Core Insights - The collaboration between the new tea brand Tianlala and the domestic campus comedy animation IP "Tea Ah Erzhong" aims to resonate with Generation Z consumers through emotional connection and product innovation [1][2] - The partnership leverages the strong overlap between the audience of "Tea Ah Erzhong," which has over 50 million fans, and Tianlala's primary consumer base [1] - The new product line includes "Old Brown Sugar Flavor Pearl Milk Tea" and "Old Brown Sugar Flavor Pearl Milk," priced at 8 yuan, designed to cater to both hot and cold beverage preferences [1] Product and Marketing Strategy - The collaboration focuses on the themes of "youth nostalgia + health upgrade," targeting the back-to-school and National Day periods with immersive marketing actions [1] - The marketing campaign features visual elements themed around "campus playground + youthful passion," with characters from the animation promoting the brand [2] - Limited edition merchandise, such as transparent cards and badges, is designed to encourage collection and social sharing, enhancing consumer engagement [1][2] Brand Positioning - Tianlala's CMO emphasizes that the collaboration transforms the brand from a mere product provider to a growth partner that resonates deeply with Generation Z [2] - The partnership not only represents a breakthrough in market strategy but also addresses the emotional needs of young consumers, positioning the old brown sugar milk tea as a nostalgic product [2] - This initiative is seen as a step towards high-quality development in the new tea beverage industry, reflecting a deeper understanding of young consumer trends [2]