2023 Coffee Shop New Year Marketing: Coffee Brands Leverage the "Rabbit" Trend

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The Rise of Rabbit-themed Marketing in Coffee Culture

Time flies! In the blink of an eye, the Spring Festival is approaching, and the Year of the Tiger is drawing to a close. The Year of the Rabbit is just around the corner! The festive atmosphere in the coffee beverage world has begun to emerge unmistakably! In this era of universal IPs, brands are firmly seizing the zodiac IP "Rabbit" to launch a series of marketing activities, making the New Year flavor seem increasingly rich...

Recently, on social platforms, I've noticed that the rabbit-themed marketing offensives from various coffee brands have become increasingly intense. Through various marketing strategies, they're leveraging puns related to "rabbit" (兔), creating words with "rabbit" (兔), and using zodiac IP with auspicious phrases like: "Promising Future" (前"兔"似锦), "Great Achievement" (大展宏"兔"), "Wishes Come True" (好事成"兔"), "Full of Confidence" (扬眉"兔"气), "Wealth and Prosperity" ("钱""兔"似锦), etc. These phrases, combined with brand placement, are embedding themselves in consumers' hearts. The new zodiac IP includes new products, new packaging, and new blessings... Let's take a look at what novel "creations" are available~

Recently, Luckin Coffee officially announced on its official social platforms that it has collaborated with Han Meilin, the designer of the 2008 Beijing Olympic Fuwa and a renowned contemporary artist, to launch a "Double Rabbit" new product series: "Promising Future Thick Milk Latte" and "Great Red Rabbit Cheese Latte."

This collaboration has designed trendy ink-wash style themed cup sleeves, paper bags, and these pun-named new products that have attracted many netizens to visit and try them. Some netizens have even started creating DIY works from the cup sleeves and paper bags.

Following that, Starbucks also introduced three limited-edition coffee drinks "topped" with New Year blessings, along with many adorable rabbit-themed limited-edition products!! The Roasted Almond Milk Latte, Chestnut Velvet Macchiato, and White Peach Matcha Latte correspond respectively to the blessings: "Crispy and Comfortable~ Top-notch State," "Smooth Chestnuts~ Top-notch Fortune," and "Peachy Vibe~ Top-notch Red Luck."

The new Starbucks Year of the Rabbit limited-edition products were also released simultaneously yesterday. The zodiac rabbit mug set, traditional cute rabbit-shaped piggy banks, and the "Persimmon Luck" cute rabbit cup and pot set all feature憨厚可爱 (simple and adorable) rabbit designs that seem to create a rich Chinese New Year atmosphere through their forms.

Earlier still, on January 4th, Nestlé announced that Nespresso, to welcome the Year of the Rabbit, has collaborated with renowned Chinese fashion designer Angel Chen to launch limited edition New Year-themed coffee gift boxes, coffee machine sets, and festive gifts. The collaboration merges the playful and creative style with the elegant and clever rabbit image, creating a unique and playful experience exclusive to the Year of the Rabbit.

According to reports, adhering to the concept of green environmental protection, this design utilizes materials from Angel Chen's previous unused works, including wool, hand-woven materials, and lace, as well as materials from Nespresso's recycled jute coffee bags, which were pieced together to create rabbits, giving these leftover materials a second life.

In addition to the coffee giants mentioned above, other coffee brands are also launching their own New Year limited editions, mostly following the trend of the "rabbit" IP direction...

This IP plays a positive role in both generating "topic buzz" and inspiring consumers to create derivative works based on the zodiac IP. For many consumers, the twelve Chinese zodiac animals are not just twelve animals in the narrow sense, but also represent and symbolize traditional Chinese culture, embodying people's emotions and hopes for the new year. When brands use the familiar zodiac IP to communicate with the public, consumers can hardly help but be attracted by these adorable and playful animals.

In such a fiercely competitive track, it's essential not only to keep up with these latest marketing trends but also to meet consumer demands through corresponding products. Riding on the "rabbit" IP trend, only by focusing on excellence and quality, and consistently outputting superior products, can one potentially achieve success and stand out from the crowd...

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