What Went Wrong With the Street Coffee Collaboration Rollout?

A milk tea collaboration tied to the drama Love's Rebellion ran into trouble when merchandise was delayed, sold out and resold above retail. The brand announced the event on November 13 for a November 15 launch, then postponed fragrance card packages to the 17th. An apology on the 15th promised compensation, but limited-edition paper bags would not arrive until the 30th at the earliest.

Fans complained that the wait was too long and their enthusiasm was wearing down. The limited acrylic package launched on schedule but store stock was thin and sold out quickly. Late scheduling changes and inconsistent store supplies turned a high-profile promotion into a lesson in managing demand, and the drama's popularity only raised expectations that the brand could not meet on time.

Recently, the TV drama "Love's Rebellion" has surged in popularity, and the milk tea brand Jasmine Mojito seized the opportunity to launch a collaboration event, but issues such as delayed merchandise, out-of-stock items, and reselling have sparked collective complaints from fans of the show. Although the official side issued an emergency apology on the 15th and promised compensation, the limited-edition paper bags will not be available until the 30th at the earliest, leading fans to exclaim that "the timeline is too long, and enthusiasm is being worn down." Why did this highly anticipated collaboration fail? The brand's last-minute rescheduling and frequent issues at stores—whose hearts did it break? Follow Coffee Studio as we review the entire incident and, by the way, check out Front Street Coffee's heartwarming recommendations for coffee lovers.

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As the TV drama "Love's Rebellion" sparked a viewing frenzy, many brands sensed the massive traffic potential of this IP and rushed to launch collaboration products, with the milk tea brand Jasmine Mojito among them.

It is understood that Jasmine Mojito announced on November 13 that it would officially launch the "Love's Rebellion" collaboration event on the 15th, and the next day revealed the specifics of the collaboration packages and limited-edition merchandise. In addition to the collaboration drinks, the event also includes cup sleeves, fragrance cards, acrylic standees, and other merchandise, which consumers can obtain by purchasing the corresponding packages.

Leveraging the show's high popularity, Jasmine Mojito's collaboration news quickly attracted the attention of many fans. Upon learning about it, many were eager to try, waiting for the event to start on the morning of the 15th so they could rush to stores to make purchases.

From feedback on social platforms, on the 15th, many fans discovered that the fragrance card package mentioned in the official promotion had been postponed to the 17th, and the full series of merchandise packages were also delayed. The limited acrylic package was launched as scheduled, but stores had limited stock, and it sold out in an instant.

Those customers who went through great efforts to snag the limited-edition packages did not end up happy about receiving the merchandise. They posted photos complaining that the items they received were "short-weighted": some were missing the limited-edition cup sleeves, some lacked the collaboration paper bags, and others opened their delivery bags only to find that the merchandise they purchased was not inside at all.

It is worth noting that while fans were complaining about not being able to buy all the merchandise from this event, posts offering merchandise at high resale prices appeared on social platforms. Some customers even reported that while buying drinks at stores, people approached them asking if they would be willing to pay extra for the merchandise.

However, customers who had been waiting at stores early witnessed the real situation on the day of the event. They said that to prevent employees from reselling privately, the brand only delivered event-related materials to stores on the day itself. Therefore, the high-priced reselling of merchandise may just be the personal behavior of certain individuals and not necessarily related to store staff.

In addition, some netizens looked through Jasmine Mojito's recent promotional Weibo posts about the collaboration event and found that the brand had changed "nationwide launch on the 15th" in a post on the afternoon of the 14th to "separate launches on the 15th and 17th," temporarily postponing the release of some packages. However, this adjustment was clearly not publicized enough, and many consumers were unaware, which led to a large number of users discovering that the limited-edition packages were not launched on time.

The problematic collaboration event stirred up dissatisfaction among many fans of the show, and negative reviews and complaints against the brand on social platforms quickly increased. As a result, on the 15th, Jasmine Mojito posted an apology statement on various social platforms.

In the statement, the official side explained that due to an unexpected issue in the printing process, certain packages had to have their launch times temporarily adjusted. At the same time, in order to provide users with a better event experience, they would replenish inventory for various other merchandise and add commemorative limited-edition paper bags to meet the needs of the show's fans.

Although the official side responded promptly and apologized for this problematic event, it still could not completely quell fans' anger. Some netizens pointed out that although Jasmine Mojito's apology statement mentioned compensation measures, the launch times for the limited-edition merchandise were not unified, and one limited-edition paper bag would not be available until the 30th at the earliest, saying that "the timeline is dragged out too long and wears down everyone's enthusiasm."

In the eyes of many fans of the show, Jasmine Mojito had promoted and built hype for this collaboration early on, so it should have been prepared for unexpected situations. But the brand's last-minute rescheduling the day before the event and the frequent issues at stores on the day of the event not only deprived fans of any sense of experience, but also left them greatly disappointed with the collaboration event organized by the brand.

Image source: Internet

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