After the success of the "sauce-flavored coffee" strategy, Luckin Coffee has once again made a move in the "IP embrace" game: Tom & Jerry suddenly appeared in everyone's social media feed.

As the popularity of the sauce-flavored latte has not subsided, Luckin Coffee has launched another heavyweight collaboration after the double festival.

On October 9th, on the first anniversary of its single product, the cheese latte, Luckin Coffee officially launched a collaboration with the classic IP Tom & Jerry under the MGM brand.

According to the official WeChat account of Luckin Coffee, the collaboration product contains Danish imported mascarpone cheese, and internal testing has shown that the milk flavor of this product has increased by about 24%.

According to a private equity source in South China who has been tracking Luckin for a long time, the internal expectations for this collaboration product are very high, and they are "very confident".

The confidence of the management can also be seen from the ordering interface in the Luckin Coffee app. The mascarpone cheese latte and the sauce-flavored latte co-branded with Guizhou Moutai are the only two products labeled as "annual heavyweights".

Luckin Coffee has always launched new products every Monday through collaborations or endorsements. While maintaining brand popularity, it has also achieved the ultimate goal of driving sales.

For example, the cherry blossom series promoted by Tan Songyun, who has collaborated with Luckin, and the blue velvet latte promoted by Gu Ailing. The velvet latte, which is the same as Gu Ailing's, sold 3 million cups in just a few days. When the cheese latte was first launched, it sold 6.59 million cups in a week.

From the perspective of brands like Tom & Jerry, the above-mentioned private equity source believes that coffee, as an addictive fast-moving consumer product, has become a carrier for brands to continuously gain exposure. Both store signs and coffee cup packaging materials have a strong promotional demonstration effect. Luckin Coffee has also formed a positive cycle of launching new products every week.

Such a fast pace of new product launches poses practical challenges to Luckin's product development capabilities and supply chain management.

According to the above-mentioned private equity source, the preparation time for this collaboration cheese latte exceeded two months, while the other "annual heavyweight" product, the sauce-flavored latte project, was approved as early as the beginning of May this year and has undergone continuous research and development and testing.