Introduction:The beginning of autumn has become a key moment for milk tea brands to compete for traffic. This year, Heytea centered its creativity around the concept of "big," launching a 1.5-meter-tall honor certificate and a half-person-tall cup, successfully sparking heated discussion. On the day of the event, some store sales surged by over 600%, and the new product "Extra Juicy Yellow Peach Mango" achieved impressive sales of 400,000 cups. This article details the highlights and practical elements of this marketing campaign.

The beginning of autumn was originally one of the twenty-four solar terms, but it has now evolved into a popular moment for milk tea consumption. Numerous beverage brands have launched creative campaigns to seize the market opportunity of the "first cup of milk tea in autumn." This year, Heytea chose "large size" as the main theme of its marketing, from giant cups to oversized certificates, successfully creating a buzz.

The rules of the campaign were quite simple: the customer who placed the 8,001st order at the store would receive a special gift. This gift was a 1.5-meter-tall "Hey Tea Honor Certificate," and the winner also received a half-person-tall giant Heytea cup. According to participants, these creative designs were not only great for photo sharing but could even be used for storage at home.

The most eye-catching part of this marketing campaign was undoubtedly the 1.5-meter-tall honor certificate. The winner was awarded the humorous title of "Expert in Sneaking Breaks with Split-Second Precision · Number One in Drinking Heytea," full of energy and wit. For outgoing consumers, this sense of ceremony was highly appealing—some even braved the heat and drove seven kilometers just to claim it, taking photos with the staff.

However, for more introverted consumers, such sudden attention might bring pressure. Some customers mentioned that being awarded a certificate without any psychological preparation made them feel a bit uncomfortable. The event also included a brief awarding process, such as signing the certificate and listening to the staff read out the award speech. Although the overall atmosphere was relaxed, it might feel slightly awkward for those who dislike being the center of attention.

It’s worth mentioning that Heytea considered portability when designing this large certificate, specially making it foldable in half for easy carrying home. Such attention to detail reflects the brand’s care for user experience.

According to statistics, on the first day of autumn, sales at multiple Heytea stores increased by over 600% compared to the previous day, demonstrating the strong appeal of this campaign. Among them, the new product "Extra Juicy Yellow Peach Mango" surpassed 400,000 cups on its first day of launch, breaking the brand’s own sales record and becoming the hottest item of the day.

This marketing campaign not only successfully captured consumers’ attention but also brought substantial sales growth for the brand. Through creative design and thoughtful details, Heytea created a marketing case that was both talked about and practical during the traditional solar term of the beginning of autumn.

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