When trendy coffee meets national classics, unlock a new paradigm of Spring Festival marketing

At the beginning of the Spring Festival in 2026, Pull Tab pull tab coffee teamed up with the national classic IP "Wangwang" to create a groundbreaking New Year's feast of "prosperity on top of prosperity".

On one hand, there is the trendy coffee brand that represents new consumption and new scenarios, while on the other hand, there is the national food symbol that carries the collective memory of several generations. This breakthrough cooperation between Ring and Wangwang not only successfully builds a dual link between emotional resonance and consumer experience, but also accurately captures the trend of emotional consumption and youthfulness during the Spring Festival.

The world's first collaboration on freshly made beverages, innovatively interpreting national classics

One of the highlights of this collaboration is its unprecedented pioneering nature – Wangwang IP has opened up its core dairy assets to ready to drink categories for the first time, and Ring Coffee has become the world's first beverage brand to collaborate with "Wangzai Milk" at the product level. This is not only a high recognition of the brand power and product innovation ability of pull ring coffee, but also gives it a unique market share and topic advantage.

Centered around the natural fit between the "Wang" culture and the Chinese New Year node, Pull Ring Coffee deeply integrates the brand genes of both parties and has developed three highly ingenious co branded special drinks: Wangwang Waterfall Hand made Coffee, Wangwang Latte, and Wangwang Shake Milk Green.

At the level of taste innovation, Lahuan combines its most iconic "Waterfall Coffee" with Wangwang, and uses Wangzai milk as the base to launch "Wangwang Waterfall Handmade Coffee". At the same time, Wangzai small Mantou is sprinkled on the top of the waterfall to enrich its drinking taste, which has won a lot of praise.

In terms of production design, the three products have chosen different forms. In addition to the Wangwang co branded paper cup, the "Wangwang Waterfall Hand made Coffee" uses the aluminum cup design with a pull ring, while the rocking milk green uses the fun filled "rocking cup" form, enhancing the consumer experience through customized cup shapes and patterns.

In addition, a series of peripherals such as red envelopes, Spring Festival couplets, and mouse pads have been launched, further highlighting the theme of "prosperity on top of prosperity" for the Chinese New Year, meeting consumers' multiple expectations for the social attributes, check-in value, and emotional comfort of products during the holiday period.

Online top stream boost, live streaming room ignites consumer craze

From February 7th to 9th, Pull Ring Coffee created a large-scale live streaming feast that integrates entertainment, interaction, and consumption.

On the day of the live broadcast, PT's official live room transformed into a New Year's party full of Chinese New Year flavor. Not only did "Wangzai" send New Year's greetings to everyone, but also invited brand manager Guo Congming and brand friend Xiao Pineapple to join in the air,

The two popular guests not only personally demonstrated and produced three joint new products, but also engaged in multiple rounds of real-time interactive games and lucky draws with online audiences, creating a lively and extraordinary atmosphere.

It is worth mentioning that this live broadcast is also one of the few public commercial activities of Guo Congming after his recovery. After the announcement was made, it attracted the attention of a group of fans. During the live broadcast, it fully demonstrated his sense of responsibility and influence as a brand manager, and further deepened consumers' emotional connection with the brand.

On the first day of the live broadcast, the real-time online audience in the live room exceeded 10000 people, with sales reaching nearly 300000 yuan, and it surged to the third place in the real-time ranking of the national beverage list; With outstanding overall performance, the three-day GMV reached one million, standing out during the fiercely competitive New Year's shopping festival.

This live broadcast is not only a successful sales conversion, but also an efficient brand image display and deep user interaction, showcasing the sharp market insight and excellent marketing execution of Ring Coffee.

Offline immersive experience, park party ignites urban carnival

The online popularity is booming, and the offline experience is also heating up. From February 6th to 8th, Pull Ring Coffee held a three-day "Prosperous Plus Prosperous" Spring Festival themed park party at the Raffles City Center in Hangzhou.

The event site was carefully arranged into a joyful space full of New Year's atmosphere and prosperous elements, attracting a large number of citizens and tourists to stop and participate.

During the event, tourists not only participated in the game to claim prizes, but also interacted with "Wangzai" to check in. The park area was always crowded, and the daily passenger flow far exceeded expectations, achieving a concentrated explosion of brand popularity in the city's core business district and an immersive experience loop.

The joint venture strategy continues to deepen, and the brand influence is once again rising

Looking back at the brand development path of Ring Coffee, the "co branding strategy" has become one of the core engines driving the brand's breakthrough growth.

The "Ahuatian Waterfall Hand made Coffee" co created by Ring Pull Coffee and Ahuatian has become a hot selling item in stores and is still a hot selling item to this day; Then, together with popular IPs such as Moe Er, Zhan Shen, and Zhu Zhu Xia, we reached the Z generation circle, targeting specific groups with precision every time, achieving effective expansion of brand influence and continuous accumulation of user assets.

This national level cross-border venture with Want Want Group is undoubtedly another major upgrade of this strategy, expanding brand influence and attracting many coffee enthusiasts to check-in and place orders.

Through a combination of product innovation, integrated marketing, and comprehensive online and offline success, this joint event has not only won a beautiful sales record during the Chinese New Year period, but also written a brilliant footnote for the cross-border marketing of Chinese new consumer brands.

In the future, the market has reason to expect that Pull Tab, an unstoppable "industry dark horse", will continue to bring more surprises that break the boundaries of imagination to everyone.

Disclaimer: The content of this article is a reproduction of corporate information on this website, representing only the author's personal opinion and has nothing to do with this website. The content involved does not constitute investment or consumption advice, and is for readers' reference only. Please verify the relevant content on your own.

Original text translated from: Xinyang News Network