How did Brown do it? Ma, deputy director of Golden Car Planning Department, said that "Braun Coffee" is almost synonymous with coffee in the eyes of many people in Taiwan Province. For a long time, the daily habit of drinking coffee in Taiwan Province Province has been formed, which strengthens Braun's taste and is a classic impression of canned coffee, which is Braun's greatest competitiveness. When brown coffee first entered the market, people in Taiwan Province Province actually could not accept the bitter taste of coffee. In Taiwan Province Province 25 years ago, "drinking coffee" represented an expensive social activity, which was not close to the people and the lives of most consumers. "Braun" tried to communicate with consumers for three years, claiming that coffee is a drink that can be drunk anytime and anywhere, and creating coffee is not just an ordinary drink, but a drink with texture and cultural level. First of all, in packaging design, in order to establish the brand's exoticism, Braun created the brand figure "Mr. Brown", a man with a big beard and sunshine like Pavarotti, who came to Taiwan Province Province from the south-central part of Taiwan Province Province, where coffee beans are produced, to introduce coffee to Americans. In advertising communication, English "Mr. Brown" is often used to create an imported image. Moreover, the price of products was higher than that of canned drinks at that time, to shape the brand's sense of value. Twenty-five years ago, the price of Braun coffee was 20 yuan, which was much higher than the average price of canned drinks at that time 13 ~ 15 yuan. It is a high-priced beverage, emphasizing high texture and rich taste, which is different from carbonated drinks that flooded the market at that time. According to Ma's observation, at first, consumers' preference for coffee was "single coffee", such as Blue Mountain and Mantening. Because the habit of drinking coffee is being cultivated, calling out the name of coffee can increase the sense of identity and recognition of consumers. In recent years, in terms of products, Braun has extended the "original bean appreciation series" in order to cooperate with consumers who pay more attention to the taste of coffee. The core product "Bolang Coffee" and the blue mountain flavor are also in line with consumers' habits. In addition, small bottles are introduced to facilitate storage when drinking. Last March, the "Café Lounge" refrigerated coffee in Braun Cafe went on the market, with shorter shelf life and fresher taste. Brown Coffee has also expanded its market to Europe, North America and the Middle East, adapting to local tastes and incorporating more exotic flavors, such as coffee milkshakes. On the other hand, Braun's advertising appeal focuses on clean and sunny young people, and combines orchestral music, piano and other situations, musicality and cultural content to shape Braun's deep image. Braun's advertising films with blue mountain flavor are good at creating a slightly melancholy atmosphere. The most classic advertisement was shot on Jiufen Vertical Road. A young man was drinking Braun Blue Mountain Coffee on the steps of the mountain city in the morning. This successful advertisement not only started the brand of Blue Mountain Coffee, but also closely linked the product with the atmosphere, making it a coffee drink suitable for depression. Ma said that he had seen a young man wearing a business suit, driving a Wolf brand motorcycle and drinking blue mountain coffee at Danshui Wharf. It means that by grasping the correct advertising axis, shaping the opportunity and situation of products suitable for drinking, bringing products into consumers' lives, cultivating habits and drinking opportunities.