当潮牌咖啡遇上国民经典，解锁春节营销新范式When trendy coffee meets national classics, unlock a new paradigm of Spring Festival marketing
2026年春节伊始，Pull-Tab拉环咖啡与国民经典IP“旺旺”联手，共同打造了一场“旺上加旺”的破圈层新春盛宴。
一边是代表新消费、新场景的潮牌咖啡势力，一边是承载数代人集体记忆的国民食品符号，此次拉环与旺旺的破圈合作，不仅成功构建了情感共鸣与消费体验的双重链接，更是一次精准捕捉春节情感消费与年轻化趋势的典范之作。
全球首家现制饮品合作，创新演绎国民经典
本次联名的亮点之一，在于其史无前例的开创性——旺旺IP首次将其最核心的乳品资产开放给即饮品类，拉环咖啡成为全球首家与“旺仔牛奶”进行产品级联名的饮品品牌。这不仅是对拉环咖啡品牌力与产品创新能力的高度认可，也为其赋予了独特的市场占位与话题优势。
围绕“旺”文化与新春节点的天然契合度，拉环咖啡深度融合双方品牌基因，研发推出了三款极具巧思的联名特饮：旺旺瀑布手打咖啡、旺旺拿铁、旺旺摇摇奶绿。
口味创新层面，拉环将其最具标志性的“瀑布咖啡”与旺旺融合，以旺仔牛奶作为基底，推出“旺旺瀑布手打咖啡”，同时在瀑布顶上撒满旺仔小馒头，丰富其饮用口感，收获了一众好评。
出品设计方面，三款产品分别选用了不同的形式。除旺旺联名纸杯外，“旺旺瀑布手打咖啡”沿用了拉环的铝杯设计，摇摇奶绿则选用了趣味十足的“摇摇杯”形式，通过定制杯型与图案，增强消费者体验。
另外，还推出了红包、春联、鼠标垫等一系列周边，更加烘托出“旺上加旺”这一新春主题，满足了消费者在节日期间对产品社交属性、打卡价值与情感慰藉的多重期待。
线上顶流助推，直播间引爆消费热潮
2月7日-9日，拉环咖啡打造了一场集娱乐、互动与消费为一体的大型直播盛宴。
直播当日，PT官方直播间化身年味十足的新年派对，不仅有“旺仔”为大家送上新春祝福，还邀请到品牌主理人郭聪明、品牌好友小菠萝联袂空降，
两位人气嘉宾不仅亲自演示并制作三款联名新品，更与线上观众进行多轮实时互动游戏与抽奖，气氛热烈非凡。
值得一提的是，这次直播也是郭聪明康复后为数不多的公开商业活动，预告发出后，便吸引了一众粉丝的关注，直播过程中，充分展现了其作为品牌主理人的责任感与影响力，也进一步深化了消费者对品牌的情感联结。
直播首日，直播间实时在线人数突破万人大关，销售额达到近30w，强势冲入全国饮品榜实时排名第3位;凭借出色的综合表现，三天总GMV达百万，在竞争激烈的年货节期间脱颖而出。
这场直播不仅是一次成功的销售转化，更是一次高效的品牌形象展示与用户深度互动，彰显了拉环咖啡敏锐的市场洞察与卓越的营销执行力。
线下沉浸体验，游园会掀起城市狂欢
线上热度如火如荼，线下体验同步升温。2月6日-8日，拉环咖啡在杭州来福士中心，打造了为期三天的“旺上加旺”新春主题游园会。
活动现场被精心布置成充满年味与旺旺元素的欢乐空间，吸引了大量市民与游客驻足参与。
活动期间，游客们不仅参与游戏领奖品，还能与“旺仔”打卡互动，游园区域始终人头攒动，单日客流量远超预期，实现了品牌热度在城市核心商圈的集中引爆与沉浸式体验闭环。
联名战略持续深化，品牌影响力再次攀升
回顾拉环咖啡的品牌发展路径，“联名战略”已成为驱动品牌破圈增长的核心引擎之一。
拉环咖啡与阿华田共创的“阿华田瀑布手打咖啡”爆火出圈，直至今日仍然是门店的热销单品;而后与萌二、斩神、猪猪侠等热门IP携手触达Z世代圈层，每一次都精准狙击特定人群，实现了品牌影响力的有效扩张与用户资产的持续沉淀。
此次与旺旺集团的国民级跨界，无疑是这一战略的又一次重磅升级，扩大了品牌影响力的同时，也吸引了许多咖啡爱好者打卡下单。
本次联名活动，拉环咖啡通过从产品创新、整合营销到线上线下全域打爆的组合拳，不仅在新春档期赢得了漂亮的销售战绩，也为中国新消费品牌的跨界营销，写下了一个精彩纷呈的注脚。
未来，市场有理由期待，Pull-Tab这匹势不可挡的“行业黑马”，将继续为大家带来更多打破想象边界的惊喜。
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原文转自：信阳新闻网
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.
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Original text translated from: Xinyang News Network