebook to Wechat moments.

There is no hope for yogurt.

At the beginning of this year, the creative team "testing Institute" in Chengdu launched a "hopeless" yogurt, which seemed to be a parody, but it turned out to be a successful marketing plan for a famous dairy company in Sichuan. By changing the "new" on the bag to "no", a new brand was born. The institute has even specially designed the brand Slogan and publicity photos of the spokesmen.

After the popularity of "hopeless", the institute quickly launched two "sub-brands", namely "undercooked yoghurt" and "heart-piercing yoghurt", and refined the classification of "hopeless" yogurt. Unripe yoghurt drink heartache yogurt with quotations to expose those awkward moments in life, no hope yogurt is a circle marketing, "lose weight no hope yogurt", "buy a house no hope yogurt", there is always a suitable for you.

Negative energy milk tea

Negative energy milk tea is a series of products jointly launched by Taiwan dairy store Moonleaf and online illustrator "negative Man", including four "negative cups" that play anti-chicken soup on the outer packaging of milk tea. There will be simple words and pictures on each cup of milk tea, such as "weight will not become lighter because you drink one less drink." The negative energy, which is greatly inspired by these thoughts, not only did not cause disgust to consumers, but caused onlookers, and temporarily became a "network celebrity" milk tea.

Chengdu bus stop

What feud, what grudge? Ask this group of bus drivers to stop and salute:

In a word, a thousand kinds of mood.

"Bao" cures all diseases, money cures stubborn diseases.

The salary is four thousand and the house price is twenty thousand.

Money is not a problem, but there is no money.

The best reason to break up is, "when I'm rich, I'll marry you!"

Suntech educational institution

"the world is cruelly punishing those who do not change," and "every era quietly rewards those who learn." After the Spring Festival in 2017, activists in numerous cities in Beijing, Shanghai, Guangzhou and Shenzhen transferred this sentence to their circle of friends, demonstrating their New year's resolution to "seek change". After careful understanding, I learned that these two sentences are the copywriting of Suntech subway advertisements in 2017, which can be described as both "toxic" and "sharp".

This series of advertisements have clean layout and simple design. As the biggest highlight of the two copywriting, sharp contrast, neat opposition, one suppression and one Yang, both slapped in the face and fed chicken soup, evoking the resonance of countless people. There is no lack of audiences who shoot ads on their mobile phones and post them on Weibo or moments to show their positive values, which makes ads scan the screen again through social networks, prompting large-scale online discussion and reflection.

Ink pupil cartoon

Ink pupil comics recently launched a series of anti-chicken soup posters and put them on the elevator, telling us that "other people's chicken soup may be your poison!"

No chicken soup, no motivation, only some interesting stories. The poster story of the ink pupil cartoon makes you guess the story of the beginning but not the end.

After reading a few short stories of the ink pupil comics in one breath, do you no longer want to believe the chicken soup? does it arouse your curiosity about the ink pupil comics?

Snickers frame

In addition to UCC BLACK, Snickers also launched ads similar to anti-chicken soup negative energy, and invited Chinese Hong Kong entertainer Luo Jiaying to perform. At that time, the ads received a lot of attention on social media, and everyone was amused by the cheap and negative comments in the ads.

The packaging of this product continues the marketing method of Snicker's successful You are not you when you are hungry (not you when you are hungry), revealing the common mockery between brothers on the package. Unlike other brand nickname bottles, the words printed on the Snickers package follow the black humor that young people like most nowadays, such as "butter hand", "soft foot crab", "score boy", "cheating teammates" and so on.

For fast consumer brands such as Snickers, which focus on young people, the opposite way of using negative energy marketing is a good way to close the gap between brands and young people. After complaining about installing advertisements, there are not a few young netizens calling for Snickers on the Internet. In their view, happiness may not be willing to go hand in hand, but bad luck and grief, can be noticed and sympathized with, is also a good way to comfort themselves.

How hot is negative energy marketing?

Emotional resonance is the foundation

Nowadays, in the UGC era when information and expression are reconstructed, the pursuit of individual expression has become one of the demands for people to show their self-worth. Where there is seriousness, there is banter; where there is affection, there is sarcasm.

This is one of the reasons for anti-chicken soup marketing. Contemporary young people have long recognized the truth that real life is far more difficult than expected, and the simple rudeness of negative energy can resonate with them and stimulate consumers' desire to buy.

Scene marketing is the essence

Compared with the Internet communication in the PC era, the essence of mobile communication is scene-based services, that is, the perception of scenes and the adaptation of information (services).

Scene marketing is intended to closely combine the marketing mode with people's life scene, which refers to the marketing behavior aimed at the psychological state or needs of consumers in the specific reality scene, so as to achieve the marketing purpose.

The "negative energy" type of hot marketing is rather based on the extension of consumer demand.

Insight into the anti-chicken soup marketing, consumer emotion and expressed needs, taking into account the consumer emotional rigid demand under the application scenario, scene and product connection points and other factors, these hidden ideas are the internal reasons for the popularity of this kind of marketing.

In the final analysis, poison and non-poison may only be a short-lived trend, marketing must put aside the ever-changing appearance, down-to-earth research insight into consumers, to find ideas, in order to be able to do well in a highly competitive society.