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- Author/Brand Officer
Introduction: Coconut Tree New Year's "First Rub", from the internal 2024 wall calendar, netizens said that they have become Xi to it.
In 2024, there are still people who are not Xi to the "wild" style of coconut trees, and call it too vulgar to accept.
Someone posted a coconut tree brand calendar, which is still a typical Word document typesetting and bikini beautiful man and beauty style.
Of course, the words of "coconut tree flavor" are indispensable:
Men have a masculine taste, women have a feminine taste, coconut palm brand coconut water, I have drunk it since I was a child.
The coconut tree's "rubbing edges" behavior has caused controversy, and many netizens have seen it.
This kind of thing has to happen almost once in a while, which can be called the "traffic password" of self-media, and I really want to say that the author is also one of the hot.
The coconut tree calendar is almost every year, and it can be taken out every year to rub off on a wave of popularity.
01. Coding is to complicate simple things
According to the staff's response, the coconut tree has this wall calendar every year, but it is for internal personnel and dealers to collect, and it is not open to the public.
However, it may be that netizens who wanted to buy a coconut tree brand wall calendar rushed into the live broadcast room, and the call was too loud, so that the insiders of the coconut tree saw it, and the calendar was put on the shelves overnight.
In a certain tone, the next single box of coconut palm coconut water is sent to the Year of the Dragon wall calendar.
Netizen: It's you, are you ready for the fine?
Not only the coconut tree, but also the brand ambassador Xu Dongdong printed on the coconut tree calendar, is speaking for the coconut tree: there is no need to code her swimsuit.
Sometimes it's true.,Maybe the original picture is nothing.,But as soon as it's coded.,It's weird.。
However, some picture authors still dare not code, not afraid of Xu Dongdong's own complaints, but afraid that the platform will judge vulgarity.
Coconut Tree and self-media welcome the sky's falling traffic, but brands such as Chayan Yuese, Eggplant Emperor, Procter & Gamble, etc., which have overturned because they have been accused of being "vulgar", can't laugh.
is also engaged in "vulgarity", why can coconut trees be tolerated by both male and female netizens, these brands are either accused of "astringency" or insulting women?
02, coconut trees can not be other brands? netizens showed the "double standard" clearly
It stands to reason that according to the text content on the coconut tree calendar, what "airport" and "coconut water can be full somewhere" may be more vigorous than other brands.
If it weren't for the addition of the word "it is said" and the indication that the content was reprinted, it is quite rigorous, it is estimated that it would have been removed long ago.
It also involves "rubbing the edge", although some brands sell serious things, they are scolded by netizens in advertising words.
For example, the "eye chart" of the unification of the eggplant emperor used "face", "chest and legs", "considerate and filial piety", "can cook and do laundry" to score women, and was scolded on the hot search.
Although some brands sell things that are not very serious, the advertising words will only make people "understand in seconds" without making people feel offended.
Just like the poster of "Teacher Du": "Safe ahead, rest assured sprint".
Obscure and straightforward, it not only rubbed off on the hot spot of the "Fast and Furious" movie at that time, but also made people understand in seconds and could promote the efficacy of the product, the "car speed" was fast enough, but it would not "create" the dead.
Let's start a class, "Mr. Du", teach other brands how to speak.
While other brands overturned and apologized for being accused of "objectifying women", Coconut Tree and "Mr. Du" were boldly rubbing sides.
Although the poster styles of "Mr. Du" and Coconut Tree are very different, one is quite tall and the other is rustic.
But the classic advertising slogan of Coconut Tree is actually quite similar to that of "Teacher Du".
You say that people are vulgar "from childhood to adulthood", where is it vulgar, coconut trees have been like this for so many years, this advertising slogan is not only applicable to women, but also to men.
They even have billboards, and from elementary school to college, they are drinking coconut trees, so you can say that they are not "drinking from childhood to adulthood".
According to Xu Dongdong himself, this advertising slogan and the classic pose of "S-shape" were thought up by Xu Dongdong himself during filming.
The effect is so good and can be used for so many years, the spokesperson of coconut palm coconut water is really cost-effective.
03. The advertisement of the coconut tree is not an "offensive art"
Although these advertising slogans are full of that hint, it seems that they are really just promoting the utility of the product, and whether it is effective or not is another matter, but it seems that there are really no PUA consumers.
After all, "drinking from small to large" really just means that the product can be "drunk from small to large", and "safety ahead" really just means "can rest assured 'Du'".
The packaging of the coconut tree is so "crowded" that the boss is so "talkative" that the slogan "coconut tree wind" is printed on the outer wall of the headquarters.
People are "promising fresh coconut meat to be freshly squeezed without flavor", "entertaining leaders of many countries", and advertising their own mineral water in the corner of coconut palm packaging, and there are really no PUA consumers "not drinking is not Chinese".
The picture of the coconut tree printed on the wall calendar, you can say that they are vulgar, but you can't say that they are PUA consumers.
However, the marketing of some brands, in order to make consumers buy their products, creates shortcomings in consumers and engages in anxiety and intimidation marketing.
Just like the copywriting of cleaning, in order to stimulate female consumers to buy "5-piece full-body fragrance sets", the controversial view that "women's odor is 5 times that of men" is promoted.
In the end, because he was scolded on the hot search, Procter & Gamble was forced to apologize.
It can only be said that the creators who can write this kind of advertisement may not have been in contact with women in ordinary times, but can they still say this to the young ladies in the coconut tree live broadcast room?
Expanding the scope a little more, not only for women, but also for many brands or IPs that have overturned their reputations, it seems that they are failing to try to "PUA" consumers.
Some products are obviously unreasonable in their own design or price, but they have to "educate" consumers that their design is reasonable, and consumers are unreasonable.
Hua Xizi and Li Jiaqi, the classic "where is expensive, it is difficult for domestic brands", made his reputation completely collapse overnight, and consumers didn't buy it.
The same is true of Li Ning's "Bagafu" incident.
Taking 10,000 steps back, even at the time of design, Li Ning's designers did not think of "Baga".
But after netizens pointed it out, Li Ning's general manager was "hard-mouthed" This is the ancient "hat-shaped helmet", and then blamed netizens for "no culture", and sure enough, he finally overturned the cart.
In the brand marketing industry, there is a saying of "educating consumers' minds", but this "education" is not the other "education".
"Educating consumers" is to use the influence of the product itself to change consumers' perception.
The reason why the coconut tree live broadcast room can be popular is that the taste of coconut water has been invincible all over the country for 35 years, and the beauty on the packaging is colored, and it is an important premise to buy it at every New Year's holiday party.
In order to convey the aesthetics of "coconut tree style", the coconut tree live broadcast room does not even sell goods, only dances.
According to the person in charge of the coconut tree live broadcast room, the factory may only give 100 sales tasks to the live broadcast room every day.
Some netizens wanted to buy coconut water but didn't find the link, but the anchor told the audience to go to the offline supermarket to buy it, but not sell it online.
It is precisely because the Coconut Tree Boss has been like a day for 35 years and proved to netizens that the boss is such a "vulgar" person with his strength, which makes netizens more accepting of the Coconut Tree live broadcast room.
Some netizens felt that the necklines of the anchors in the live broadcast room of the coconut tree macho were too low, but the boss of the coconut tree himself wore the same vest.
The person in charge of the live broadcast room of Coconut Tree also said that the boss specially emphasized that he could not cast the stream or buy a water army, and seeing that the live broadcast room was so good, he also called to ask the person in charge if he had spent money.
Some netizens commented that the marketing strategy of coconut palm can sell so well, it completely depends on the product is too delicious, adults do not let children drink carbonated drinks, but coconut water can.
This is even more of a place where other brands that engage in edge rubbing can't learn.
After all, if a brand does not have hard power to rub the edges of the products, it is to use the edges as a gimmick.
I would rather write the fine into the financial report budget every year, and the coconut tree has to promote its own aesthetics, which may be the personal hobby of the boss.
Coconut palm, a national drink, comes to "rub the edges", then netizens feel that this is really the boss's hobby.
To be precise, as an enterprise that only completed the restructuring of state-owned enterprises in 2007, its packaging box aesthetics stayed 30 years ago, which may instead arouse the "nostalgia" of netizens.
The coconut tree is not without thinking about embracing the future, but how it has tried to look out of place.
It's not as good as the layout style of a Word document.
04. Live broadcast is risky, and you need to be cautious when rubbing edges
Of course, the boss's hobby can't become a brand's "death-free gold medal", Qingmei models are still the aesthetics of people's professional fields, and they are still scolded by netizens.
The reason why the coconut tree leads the trend of the times with the aesthetics of 30 years ago may still hit the pain points of netizens.
A female star who is skinny as a piece of paper
In this era when men crave "masculinity" and women hate "white and thin", the macho beauties selected by coconut palm coconut water are very in line with the "correctness" of this era.
The most important thing is that the coconut tree represents the yang aesthetic of a normal person who has not been PUA by the so-called "fashion circle".
It's still the same advertising slogan:
"Men have a masculine taste, women have a feminine taste, and the coconut tree has a coconut water flavor, and the main one is an original flavor. ”
Unifying the aesthetics of male and female netizens across the country, domestic entertainment has not been done, but the coconut tree boss has done it.
According to Huanhuan, the "top male model" in the live broadcast room of Coconut Tree, when he went to the interview, it was really the boss of Coconut Tree who came for the interview, and he took off his clothes to show his abdominal muscles.
The customer service in the coconut tree live broadcast room also said that the standard for choosing a male model is more than 180cm, with muscles and abdominal muscles.
The specific height of the male stars in the mainland entertainment industry also needs netizens to compare themselves, in the coconut tree live broadcast room, there is no need to think about this problem at all, they are tall and tall.
However, live streaming is risky, and you need to be cautious when rubbing edges.
Even if you learn the "tricks" of the coconut tree, if you don't use it from the coconut tree, you may not be able to achieve the effect of the coconut tree.
If other brands want to learn from coconut palms, they first have to do their own products well.
What do you think of the coconut tree live broadcast room? Do you like the aesthetics of the coconut tree live broadcast room? Welcome to leave your opinions and opinions in the comment area.
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