Luckin Coffee Teams Up with Line Friends! Luckin's Reverse Valentine's Day Marketing Really Knows How to Capture Young People!

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Let's be honest! Luckin really knows how to create buzz!

Nowadays, sweet and romantic Valentine's Day marketing is no longer popular! Since last year's Qixi Festival when Luckin collaborated with the "Lonely Frog," Luckin has always taken special care of single people during these sweet holidays!

Last year, self-deprecating internet trends like "Guguā" and "Peony" were all the rage. During last year's Qixi Festival, Luckin went against the grain by collaborating with the Sad Frog meme, making netizens exclaim "So heartbreakingly relatable, but I love it!"

This year's Valentine's Day was no exception! Not only did Luckin collaborate with the currently popular "Line Puppy," but they also incorporated trending jokes from recent talk show programs, launching the "Thorny Rose Latte" and "Acacia Red Bean Latte," turning Valentine's Day into something that feels like a "Singles' Day"!

Once the collaboration was announced, netizens were immediately drawn to the limited edition bags and stickers! Who doesn't love cute things!

The Line Puppy has become an essential member of many girls' WeChat sticker collections. The white Maltese dog is like us in daily life - sometimes spacing out, feeling sad, hurt, or angry... But in front of a good friend/lover like the little golden retriever, it becomes a state of enjoying closeness and going wild together.

A Clever Twist on Marketing

Although this theme is called "A Dog's Love Story," Luckin skillfully utilized reverse marketing. On one hand, the product names are genuinely sweet, yet slightly off-kilter... On the other hand, their promotional campaign used the line "This Valentine's Day, Luckin has a 'dog'!"

The "Thorny Rose" comes from He Guangzhi's self-deprecating joke in last year's "Talk Show Conference 4": "It seems the more beautiful something is, the crueler it is to this world. Every time I think about this, I suddenly realize that I'm truly a thorny rose." However, this product specifically notes "This product contains no thorns," hoping that everyone will be as gentle and lovable as a thornless rose.

The "Acacia Red Bean" comes from Wang Weisi's "Acacia," symbolizing "I miss you!" But! The biggest difference between true acacia beans and red beans is that acacia beans are poisonous... Eating them could be described as being poisoned by love 😂. Of course, this product uses red bean syrup.

Targeting Young Consumers

According to surveys, Luckin's consumers are mainly concentrated in the 20-35 age group, with single young people accounting for over 60%. Everyone maintains an optimistic attitude toward their single status but also hopes to receive attention and express themselves.

From the lonely frog to the thorny rose, we can see that today's young people have a very high acceptance of their single status and also greatly enjoy their time alone. Consequently, a trend of self-deprecating humor about being single has gradually emerged online.

For brands wanting to attract more young consumers, following young people's preferences is the best approach. Appropriately incorporating trending jokes and resonating with young people will naturally yield good results.

Luckin's reverse marketing has perfectly captured the hearts of their main customer group. The originally sweet and romantic style was transformed into a satirical style, bringing consumers a certain sense of incongruity without going too far.

This not only further strengthens consumers' expectations for each theme and product but also enhances their attention to the brand. Meanwhile, the product names give young people an opportunity to express themselves.

The popularity of talk shows stems from the fact that many of the views expressed represent the current situation of young people, though few actively express these thoughts. Performers help this group of young people "vent" about life through witty and humorous means. The same applies to these products - people buy them not really for the taste, but more for the opportunity they provide young people to express themselves.

Image source: Internet

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