It did this, and the brand story packaged it as "Cosmos II" and told a story about the mission. The second brother and the second boss came from an alien planet to save the earth. Selling fish was just to hide their identities from the enemy, and they also got a top secret identity file in an exemplary way.
Taier made a category positioning and only made pickled fish. The name of the store is not just Taier, but Taier old jar pickled fish, because the old jar is a public resource recognized by the public as authentic pickled cabbage. And it is positioned as the second most delicious pickled fish in the universe. Why is it not the first? Because the advertising law does not allow the use of superlatives.
In order to strengthen the concept of "No.2" in the universe, the visual image of "No.2" takes the second boss and the second brother as the core IP content, and adopts the cartoon form from in-store to online materials to offline marketing, forming a unique content+visual symbol system of "No.2".
At the marketing level, hunger marketing is adopted, and only 100 fish is sold every day, and it will be closed when sold out. Moreover, the publicity for the outside world is too stupid, and it doesn't serve more than four people. At the same time, it doesn't take delivery and doesn't set up a franchise store. On the surface, it seems a bit embarrassing, and customers are excluded from the door, but in fact it is a long-term consideration, in order to ensure a good dining experience in the store.
Brand stories, category positioning, visual system and marketing methods are refreshing, and we have reached a mental understanding with consumers, which is worth learning.