html On September 6, HiTea cooperated with " Genshin Impact " to launch a joint limited drink. Inspired by the game characters "Kamizato Ayato and Kamisato Ayaka" and combined with the characteristics of the "Genshin Impact" game characters, the two parties launched two products, "Ayato·Mizukage Longan Coconut" and "Ayaka·Frost Longan Coconut". A joint product. The product uses seasonal fresh longan, coconut water, and raw coconut milk as raw materials, and adds the innovative small ingredient "Fei Ying Bobo". At the same time, Heytea also launched co-branded packaging materials, bottled juice tea-themed packaging, etc. Through this joint cooperation approach that covers freshly made tea drinks and bottled products, packaging materials and peripherals, and runs through the entire category experience, HeyTea brings consumers a comprehensive inspirational experience.
Heytea co-branded "Genshin Impact", and Ayato and Ayaka launched customized drinks
In the "Genshin Impact" game, Ayaka studies tea art on weekdays, while Ayato has a standby action of taking out milk tea from his sleeve. It is precisely because of the connection between these two characters and tea drinks that since the launch of the characters, many consumers have expressed their expectations for a linkage between Heytea and the character IP of "Genshin Impact".
In terms of co-branded products, Heytea combined the character characteristics of the "Genshin Impact" game and launched two products: "Ayato·Mizukage Longan Coconut" and "Ayahua·Frost Longan Coconut". These two products are inspired by Ayato and Ayahua respectively, combining the elemental attributes "water" and "ice" of the two characters. They use seasonal fresh longan, coconut water, and raw coconut milk as raw materials, and add handmade pink fillings. Horse hoof snack "Feiying Bobo".
In terms of product raw materials, Heytea selects seasonal fresh longans from core production areas, strictly controls the longan flavor, requires the sugar content to be no less than 18, and uses cold chain to transport to the store. The coconut water raw materials used adopt the pasteurization sterilization process to better lock in the original flavor of coconut water. The raw coconut milk raw material adopts cold-pressed raw pressing technology to retain the freshness and sweetness of coconut without adding any artificial colors and flavors.
In order to better display the inspiration elements of "Genshin Impact" and achieve a breakthrough in taste, Heytea innovatively launched "Crimson Sakura Bobo" based on existing raw materials. This brand-new ingredient is inspired by the "Crimson Sakura Hydrangea", a breakthrough material required for character upgrades in "Genshin Impact". It is made using fresh horse hooves and goes through 8 processes, and is turned into the blush pink color in the game. It has crispy, waxy and sweet flavor characteristics. The addition of "Crimson Sakura Bobo" also makes the whole drink more in line with the style of "Genshin Impact".
The joint activities cover all categories, bringing an all-round and in-depth experience.
Not only are freshly made drinks, Heytea also launched a co-branded bottled juice tea product with "Genshin Impact". Heytea has iterated the packaging of its two juice tea products, Grapefruit Green Yan and Peach Peach Golden Phoenix, corresponding to the characters Ayato and Ayahua respectively, and customized themed visual packaging for these two juice teas. Customized HEYTEA bottled juice tea brings consumers more choices.
Heytea also integrated its own design concept with the elements of these two characters, launching packaging materials including co-branded cup sleeves, paper bags and cup stickers, as well as co-branded badges, stand-ups and other peripherals. Through a design style that perfectly matches "Genshin Impact", it brings consumers an immersive co-branded inspiration experience.
It can be found that the joint brand between Heytea and "Genshin Impact" is based on products, providing "real quality, inexpensive" products, and fully reflecting the spiritual connotation of the brand through joint activities. This is also consistent with the co-branding principle that Heytea has always adhered to: choosing to cooperate with brands or IPs that are consistent with the brand spirit and also pursue coolness and inspiration, and constantly innovate the creative ways of co-branding, and launch specific products based on the characteristics of the co-branded objects. , store space, brand design, etc.
The joint branding between Heytea and "Genshin Impact" covers freshly made tea drinks and bottled products, packaging materials and peripherals. It runs through the whole category experience and brings a full range of inspiration experience to consumers during the back-to-school season. , while also continuing to explore new ways of cross-border cooperation and brand building for new tea brands.
