How did Brown do it? Ma Minghao, deputy director of King Car's Planning Department, said that "Brown Coffee" is almost synonymous with coffee in the minds of many Taiwanese people. It has cultivated Taiwanese people's daily coffee drinking habits for a long time. Strengthening the taste of Brown Coffee is the classic canned coffee. The impression is Brown's greatest competitiveness. When Brown Coffee first entered the market, Taiwanese people were not yet able to accept the bitter taste of coffee. In Taiwan 25 years ago, "drinking coffee" represented an expensive and social activity that was not close to the people and not close to the lives of most consumers. "Brown" has been trying to communicate with consumers for three years, appealing to the idea that coffee is a drink that can be drunk anytime and anywhere, and creating the idea that coffee is not just an ordinary drink, but a drink with texture and cultural level. First of all, in terms of packaging design, in order to establish the foreignness of the brand, Brown created the brand character "Mr. Brown". He is a bearded, sunny and enthusiastic man who looks like Pavarotti. He came to Taiwan from Central and South America, where coffee beans are produced. , introducing coffee to Taiwanese people. In advertising communication, the English "Mr. Brown" is often used to create an imported image. The pricing of the products was also higher than the price of canned drinks at the time to create a sense of brand value. 25 years ago, the price of Brown Coffee was 20 yuan, which was much higher than the average price of canned drinks at that time of 13 to 15 yuan. It was a high-unit price beverage that emphasized high texture and rich taste, and was different from what was available on the market at that time. Full of carbonated drinks. According to Ma Minghao's observation, consumers initially preferred "single-origin coffee" for coffee, such as Blue Mountain, Mandheling, etc., because the habit of drinking coffee is being cultivated, and being able to name the coffee can increase consumers' recognition and recognition. In recent years, in terms of products, Brown has also extended the "Original Bean Appreciation Series" to cater to consumers who are more particular about the taste of coffee. The core products "Brown Coffee" and Blue Mountain flavor have also adapted to consumers' usage habits, and also launched Xiaobao Special bottle for easy storage during drinking. In March last year, "Brown Café Café Lounge" refrigerated coffee was launched, which has a shorter shelf life and a fresher taste. Brown Coffee has also expanded its market to Europe, North America, the Middle East and other regions, adapting to local tastes and blending exotic flavors with richer layers, like the taste of coffee milkshakes. In terms of Brown's advertising appeal, he used a sunny and clean young man as the protagonist, and combined it with many situations, musicality and cultural content, such as orchestral music, piano, etc., to create a deep image of Brown. Brown’s Blue Mountain style advertising videos are good at creating a melancholic atmosphere. The most classic advertisement was shot on Shuqi Road in Jiufen. A young man drinks Brown on the stairs of a mountain city in the early morning. Blue Mountain Coffee. This successful advertisement not only launched the Blue Mountain Coffee brand, but also closely connected the product with the atmosphere, making it a coffee drink suitable for drinking in a melancholic mood. Ma Minghao said that he himself had seen a young man dressed in business attire holding a Yelang motorcycle and sipping Blue Mountain coffee at Tamsui Pier. It means that by grasping the correct advertising theme and shaping the timing and situation when the product is suitable for drinking, the product can be brought into consumers' lives and cultivate habits and drinking opportunities.