Introduction:Manner Coffee’s latest stainless steel straw cup campaign has sparked heated discussion. Customers must purchase a specified 75 RMB combo (which includes three extra-large hot drinks) to randomly receive one of the cups. While the high-end design has received praise, the activity’s high threshold and beverage restrictions have left many netizens saying they just can’t drink that much. This article details the campaign rules, the new cup designs, and public reactions, while also exploring how Manner’s long-standing “bring your own cup and get 5 RMB off” strategy impacts this new marketing effort.
Manner Coffee has long been known as a “cup heavyweight,” but its previously released tumblers were frequently criticized for their appearance and quality. Recently, the brand finally unveiled its new tumbler designs, which have generated high expectations due to their aesthetic appeal. However, the campaign details announced this morning have stirred controversy: starting from November 8th, customers must purchase a specified 75 RMB combo in-store to randomly receive one stainless steel straw cup, with all three drinks in the combo required to be extra-large hot beverages.
This campaign rule has triggered significant backlash from many netizens. Many believe that three hot drinks is too much for one person to consume, while others criticize the limited selection of only hot drinks as overly rich. Compared to the previous long-term “bring your own cup and get 5 RMB off” promotion, this new cup campaign not only raises the entry barrier but also offers fewer choices—whether it can win over consumers has become a focal point of discussion.
In fact, even before the official announcement, Manner’s Xiaohongshu (Little Red Book) account had been gradually releasing teaser photos of the new cups. Based on the leaked images, the new cup collection includes a thermos with a silver-white surface and blue handle, as well as a straw tumbler that hasn’t been fully revealed yet. Although the full design of the straw tumbler hasn’t been shown, its simple and stylish look has already generated high anticipation online.
An insider revealed that the new cups have already been delivered in bulk to stores, with the straw tumblers actually available in three colors: pure black, pure white, and emerald green, each offering a distinct style. Some Tesla car owners even joked online that they’ve had similar-looking tumblers for a while through points redemption, calling themselves “far-ahead” users. These discussions have also helped generate pre-release buzz, making the new cups a hot topic on social media even before their official launch.
Notably, Manner’s official WeChat account had already released a silhouette image of the new straw cup as early as October 30th, though it didn’t attract much attention at the time. It wasn’t until this morning that the official rules were formally announced: starting from November 8th, customers who purchase a specified 75 RMB combo (including three extra-large hot drinks) will receive one randomly colored stainless steel straw cup; if customers wish to buy the cup separately, the price is also 75 RMB.
However, this “buy three, get one free” campaign clause quickly drew criticism from consumers. Many netizens feel that three extra-large hot drinks are simply too much for one person to handle, with some even commenting, “No one can handle three cups—it’s better not to give them out at all.” Other customers questioned the restriction to only hot drinks, pointing out that most beverages at the stores can actually be ordered cold. “Three hot extra-large drinks—just imagining it feels too heavy, I really can’t drink that much.”
Comments on social platforms show that netizens who were initially looking forward to the free cup campaign have turned critical after the official rules were released. Some suggest that brands should gather consumer feedback before launching future campaigns to avoid “good intentions turning into controversies.” Others note that while Manner has frequently used free cup giveaways to drive sales in recent years—and its “bring your own cup and get 5 RMB off” strategy has successfully cultivated a loyal customer base—this high-threshold campaign may actually discourage purchases.
Looking back at Manner’s marketing strategies in recent years, since June 2023, the brand has launched small-scale promotional activities almost every week, most of which include various cups as giveaways. This “use cups to attract customers” model encourages consumers to bring their own cups in order to get free or discounted cups, creating a positive cycle. However, whether this new cup campaign can sustain past successes given its many restrictions remains to be seen.
Overall, although Manner’s new cup campaign has received some praise for its design, the campaign rules and beverage limitations have become the main points of contention. For consumers, obtaining these high-end stainless steel straw cups not only involves a relatively high spending threshold, but also the challenge of drinking three extra-large hot drinks. Whether Manner will adjust its strategy in the future or introduce more consumer-friendly cup giveaway options is something to watch closely.
The above content is compiled by CoffeeHunters, a coffee news website.
