So Hardcore! Tai Er Officially Launches Pickled Vegetable Latte and Pickled Vegetable Fish Coffee!

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Yesterday, another round of sauerkraut latte sharing once again dominated the coffee group chat!

At first, I thought it was just everyone following a new trend, but it turned out that Tai Er (yes, that sauerkraut fish restaurant!) actually launched a sauerkraut latte! And this wasn't just a joke...

Back on April Fool's Day this year, Tai Er announced they had started a coffee company and launched the world's first sauerkraut fish version coffee! Using the cooking techniques and ingredients for sauerkraut fish, they created several innovative coffee drinks that looked weird but made you want to try them after a second glance: ice blog sauerkraut latte, opening sour and refreshing iced Americano, wasabi shrimp cappuccino, boneless chicken feet cappuccino, and more.

However! At that time, Tai Er was just making an April Fool's joke. They didn't actually open a coffee shop, nor did they really sell these products. At the time, some netizens also commented that since they already added sauerkraut, why not add some fish too!

Because people couldn't buy it but still wanted to try it, for the next month, the group chat often saw everyone buying sauerkraut to make coffee. Even the writer tried their unique approach of turning coffee beans into coffee particles... It was truly satisfying, and the cleanup was also very real.

Unexpectedly, several months later... they actually launched the original sauerkraut latte, and even sauerkraut fish drip coffee bags?! You could say this is ridiculously outrageous!

At the same time, they also launched several other drinks: random chrysanthemum lemon coffee, "just you're cheeky" tangerine peel cold brew, quick hibiscus iced Americano, and (hua) pepper "makes you human" passion fruit Americano... Although this time's naming and creativity weren't as outrageous as the April Fool's joke, they still reached an outrageous level!

What Does Sauerkraut Latte Taste Like?

So! What does the original sauerkraut latte actually taste like?! "It doesn't taste like sauerkraut! And it's surprisingly delicious! It's just a latte coffee with a slightly sour taste" - feedback from friends who have already tried it.

(I can see everyone's "disappointed" expressions through the screen!) Hey, don't be disappointed! After all, if they really used highly acidic and heavily flavored sauerkraut, not only would the taste be discordant, but the milk would also curdle due to the acidity.

- xiao white rabbit

The Sauerkraut Fish Drip Coffee

But! The sauerkraut fish drip coffee really is sauerkraut fish! At least in its packaging. The brand anticipated that fans would be "disappointed" that the sauerkraut latte didn't taste like sauerkraut, so they made the drip coffee look like plates of sauerkraut fish! And of course, the coffee isn't traditional coffee either, but coffee with tangerine peel flavor.

- sunny and tired

The Marketing Genius Behind This Collaboration

Previously, there was Guo Degang's cross-talk sketch "drinking coffee with garlic, autumn waters share the same color as the sky," and now we have sauerkraut fish brand "pouring latte over sauerkraut, Tai Er's wild ideas are absolutely brilliant." Thinking about it carefully, this crossover marketing is actually quite interesting.

Crossover coffee collaborations are nothing new. In recent years, many seemingly unrelated industries/brands have collaborated with coffee, hoping to attract new consumers through coffee, but the results seem generally mediocre. The main reason is that these collaborations are too forced, without proper preheating, and lack topics that spark consumer discussion.

This sauerkraut fish and coffee combination, if suddenly launched without any preheating, might have received more negative comments,毕竟 it's a combination that feels "unreliable" at first glance. However, leveraging its outrageous nature and using April Fool's Day to leak some information was actually a very clever strategy!

Not only could they more directly understand consumers' views on these innovative coffees, but they could also firmly grasp everyone's mentality of "because I couldn't try it immediately, I kept thinking about these products." Then, just as the discussion heat cools down but people are still imitating each other, they suddenly launch the real thing, stimulating consumers to go and try it.

In terms of the collaborative products, you can see that both brands put in serious effort! After all, making these heavily flavored ingredients work with coffee is no easy feat.

Crossover collaboration is about bringing traffic to each other. You have the audience I need, and I have the audience you need. We expand and blend with each other, ultimately achieving conversion. At the same time, both parties convey the same story, creating resonance among consumers and expanding brand awareness in a short time.

This collaboration, to some extent, can be said to be quite successful.

Image source: Internet

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