Springtime is the perfect time for outings and frolicking about in nature. Two things are indispensable for these purposes: reliable transport and a nice cup of iced coffee. For this exact reason, Geely-owned premium EV brand Zeekr have teamed up with high-end coffee chain Manner Coffee for an unexpected collaboration between 28 March and 3 April.
Taking inspiration from both the spring season and Zeekr’s MIX minivan, often called its “babywagon” (宝宝巴士), the collaboration offers a nice mix-and-match menu and something to take on your drives. The main focus of the team-up is the new Citrus Oolong Latte (清橙乌龙拿铁), a drink that combines the freshness and zing of citruses and the rich flavour of oolong tea in a milky latte. However, the main attraction for many is the giveaway of 40,000 glass coffee cups (with lids) for carrying around on your spring hikes. The cups will be given away to those who repost Manner’s post and buy the co-branded latte.
The two brands released a promotional video showing young people having fun and driving into the greenery outside of their urban dwellings with friends, pets and Manner coffee. A “coffeemobile” will pop up in Beijing, Hangzhou, Shanghai, Chengdu and Shenzhen, while 5 Shanghai Manner branches will be decorated into Zeekr concept coffee shops. Free drinks or coupons are available as prizes for engagement. Booking a test drive at Zeekr also gives you a chance to win a co-branded mug.
As a collaboration, this campaign is heavy on participation and giveaways. Although the co-branding isn’t the most innovative, the giveaway of coupons and the glass cup (after Lei Jun’s stainless steel went viral) is a practical and attractive lure for many. With healthy engagement on Weibo and Rednote, the partnership certainly serves its purpose.
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