茶百道首个咖啡联名牵手《凡人》动画，“煮鸡蛋”玩梗戳中年轻消费群体Tea Baidao's first coffee collaboration holds hands with the anime "Mortal", using "boiled eggs" as a joke to target young and middle-aged consumers
近日，茶百道推出品牌首个咖啡产品联名，与国漫头部IP《凡人》动画的合作在全国门店上线，凭借贴合IP的玩梗设计和实用的产品组合，迅速在社交平台和线下门店掀起浪潮。
此次联名周边除了常规的镭射票组、冰箱贴、定制杯贴外，最出圈的当属“煮鸡蛋”周边，巧妙呼应《凡人》动画中“筑基丹”的设定玩起谐音梗，搭配“胶带=交代”的小设计，精准戳中国漫粉丝的喜好。社交平台上也引起了网友的激烈讨论，有人调侃“一代人有一代人的鸡蛋要领，一杯咖啡加颗煮鸡蛋，早餐被安排得明明白白”；也有消费者晒出抢到的周边，称上午10点犹豫了一下没点冰箱贴套餐就显示售罄，镭射票、定制杯贴质感在线，还有网友调侃“all in全套周边，道友修为大涨”，氛围热闹。
除了周边热度，咖啡产品本身也收获不少好评。首次尝试茶百道咖啡的消费者提到，羽衣甘蓝牛油果拿铁、开心果香椰美式口感都不错，“用料扎实，咖啡香浓不酸涩，鲜果味很自然”。线下的热度也传导到门店运营，多位加盟商表示联名上线后忙得脚不沾地，不少粉丝一早来排队买周边，同时咖啡业务也带动了早餐时段订单增长，有加盟商按照品牌建议把营业时间提早到七点半，上线两周来咖啡销量稳步上涨，还有回头客每天定点买羽衣甘蓝牛油果拿铁，称是“喝过最好喝的果咖”。
作为茶百道咖啡线的首个联名，此次合作既借助国漫IP触达了年轻消费群体，又通过周边的玩梗设计强化了“咖啡+早餐”的场景认知，为咖啡业务的后续推广打了个好头。（本文来源：鹰潭新闻网）
Recently, Chabaidao launched its first co branded coffee product and collaborated with the leading Chinese animation IP "Mortal" to launch it in stores across the country. With its IP specific meme design and practical product combination, it quickly sparked a wave on social media platforms and offline stores.
In addition to the regular laser ticket group, refrigerator stickers, and customized cup stickers, the most popular joint merchandise this time is undoubtedly the "boiled egg" merchandise, cleverly echoing the setting of the "Foundation Building Pill" in the "Mortal" animation and playing with puns. Paired with the small design of "tape=accountability", it accurately touches the preferences of Chinese anime fans. There has also been intense discussion among netizens on social media, with some jokingly saying, 'Each generation has its own way of making eggs. A cup of coffee with a boiled egg is arranged clearly for breakfast.'; Some consumers also shared their stolen merchandise, saying that they hesitated for a moment before ordering the refrigerator sticker package at 10 am and it showed as sold out. Laser tickets and customized cup stickers were available online, and some netizens joked that "all in the full set of merchandise, Taoist cultivation has skyrocketed", creating a lively atmosphere.
In addition to the surrounding popularity, coffee products themselves have also received many positive reviews. Consumers who are trying Cha Bai Dao Coffee for the first time mentioned that the kale avocado latte and pistachio coconut have good American flavors, with solid ingredients, rich and non sour coffee, and a natural fresh fruit flavor. The offline popularity has also been transmitted to store operations. Several franchisees have expressed that after the joint launch, they have been very busy, and many fans have queued up early to buy peripherals. At the same time, the coffee business has also driven the growth of breakfast orders. Some franchisees have advanced their business hours to 7:30 according to brand recommendations. Coffee sales have steadily increased since the launch two weeks ago, and there are also repeat customers who regularly buy kale avocado latte every day, calling it the "best fruit coffee ever".