Luckin Coffee’s pun copy goes viral, is it city or not?

Luckin Coffee used the internet buzzword "city not city" for marketing and produced a series of humorous promotional posters with local characteristics.

The "city or not city" meme has been very popular recently. It originated from the fact that after China relaxed its visa-free policy, a large number of foreign bloggers came to China to travel, and the videos they shot became popular on the Internet.

These foreigners feel like they have just arrived in the city. They are amazed by the various city scenery, such as "China's high-speed rail is fast and stable" and "you won't be robbed when shopping in the middle of the night". One blogger asked in magical Chinese while walking, "Is it a city? It's very city!" (city can be understood as whether it is fashionable or fun), and then this meme became popular on Douyin. I wonder if this Chinese was learned from a formal channel? In addition, the tattoo on the arm does not look like it was made in a formal store.

In line with the principle of not chasing after hot topics other than Luckin Coffee, Luckin Coffee quickly followed a wave of hot topics and released a set of posters with homophonic puns of Chinese words “city”, leading everyone to check in at Luckin Coffee’s city stores across the country.

Please help me open a Xiamen

The call from Ningbo is in progress

Without trade, there would be no Shanghai

Three hundred and sixty Hangzhou is not too busy

Get off work on time Tianjin Diyi

Suzhou has its own golden house

How can you drink this delicious Chengdu?

Shenzhen is not afraid of slanting shadows

Haikou

This kind of crazy mental state is comparable to that of foreigners. It is worthy of being a company that has been on the hot search for many years. If they put half of this energy into making materials, they would not reply "Sorry, the stickers have been given away" every time.

In fact, this kind of urban pun has been popular before, so let me show it to you in case you haven’t seen it.

Every time I post a pun copy, there will always be someone pointing out that the pun is low-brow and a sign of creative laziness.

In fact, this is very true. As the creative form of text with the lowest threshold, puns are too easy to think of, so the lower limit of pun copywriting can be very low, but this does not mean that there are no good pun copywriting.

Those homophonic puns with proper rhythm and logic are worthy of recognition. Especially on this basis, if they can be clever and profound, they can become classics. After all, anything truly clever deserves recognition.

In case you haven’t seen advanced pun copywriting, I’ll post some more here.

The name of the jar is Liangzhu and the surname is Huaxia.

——Liangzhu black pottery jar with inscriptions

Yu Jiang wrote the poster copy for the "CCTV News National Museum Calendar", and the protagonist is the "Liangzhu Inscribed Black Pottery Jar".

Liangzhu is the birthplace of Chinese civilization. At that time, the ancestors carved "words" on jars to record their daily lives. "Jar Name Liangzhu" means that the name of the pottery jar contains the word "Liangzhu". At the same time, the pottery jar is also a representative of Liangzhu culture. Therefore, it can be "named" Liangzhu, which is the name of the jar and also the name of China. The image is specific and the connotation is profound. This sentence embodies China's 5,000-year civilization history. Just as the author said, "Five thousand years become the shape of a jar. What will happen if you touch it? A jar is like this, full of light."

You only live VANS

You Only Live Once

Vans is born with a pun physique. The pun in China is "Wang Anshi", and in foreign countries it is "Once".

The free and avant-garde skateboarding culture that the Vans brand upholds coincides with the meaning of Once. You only live VANS - you only live once, and you can also live like VANS.

"Singing to 9"

HB studio wrote the 2019 New Year's Day poster for the Nanchang Chamber of Commerce Center. 9 stands for 2019, and it also means "wine" to celebrate the New Year. It is the most wonderful New Year's copy, and it is truly a natural creation.

"Shen Meng"

This is the theme of the Shanghai Marathon series promotion written by Zhu Yu, the author of Keep's famous copy "Self-discipline gives me freedom" for the running clothing brand NEDAO.

This is easy to understand. "Shen" is the abbreviation of Shanghai, and "Shen Meng" originally means Shanghai is fierce. Shanghai Marathon is fierce, and it is also pronounced as "sheng meng". The corresponding advertising slogan is "Who is Shanghai afraid of?" It happened to be an advertisement released during the mask period, so it also has a sense of being awesome.

Finally, let me say a few words about the copywriting I wrote during my copywriting practice at Knowledge Planet.

You meet the bottle of water of nature

The title is the copywriting of Bulgaria's Velingrad mineral water. Velingrad's water source comes from 1,300 meters underground in the Rhodope Mountains. It focuses on natural health. The brand approaches from the perspective of the connection between man and nature, and proposes that drinking natural mineral water is the best way to connect man and nature. Therefore, the picture uses elements such as wifi, telephone, and Bluetooth to express "connection".

Copywriting: Just the right link with nature.

Literal translation: The right way to connect with nature

"Your encounter with nature through a bottle of water" is a chance encounter between you and nature, and also an unexpected encounter with nature through a bottle of water.

Source: WeChat public account "Copywriting Free Shipping"

This article was originally published by @文案包邮 on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement