Is Manner Coffee Set to Dominate All Industries?!

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Manner Coffee and Tesla Collaboration

On September 26th, the coffee shop brand MANNER COFFEE announced a collaboration with Tesla Motors! From September 26th to October 7th, they launched the "One Moment Cup" campaign, featuring the special themed drink "Autumn Rose Latte · One Moment Cup" as a limited edition. During the campaign period, there were five surprises: special drink purchase promotions, free charging for car owners on Car Owner Day, mobile coffee trucks at supercharging stations, limited-time benefits at themed stores, and the "One Moment" experience.

This doesn't seem to be the first collaboration with an automotive brand. In August of last year, they collaborated with the domestic new energy vehicle brand NIO. As a specialty coffee chain brand and a new electric vehicle enterprise, the combination of Manner and NIO was hailed by many as a "dream collaboration."

Starting from the perspective of low-carbon environmental protection, Manner abandoned the color green, which is typically associated with environmental protection, and chose romantic sunset orange instead. Together with NIO, they launched the collaborative drink "Orange Sunset Bubble Drink" to jointly preserve the fleeting sunset.

At the same time, that collaboration also extended to new merchandise, such as keychains and "ton ton cups" (large capacity tumblers), featuring orange as the main color, continuing the romance of orange.

Manner Coffee's Cross-Industry Collaborations

According to reports, Manner Coffee has had multiple cross-industry collaborations. Are they trying to span across all industries? Now even the automotive industry is working with them! So, today let's take a look at who Manner, known as the coffee brand with the most collaborations, has collaborated with.

Earlier this month, they joined forces with the top luxury brand LV, designing two custom coffee cups for the LV show. The two coffee cups feature different designs—one uses playful elements and bright yellow, while the other combines LV's iconic floral patterns with the logo. This new product was available for limited sale at MANNER's Aranya store from September 10th to September 18th.

This summer, Manner Coffee collaborated with the beauty and skincare brand HR Helena to launch a summer limited edition "A Cup of Green Memory" collaborative matcha latte. Helena is a top luxury beauty brand with a century-old history, founded in 1902.

This limited edition was designed with the Green Treasure Bottle as inspiration, with green limited packaging wrapping the rich coffee, awakening a youthful state of mind. It is reported that this was also Helena's first collaboration with a beverage brand to launch a collaborative drink, and the popularity of this collaboration once caused server crashes.

On September 7, 2021, they launched a collaborative drink "Sugarcane Latte" with the sustainable innovation brand "Allbirds," which was available at all Manner stores nationwide from September 8th to September 19th last year.

It is said that the inspiration for this collaboration came from "Allbirds" extracting natural materials from sugarcane to replace traditional shoe sole rubber, while Manner also added sugarcane to coffee, giving the coffee a unique sweetness. This collaboration aimed to call on consumers to pay attention to global environmental changes and advocate for a green lifestyle.

Manner's Environmental Philosophy

Environmental protection has always been one of Manner's major labels. The environmental campaign "Get 5 yuan off for bringing your own cup for coffee" has been maintained since its establishment. Manner's consumer base genuinely recognizes this initiative and takes pride in their beloved brand having such an original intention.

The Success Behind Manner's Collaborations

Manner's collaboration history truly embodies the idea of "I collaborate when I want to, and I can collaborate with whoever I want." Tesla, luxury brand LV, Helena from beauty and skincare, sports brand Allbirds, NIO from automotive, as well as lingerie brands, fragrance brands, and more~~ The brands and industries that Manner collaborates with are always changing, but it seems that each cross-industry collaboration often achieves good market results.

Market analysis suggests that the success of Manner Coffee's series of collaborations is inseparable from "similar brand tonality + brand attitude communication + creative products." These seemingly simple three points are precisely what tea beverage brands pursuing rapid development easily overlook and lack. It's not difficult to find that Manner chooses only "premium" brands for each collaboration, which gives consumers a sense of temporary psychological compensation. Psychological compensation is one of the means by which contemporary young people maintain a balance between their inner selves and reality, creating a feeling of having transcended consumption classes and achieving consumption upgrading at the consumption level. Through such collaborations, the relatively affordable Manner Coffee and various relatively expensive luxury brands can attract and convert each other's customer groups, creating connections between different consumption classes through certain interactions, forming "complementarity" and "win-win" situations between different brands.

Image source: Internet

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