Introduction:On the fourth anniversary of its signature drink, the Iced Coconut Latte, Luckin Coffee collaborated with stand-up comedian Fu Hang to launch the "Frozen Iced Coconut Latte" along with co-branded stickers. However, the merchandise in this campaign struggled due to low recognition and a niche design style, leading to a significant number of returns by customers—so much so that some staff members even started cracking jokes to ease the awkwardness. This article delves into the reasons behind the collaboration’s misfire and shares real-life stories of how employees creatively dealt with the unsold stickers, offering insights into the delicate balance between coffee brand marketing and consumer feedback.
As the Iced Coconut Latte celebrated its fourth year, Luckin Coffee teamed up with well-known stand-up comedian Fu Hang for a limited-time event and product launch: the "Frozen Iced Coconut Latte." According to the campaign rules, customers would receive one co-branded sticker with each purchase. Yet, what was meant to be a carefully planned collaboration took an unexpected turn when one particular item—the sticker featuring Fu Hang’s likeness—failed to resonate, prompting many customers to ask for returns on the spot.
The newly launched "Frozen Iced Coconut Latte" is essentially the classic Iced Coconut Latte enhanced with a small serving of coconut jelly, providing a silky texture that can be enjoyed through the straw. However, aside from adding a bit of chewiness, the overall flavor remains largely similar to the original, and because the coconut jelly tends to melt at room temperature, it's only available as a cold beverage. With recent sharp drops in temperatures across regions like southern China, some customers opted out of purchasing it simply because they felt too cold, further impacting overall sales.
In previous co-branding campaigns, Luckin had successfully attracted large crowds of fans eager to snap up merchandise—such as cup sleeves, paper bags, pins, and stickers—often selling out within minutes of launch, thanks to partnerships with popular IPs, celebrity idols, or classic games. This time, however, the collaboration with Fu Hang took a very different turn. Many customers stated they were unfamiliar with him, while others found the sticker designs too absurd or even asked the staff outright, “Who is he?”
Fu Hang, the face of this collaboration, gained attention after winning the championship on the variety show “Comedy King: Stand-Up Season,” known for his exaggerated and passionate performance style. Luckin cleverly incorporated elements of Fu Hang’s comedic persona into the sticker designs, rolling out a series of humorous, meme-style graphics. But for the majority of consumers who aren’t regular stand-up comedy fans, the champion comedian’s fame remains limited, resulting in merchandise that failed to strike a strong emotional chord.
Some customers, upon receiving the stickers, immediately asked the staff, “Who is he?” Left momentarily speechless, one employee quipped in self-deprecating humor: “Maybe he’s the founder of the Iced Coconut Latte.” This witty response not only diffused the awkwardness but also sparked discussions on social media. Nevertheless, since the image on the stickers was unfamiliar to many, most ultimately chose to return them, unwilling to use or discard stickers bearing someone else’s likeness casually.
As more and more customers declined the stickers, store employees faced a growing inventory issue and began showcasing highly creative “inventory-clearing” tactics. Some simply tucked the stickers into shopping bags, others placed them in prominent spots, and a few even left stacks of stickers on the counter for customers to take freely, hoping to find truly interested fans.
This incident also highlights that when planning co-branding campaigns, brands must consider not only the innovation and appeal of the product itself but also the popularity and acceptance of the accompanying merchandise. For consumers, understanding the story and design philosophy behind each collaboration can also help them more rationally evaluate various marketing strategies and make choices that better suit their own preferences.
In summary, although Luckin’s fourth-anniversary collaboration for the Iced Coconut Latte maintained a certain standard in terms of the drink itself, the choice of co-branded stickers became a major misstep in the overall campaign. If brands wish to achieve greater success in marketing in the future, they may need to gain a deeper understanding of their target audience’s tastes to avoid losing sight of the bigger picture—and missing opportunities to build stronger connections with consumers.
The above content is compiled by CoffeeHunters, a coffee news website.
