#PLANTAG - Earth Cool Up Campaign
#PLANTAG
#PLANTAG, a plant nutrition company from China launched its second edition of the "Earth Cool Up" climate awareness campaign in Shanghai. Originating from the cooperation between #PLANTAG and the environmental protection organization Blue Ribbon, the campaign was first introduced to Chinese consumers in 2021, which turned out to be a huge success in the city. This summer, the campaign partnered with over 50 boutique coffee shops in Shanghai, including peekoo, pin coffee, Lightning coffee, PPT CAFE, W CAFE, etc., to launch over 50 cups of climate change inspired drinks with plant-based alternatives.
#PLANTAG
Climate Change Inspired Coffee
The campaign kicked off with a launch of "Earth Landscape" with 50 creative coffees in coffee shops in Shanghai. The climate-crisis inspired pop-up coffee options are linked to a wide range of environmental issues that might be ignored by the general public, including global warming, rising sea levels, deforestation, loss of biodiversity, etc. Consumers can purchase Earth Landscape themed drinks at over 50 boutique coffee shops between July 15th and July 21st.
#PLANTAG
Apart from Earth Landscape themed drinks, it is also noted that they use #PLANTAG plant-based milk with a lower carbon and environmentally friendly production process, which provides coffee-lovers in Shanghai more plant-based options. Many baristas who participated in this creative activity also expressed that it is very meaningful to rethink the sustainable topic of carbon reduction and environmental protection in cooperation with #PLANTAG. 50 cups of creative coffee full of original spirit, they used plant-labeled oat milk, black sesame milk, and pistachio milk. "The three materials are like the earth, the pistachio milk is the sky, the hot espresso is used as a metaphor for "greenhouse effect", the black sesame milk represents the soil, and a cup of "all things grows latte" is presented." said Lin Dongyuan of GABEE. Coffee: "Actually, a creative coffee is not only about the combination of flavors or the appearance, but also about the meaning behind it."
#PLANTAG
Reusable Coffee Cups to Minimise Single-use Plastic
#PLANTAG
To encourage consumers bring their own coffee cups and reducing the usage of disposable paper cups. From July 15th to July 21st, a limited-edition globe cup will be given by purchasing a plant-based coffee special blend in any store.
The cup body is made of bamboo fiber material, which is natural and environmentally friendly and can be recycled.
From July 22nd to July 23rd, consumers can bring the globe cup to any store to get a free oatmeal latte.
It can be seen that this campaign gained a lot of participation from Chinese consumers, and turned out to be one of the hottest daka events in Shanghai! The theme “Daka” is actually a very popular term in today’s social media environment, which means traveling to famous scenic spots or eating some delicious food and later sharing them online via social media. For instance, on China’s most trusted social shopping platform RED, the hashtag #地球cool起来 (#earthcoolingup) gained 403.5k views, and the hashtag #植物标签 (#PLANTAG) gained 1.5M views. Not only that, but the sharing of many top Influencers like Lidashang and Awendawang has created a huge influence and attracted more people to participate.
@lidashang
@awendawang
@ningmenggeiwosuan
Make Coffee Greener in Shanghai
Nowdays, there are 6,913 cafes in Shanghai, far surpassing New York, London, Tokyo, and other global metropolises, becoming the city with the most cafes in the world.
The history of coffee in Shanghai can be traced back to the city’s opening to foreign trade in 1843. But it wasn’t until the Republican period (1912-1949) that the drink became a part of everyday life for most residents. In the 1930s, the ruling Nationalist party began promoting what it called the “New Life Movement,” which sought to teach Chinese more modern, healthier ways of living. Although the New Life Movement’s impact varied by region, it helped convince many middle-class Chinese families to adopt coffee as the last course of a formal, filling Western meal.
@SIXTH TONE
It is also worth to mention that there are several keywords in the Shanghai coffee market: diversity, abundance, eco-friendliness, and inclusiveness. Many cafes in Shanghai focus on creativity and individual culture that the younger generation likes, and sustainability is also one of the key parts of consumers' decision-making process.
For instance, in September 2021, Starbucks chose Shanghai as the first destination for its Greener Store concept outside of North America. Further more, the Chinese coffee brand Saturnbird, No.1 in T-mall instant coffee category, which had its Project Return nationwide in May 2021. Covering 24 cities across China, the project encouraged customers to return empty coffee pods to collaborated cafes. In addition, Manner Coffee, a Shanghai-born coffee brand, has a 5-RMB-off offer on all beverages if customers bring their own eco-friendly cups since its establishment in 2015. The initiative has been adopted by other brands and international chains.
About #PLANTAG
The "Earth Cool Up" campaign originated from the #PLANTAG's concern about global warming. It aims to advocate "cooling" the earth through low-carbon and water-saving plant-based products, and actively promote the sustainable development of industry and the environment. #PLANTAG was founded in 2020, the brand has entered the plant-based track with a full range of plant-based milk, covering both B-end merchants and C-end consumers. They currently have 300 ML ready-to-drink packs (Oat Plant Milk, Pistachio Plant Milk, Black Sesame Plant Milk) and 1 L (Oat Plant Milk). The brand hopes to make people and the planet healthier through the power of plants.
#PLANTAG
GREENEXT'S TAKE
Plantag coffee campaign shows how a campaign doesn’t necessarily have to be a one-time event. Rather, it can be a recurring one that users look forward to every year, and that your brand becomes known for. It’s also a great example of a campaign that focuses on attracting new customers, and the consumption preferences and aesthetics of the younger generation in China. From the launch of Earth Landscape themed drinks to getting a cup of free coffee by carrying the limited-edition globe cup, this campaign successfully output the concept of sustainable lifestyle to consumers. It makes their users feel special and more connected to their brand #PLANTAG. Of course, with so many of their customers sharing their drinks on RED, the knock-on effect will likely also attract curious new customers, too!
