Introduction:When a brand quietly updates its profile picture on social media, it often signals the start of a marketing campaign. Recently, Mixue Ice Cream & Tea upgraded its iconic Snow King character from its originally chubby white design to a dazzling golden version, successfully sparking widespread online discussion. This is not just a minor tweak to the brand’s visual identity, but a strategic move intricately tied to the “Buy Mixue, Get a Golden Necklace” promotion. This article delves into the marketing logic behind this profile picture switch and how it effectively boosts brand visibility and engagement.
In today’s social media-driven marketing landscape, even a simple profile picture update can mark the beginning of a new promotional push. Take the tea beverage brand Mixue Ice Cream & Tea, for example. The brand recently transformed its highly recognizable Snow King mascot from its previously approachable, chubby white appearance into a gleaming, eye-catching golden version, instantly creating a buzz online.
This “costume change” is no accident—it aligns precisely with the brand’s ongoing “Buy Mixue, Get a Golden Snow King Necklace” campaign. It is reported that this limited-edition giveaway necklace weighs25 grams of pure gold, and at the current market average gold price of about402 RMB per gram, its total value amounts to approximately10,050 RMB—a gesture that is both generous and highly effective in capturing consumer attention.
It’s worth noting that this is not the first time Mixue has leveraged character design for marketing. This summer, in response to the hot weather and to promote new products, the brand introduced the “Darkened Snow King”—a seemingly sun-tanned version of the mascot. The official explanation was that he got tanned from picking mulberries. This move not only generated significant discussion but also helped promote the seasonal mulberry fruit tea, successfully landing the campaign on the trending search lists.
Moreover, as temperatures cooled down, the Snow King quickly “switched seasons,” donning a thick cotton-padded coat and holding a thermos, exuding a strong sense of seasonal atmosphere. Particularly in northeastern China, some netizens noticed that local Snow Kings were even wearing floral cotton-padded jackets while holding milk tea, showcasing distinct regional characteristics and further strengthening the connection with consumers.
Mixue Ice Cream & Tea’s series of moves demonstrate its strong grasp of “event marketing.” By continuously refreshing its brand image—especially that of its signature Snow King—the brand not only maintains high visibility but also sparks online discussions and shares with each “costume change,” thereby expanding its influence. This golden Snow King not only ties into the campaign theme but also subtly reinforces the brand’s premium and international image, paving the way for future overseas expansion.
In fact, Mixue Ice Cream & Tea is not alone in using profile picture makeovers as a marketing tactic. Many well-known chain brands, such as HEYTEA, McDonald’s, and KFC, also routinely give their brand avatars “limited-time makeovers” during specific campaigns to create freshness and generate buzz, attracting the attention and participation of younger consumer groups.
Among them, HEYTEA takes profile picture transformations to the next level when collaborating with different brands. For instance, when partnering with the trendy toy FARMER BOB, the brand image was styled as a mature uncle; when collaborating with renowned trendsetter Hiroshi Fujiwara, the avatar morphed into a rock-and-roll spiky-haired look. These not only successfully combined the characteristics of both brands but also created market talking points, further boosting campaign participation.
However, whether donning a golden outfit, going dark for a dramatic look, or slipping into a winter padded jacket, when brands employ such marketing techniques, visual creativity is important—but equally crucial is maintaining product quality and delivering a positive consumer experience. Only by excelling both inside and out can a brand retain long-term customer support and loyalty once the wave of hype subsides.
The above content is compiled by CoffeeHunters, a coffee news website.
