Yeshu Coconut Juice, Never Collaborating with Outside Brands! Now Dreaming of a Fantasy Collaboration with Luckin Coffee?!

Luckin Coffee and Yeshu Coconut Milk's Dream Collaboration

Yesterday, Luckin Coffee's official Weibo posted a message: "#AnnualNewProductLaunch# 3-day countdown! This brand's first collaboration in 34 years ❤️" The accompanying image was:

(This mosaic is applied, yet it seems like it's not really applied!) This red, yellow, blue, and black color scheme - domestic friends are no strangers to such packaging design! Yes, that's right, just as everyone thought! This time Luckin is going to have a dream collaboration with our national beverage Yeshu Brand Coconut Milk! Hainan Yeshu Group also stated on their official Weibo today: "Although it seems like the entire internet already knows, the designer said creating graphics wasn't easy, so we still have to post

"

Yeshu Coconut Milk: 34 Years of Uniqueness

Yeshu Coconut Milk has "done things its own way" for 34 years, quietly accompanying the growth of two generations and has always been deeply loved by the nation. Without excessive advertising or promotion, relying solely on packaging where "no design is the biggest design" plus a formula that has remained unchanged for 34 years, it has carved out a unique position in the coconut milk industry. Despite many other coconut milk brands emerging later, none have shaken Yeshu Coconut Milk's status.

Unexpected Changes and Renewed Attention

However, after 31 years of low-key existence, Yeshu Coconut Milk's sudden packaging update and the unprecedented move of hiring a "spokesperson" pushed the brand into a storm of public opinion. Thus, Yeshu Coconut Milk has experienced another round of popularity in recent years, but the reason for its popularity wasn't the taste, but rather the spokesperson's waist-hurting photo poses that were truly difficult to imitate...

Additionally, Yeshu didn't use their spokesperson for posters or video advertisements, but instead directly printed them on their coconut milk product packaging, which then permeated major supermarkets and convenience stores. For a time, netizens couldn't understand this approach... The packaging seemed to have changed, but then again, it hadn't really changed, because every year, the "XX years of persistence" on the packaging would also be updated...

From Self-Deprecation to Market Leadership

As the saying goes, self-deprecation also brings traffic! After gaining a round of attention and traffic, Yeshu became active in people's视野 again. Riding the wave of popularity, the brand launched the young coconut water series that has been favored by young people in recent years. With the backing of a time-honored national brand, Yeshu Coconut Milk once again successfully "brainwashed" a new generation of young people.

However, after spending decades educating the market, it was Luckin Coffee and the brands that launched thick coconut milk that reaped the rewards. When Luckin first launched the Coconut Latte, monthly sales reached tens of millions of cups. Subsequently, other brands rushed to launch their own coconut series beverages, causing coconut milk drinks to reach their peak overnight. However, what became popular was the rich coconut oil, thick-textured coconut milk, not the refreshing coconut milk drinks - something Yeshu probably didn't anticipate.

The Dream Collaboration

This dream collaboration with Luckin Coffee is likely driven by market trends. Luckin also needs the "revival" of a time-honored national brand to create the next sales boom. Although it's still a coconut milk series product, the texture and experience will be completely different.

Although this product won't officially be available until April 11th, and no netizens have been able to taste this new product in advance, many Luckin stores have already secretly (and quite openly) started using the new collaborative beverage cup sleeves as pre-launch warm-up.

"Familiar layout, so tacky but I love it!" As one netizen said, this collaborative cup sleeve is still so brainwashing that netizens want to ask the cup sleeve designer, "Did you get paid for this design this time?" Of course they did - this cup sleeve design came from Pan Hu Packaging Design Laboratory, which has considerable influence in the domestic packaging design industry.

The Power of Recognition

From another perspective, a product's design doesn't need to be overly magnificent. Even without design, it can still leave a very deep impression on consumers. Just like Yeshu Coconut Milk's design - while appearing harmonious, it uses very eye-catching color blocks pieced together, leaving consumers with strong graphic memory or psychological perception.

Products leave very strong recognition, and consumers can associate related products through key designs/colors/shapes. Just as in the teaser image released by Luckin, although Yeshu Coconut Milk was covered with mosaic, people could still immediately associate it with the same product.

Final Thoughts

Are you looking forward to this dream collaboration between Luckin and Yeshu?

Image source: Internet, Weibo, Xiaohongshu

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