Why did Luckin Coffee pair with the Coconut Palm brand?

Coconut Palm brand coconut juice broke a 34-year practice of not collaborating with outside companies to work with Luckin Coffee. The co-branded cup sleeves keep the label's familiar color-block layout. Some stores began using the sleeves before the product's April 11 launch, and the pairing follows the raw coconut latte craze that Luckin Coffee helped start.

For Coconut Palm, the move is a bid for fresh attention after decades of an unchanged formula and packaging, and an earlier packaging update and spokesperson once drew public criticism. For Luckin, the tie-up links a chain coffee brand to a national coconut drink. The article traces the brand's history and asks whether the collaboration can repeat the sales scale of the raw coconut series.

Coconut Palm brand coconut juice, a national beverage, breaks its 34-year convention of "no collaboration with outside parties" for the first time, launching a dream crossover with Luckin Coffee. One is a time-honored coconut juice brand with a formula and packaging unchanged for decades, and the other is a chain coffee brand that sparked the raw coconut latte craze. This collaboration is both driven by market trends and an attempt by an old brand to seek a new round of attention. The co-branded cup sleeves continue Coconut Palm's iconic color-block layout style. Although the new product will not officially launch until April 11, some stores have already used the co-branded cup sleeves for preheating. Can this collaboration replicate the sales myth of the raw coconut series? Why did Coconut Palm brand coconut juice choose to "break the circle" at this time? This article will take you through the development history of Coconut Palm brand and analyze the background and highlights of this collaboration.

Brand's first collaboration in 34 years ❤️ "The accompanying image looks like this:

(This mosaic is applied, yet it seems not applied at all!) With this red, red, yellow, yellow, blue, blue, black, black color scheme, I believe domestic friends are no strangers to such packaging design! Yes, that's right, just as everyone thinks! This time, Luckin is going to have a dream collaboration with our national beverage Coconut Palm brand coconut juice! Hainan Coconut Palm Group also stated on its official Weibo today, "Although it seems the whole internet already knows, the designer said making the image was not easy, so we still have to post it."

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Coconut Palm brand coconut juice has "gone its own way" for 34 years, quietly accompanying the growth of two generations and always being deeply loved by the people. With not much advertising and not much promotion, relying entirely on packaging where no design is the greatest design, plus a formula unchanged for 34 years, it has carved out a realm for itself in the coconut juice world. Although many coconut juice brands appeared later, none shook the position of Coconut Palm brand coconut juice.

But after existing quietly for 31 years, Coconut Palm brand coconut juice suddenly updated its packaging and exceptionally found a "spokesperson." The brand was once pushed into a storm of public opinion. As a result, in recent years, Coconut Palm brand coconut juice became "popular" again for a round, but the reason was not the taste; it was the spokesperson's pose in photos that made people feel back pain just looking at it, truly impossible to imitate...

In addition, the spokesperson Coconut Palm hired was not used for posters or video ads, but was directly and very hardcore printed on its own coconut juice product packaging, then directly penetrated into major supermarkets and small shops, leaving netizens unable to understand such an operation for a time... As for the packaging, if you say it changed, it seems it did not, but it indeed changed, because every passing year, the "XX years of persistence" on the packaging is also modified...

As the saying goes, self-mockery is also traffic! After gaining a round of attention and traffic, Coconut Palm brand became active in people's sight for another round. Riding on the remaining heat, the brand launched a coconut water series that has been favored by young people in recent years. With the endorsement of a national old brand, Coconut Palm brand coconut juice once again successfully "brainwashed" a new generation of young people. But after spending decades educating the market, the ones reaping the dividends are Luckin Coffee and the brands that launched thick coconut milk. When Luckin first launched raw coconut latte, monthly sales reached as high as ten million cups. Subsequently, other brands also rushed to launch raw coconut series drinks, which immediately pushed coconut juice drinks to a peak. However, what exploded was rich coconut milk with abundant coconut oil and a mellow taste, not refreshing coconut juice drinks. This was probably also something Coconut Palm brand did not anticipate.

And this dream collaboration with Luckin Coffee is probably also "forced by" market trends. Luckin also needs a national old brand to "revive" and create the next sales boom. Although it is also a coconut juice series product, the taste and experience will be completely different. Although this product will not officially launch until April 11, and for now no netizen has been able to taste the flavor of this new product in advance, quite a few Luckin stores have already started quietly (guang ming zheng da) using the new co-branded drink cup sleeves for pre-launch preheating.

"Familiar layout, so tacky, I love it!" As one netizen said, this co-branded cup sleeve is still so brainwashing that netizens want to ask the cup sleeve designer, "Did you get paid for this design?" Of course, this cup sleeve design came from Pan Hu Packaging Laboratory, a team with certain influence in the domestic packaging design industry. From another perspective, a product's design does not need to be gorgeous. Even without design, it can still leave consumers a very deep impression. Just like the design of Coconut Palm brand coconut juice, it looks completely harmonious, but it uses very eye-catching color blocks pieced together, leaving consumers with a very deep graphical memory or psychological perception. The product leaves a very strong recognition, and consumers can associate it with the related product through key design/colors/shapes. Just as in the teaser image released by Luckin, although Coconut Palm brand coconut juice is covered with mosaic, people still immediately associate it with the same product. Finally, this "Luckin x Coconut Palm" dream collaboration, are you looking forward to it?! Image source: Internet, Weibo, Xiaohongshu For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style) For more specialty coffee beans, please add the private WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: kaixinguoguo0925

The above content is compiled by CoffeeHunters, a coffee news website.