China’s Jinmailang (今麦郎) has recently introduced Golden Walnut (金色核桃) as a gift for loved ones. The special thing about this new walnut beverage is the choice of its colour – gold. Gold is something unique for walnut drink as most of the mainstream walnut drinks in China are usually in blue and green with white spaces.
|Samples of existing walnut drinks in China|
Red is the colour of choice for Chinese New Year and other festivity, which fits the gifting positioning of this drink. Gold is the colour of exuberance, a colour of tuhao (土豪), which often refers negatively to mainland Chinese who are rich but uncultured or uncouth nouveau riche.
Here is a list of items considered to be tuhao including this luxury car in gold. The question is will Golden Walnut still attract consumers during non-festive periods or will the colour change to something less gold to attract non-gifting occasions?
|Tuhao luxury car|
|Limited-edition Jianlibao drink for 2014 Chinese New Year|