Mother's Day is approaching, and many companies have launched various advertising campaigns as early as possible, hoping to set off a consumption boom during the festival.
However, the Mother's Day advertising copy of the well-known daily chemical brand Blue Moon has caused a lot of controversy.
Many netizens reported that in the advertisement for the laundry detergent elevator newly replaced by Blue Moon, words such as "make mother's laundry easier, more labor-saving, and more worry-free" and "Mom, you use it first" seem incompatible with the blessing of "I wish all the world's mothers 'Happy Mother's Day'" under the advertisement.
In the festival of thanking the mother and realizing the mother's love, the mother was tied to housework such as laundry, especially the expressions such as "Mom, you use it first", which made many netizens feel dissatisfied and offended, and complained and criticized the advertisement for being out of place, and suggested that the advertisement be taken down.
On the morning of May 6, a reporter from Jinguan News called Blue Moon's 24-hour customer service hotline as a consumer and reported on the controversy caused by its Mother's Day advertising copy. The customer service said that the original intention of the advertisement was to express gratitude to the mother, but he did not expect to cause such a misunderstanding. When the reporter asked how Blue Moon would deal with the controversial advertisement in the future, the customer service said that the relevant issues had been reported.
Subsequently, the reporter called the customer service hotline again as a media member and expressed his request for an interview. The customer service replied that it attaches great importance to related issues, and the reporter's interview demands will also be registered and reported, and the relevant departments of the company will evaluate and deal with them. As of press time, no relevant reply has been received from Blue Moon about the interview.
The reporter noticed that in the comment area of a post complaining about the controversial advertisement on a social platform, Blue Moon customer service responded with a message:
Thank you for your interest and feedback, and sorry for the misunderstanding. Our original intention was to express gratitude to the mother, never thought to cause such a misunderstanding, laundry is a part of life, for the people you love, for the people who love themselves, or for the people who love themselves to wash, no matter who washes for whom, that is full of love, in this beautiful festival, we hope to present our own high-tech supreme products, gift every mother, every family, this gratitude may not be expressed in place, Xiaolan here immediately report, thank you very much for your feedback, look forward to bringing you and the majority of consumers a better experience。
It is understood that the Blue Moon brand was born in 1992, and its main business covers three categories: clothing cleaning care, personal cleaning care and household cleaning care. In 2020, Blue Moon Group Holdings Limited was successfully listed on the main board of the Hong Kong Stock Exchange, becoming the first large-scale daily chemical company in the mainland to go to Hong Kong. On March 26, Blue Moon Group disclosed its 2023 results, saying that its annual revenue was HK $7.324 billion, and the net profit attributable to the parent company was HK $325 million.
Chengdu Daily Jinguan News Planning Jinguan Lab Text: Xie Xiadong Editor: Ye Bing, Dai Aicen (Intern Chen Tian also contributed to this article)