Naixue Gaspard and Lisa collaboration: Key takeaways
- Naixue pairs Gaspard and Lisa with cocoa drinks and merchandise that customers can personalise
- A photo-frame magnet and piano night light give the collaboration a potential place in customers’ everyday lives
- Personal photographs could give the merchandise emotional significance, helping it outlast the promotional period
A photograph of your own, framed by two French cartoon characters is among the merchandise in Naixue’s (奈雪的茶) latest collaboration. It’s joined by a refrigerator magnet that offers customers way to make the partnership personal, and that’s the big idea here.
The Chinese tea chain has launched a collaboration with Gaspard and Lisa – two fictional French dogs, characters in a children’s book series. They’re paired with strawberry French cocoa and cocoa-mousse drinks.
Themed accessories and functional keepsakes are there to give the campaign a longer life, and that makes for an interesting story as far as marketing news is concerned.
Naixue’s goal is to run the collaboration into the realms of emotional attachment
Naixue’s goal is to run the collaboration into the realms of emotional attachment. Gaspard and Lisa make an ideal pairing for the push. The photo frame works well as a design idea on this front: the image you put inside becomes a solid reason to keep it.
That photograph of a friend, a holiday or something with emotional resonance gives this simple bit of merch a weighty association.
That creates a route for Naixue’s collaboration to grow from a promotional encounter – usually not longer than a few weeks – to a longer, more deeply weighted presence in customers’ lives.
The Dao view: Collaboration time, again
China’s beverage marketing is fuelled by an ever-turning wheel of collaborations. We’d have to hire a whole room of writers if we wanted to cover them all.
The problem for brands is that in this ecosystem, so many collaborations are forgettable. This one is breaking the mould by creating a reason to remain in shoppers’ lives for the long haul, but what will next week bring?
