Core Viewpoint - The article discusses the unexpected resurgence of the "Red Scream" beverage from Nongfu Spring, which was previously considered one of the worst drinks but has now gained popularity due to nostalgia and scarcity marketing [4][11][42]. Group 1: Brand History and Market Performance - Nongfu Spring launched the "Scream" series in 2004, targeting the sports drink market, with the red variant marketed as a "plant beverage" aimed at energizing consumers [12][22]. - The red variant, however, received overwhelmingly negative reviews, leading to its classification as one of the "top 5 worst drinks" and its gradual withdrawal from the market around 2018 [15][17]. - A revival of the red variant led to it selling out within three days and topping the e-commerce platform's functional beverage rankings, despite the producer stating it would be permanently discontinued [18][19]. Group 2: Consumer Behavior and Marketing Strategy - The revival aligns with the growing health and wellness market in China, which has surpassed one trillion yuan, with young consumers increasingly spending on health-related products [22]. - The emotional marketing strategy surrounding the drink has transformed it into a cultural phenomenon, where consumers are not just purchasing a beverage but a social symbol [34][36]. - The scarcity of the product has led to inflated prices on second-hand platforms, with some sellers marketing it as a collectible item, despite its impending expiration [28][30]. Group 3: Cultural Impact and Future Outlook - The red scream has become a cultural reference point, with its notoriety now serving as a badge of honor among consumers, reflecting a shift towards unique and unconventional consumption patterns [34][36]. - The article suggests that while the drink's current popularity is driven by nostalgia and emotional value, its fundamental quality as a beverage remains unchanged, indicating that its success may be short-lived [49][50]. - There are suggestions for Nongfu Spring to capitalize on this trend by releasing limited edition versions of the red scream, but the long-term viability of such a strategy is questioned [46][48].