Introduction:Luckin Coffee has launched an exclusive red cup for its popular alcoholic product,酱香拿铁 (Sauce Aroma Latte), and even invited the well-known legal scholar Luo Xiang to be its spokesperson, sparking heated discussions. This article delves into Luo Xiang’s background, the full story behind the endorsement, the polarized reactions from netizens, as well as Luckin’s marketing strategy and potential challenges. It also helps readers understand the driving precautions after consuming alcoholic coffee.
On November 6, Luckin Coffee unveiled a specially designed exclusive red cup for its hit product, the 酱香拿铁, and announced that the highly recognizable legal scholar Luo Xiang would serve as its spokesperson. The news quickly generated widespread discussion on social media, with the combination of "Luckin and Luo Xiang" becoming a trending topic.
In fact, as early as September 4, Luckin had collaborated with the renowned Chinese liquor brand Kweichow Moutai to jointly launch this uniquely flavored “Sauce Aroma Latte.” According to information provided by Luckin, the latte does indeed contain alcohol, but its alcohol content is less than 0.5% vol. Even so, many consumers still have concerns: “Can I drive after drinking this coffee?” “Will I test positive for drunk driving because of it?”
To address these legal concerns related to drunk driving, Luckin specifically invited Luo Xiang to step in. With his humorous style and use of classic case studies featuring characters like “Zhang San” and “Li Si,” he explained the driving safety issues after consuming the Sauce Aroma Latte, successfully drawing significant attention to the brand.
When it comes to Luo Xiang, fans of Bilibili are likely no strangers. According to public information, Luo Xiang is a professor at the Criminal Justice School of China University of Political Science and Law, as well as a doctoral supervisor. He was recently appointed as an adjunct professor at Central South University.
In 2020, Luo Xiang officially joined Bilibili. With his lighthearted, humorous, and easy-to-understand “joke-style” legal education approach, he quickly rose to fame, attracting one million followers within just two days. His Bilibili account now has nearly 30 million subscribers. He often uses entertaining terms like “Zhang San,” “Li Si,” and “Outlaw Beyond the Law” as protagonists in his cases, earning him the title of the “joker” in the legal field among netizens.
Luckin has previously enlisted well-known celebrities such as Tang Wei, Xiao Zhan, and athlete Eileen Gu as brand ambassadors. But this time, Luckin took a different route by choosing an influential “internet scholar.” This decision is closely tied to the nature of the Sauce Aroma Latte product itself, as its alcoholic content can easily raise legal concerns such as drunk driving. Luo Xiang, as a “viral legal scholar,” is well-suited to provide professional yet engaging explanations to address these concerns. This also serves to educate the public, reminding consumers to prioritize traffic safety and avoid drunk driving while enjoying their coffee.
However, this endorsement decision has sparked polarized reactions online. Some netizens expressed amazement at Luckin’s choice, commenting: “Didn’t see this endorsement coming, amazing,” “They actually got Teacher Luo Xiang? Luckin really has something,” and “Luckin, you’ve got great taste.”
Yet, many others opposed the move, believing that Luo Xiang doesn’t quite match the brand image. Some comments read: “I’ll wait until he’s off the ads. Hurts my eyes—I still prefer Luckin’s previous spokespeople.”
Through this move, Luckin hopes to leverage Luo Xiang’s massive influence on Bilibili to further boost brand visibility and reach a more diverse consumer base. However, the endorsement has inevitably stirred controversy. How Luckin will respond to these voices remains closely watched by the market.
The above content is compiled by CoffeeHunters, a coffee news website.
