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- Source/Night Deep Finance
- Author/Night Deep Finance
There are thousands of marketing methods, and rubbing the edge is a shortcut.
Coconut palm coconut water is well versed in this principle, focusing on rubbing the edge for 36 years, repeatedly rubbing and punishing, and repeatedly punishing and rubbing.
No, the 2024 progress bar is almost halfway through, and the annual large-scale repertoire "The Beginning of the Coconut Tree" has been released again.
01
Recently, coconut palm coconut water has been "punished" on the hot search again.
This time, coconut palm coconut water was listed as "two deadly sins" this time:
First, the advertising slogan violates public order and good customs.
The slogan on the homepage of the coconut tree official website uses expressions such as "rubbing milk with coconut" and "South Pacific beauties rarely have 'airports'".
Source: Xiaohongshu netizens
Second, the copywriting is suspected of violating the provisions of the Advertising Law.
The promotional pictures and texts published on the Coconut Tree website appeared about the country's leaders, and the bright red letters indicated that "Coconut Palm Coconut Water and Volcanic Rock Precious Temple of Heaven Mineral Water Have Received Heads of State and Political Dignitaries from More Than 100 Countries", which was accused of using state officials for commercial marketing.
Source: Coconut Tree Group's official website
According to the advertising law, "rubbing milk with coconut can make breasts full" is easy to mislead consumers to drink coconut palm has the effect of breast enrichment, and it is also very inappropriate to use national leaders to endorse the brand, so it is indeed not innocent to see that coconut tree was fined 400,000 yuan.
Different from the treatment of other brands that were fined, Coconut Tree was fined 400,000 yuan and rushed to the hot search, there were no doubts and complaints, netizens collectively blossomed, and they turned into jokers to set off a carnival of memes.
The coconut tree is "habitually punished", and I seriously suspect that the report call was made by myself, right?
The fine is small, the national notification is big, and the row cannot be less.
With an annual expenditure of 400,000 advertising expenses, Coconut Tree makes a steady profit.
There are also many netizens who said that since the fine has been paid this year, they are looking forward to the performance of the coconut tree next, which makes people cry and laugh.
It is not difficult to see that a heavy penalty worth 400,000 yuan is like kicking cotton, and under the doting halo of netizens, the lethality of coconut trees is about equal to nothing.
It even saved millions of advertising dollars, and every time the coconut tree was fined, the brand exposure and discussion rose gradually, just like waking up the user's timed alarm clock, don't forget to have a bottle of coconut tree.
was heavily punished out of the circle, and the coconut tree won again.
02
I thought it would end with a hilarious joke, but I didn't expect the coconut tree to take advantage of the situation and be determined to win back a city for himself.
Not long after being "punished" on the hot search, the official Coconut Tree Group issued a response, full of two big words - "grievances".
Source: Coconut Tree official website
The Coconut Tree statement pointed out that the controversial texts such as "rubbing milk with coconut palms" and "South Pacific beauties rarely have 'airports'" were not written by themselves, but quoted from Hong Kong's "Oriental Daily" science education article, and the article "Coconut Water Enlarges Breasts" was published in 2009, not recently.
Source: Screenshot of the history of the official website of Coconut Tree
Does this tone look like a battle in the rice circle? Digging out old materials, suggesting that it is an action with ulterior motives for "home".
Regarding the second point of controversy, Coconut Tree said that it was a record of the "factory history" change, reflecting the major historical stage of the company's development, and there was no intention of marketing and publicity.
I have to say that the coconut tree's response is full of "tea flavor".
While telling his grievances, expressing his dissatisfaction, and stimulating the public's pity.
On the one hand, the hard power of the brand is shown between the lines, and the macro perspective narrative such as solving employment problems and policy support is showing the identity of the national enterprise and sublimating the brand height.
The coconut tree shouted grievances and adhered to its original intention to the end, once again setting off a wave of public opinion.
In this regard, netizens commented spicily: One dollar is broken in half, and 400,000 yuan has to be advertised twice.
It seems that the current environmental marketing budget is tightening, and even the coconut tree is beginning to live a careful life.
03
Looking back on the "rubbing history" of the coconut tree, you will find that the brand personality of the coconut tree is standing tall, and even becoming more and more courageous.
Criticism and fines are not important, the side must be wiped.
In 2009, Coconut Tree was fined 1,000 yuan for posters on the bus, such as "Papaya is full and I am plump", "I'm afraid I can't do it, drink coconut tree brand pomegranate juice".
Source: Weibo netizens
In 2016, Coconut Tree launched a "breast mold bottle" mineral water, designed by the CEO of Coconut Tree himself, nakedly made the bottle into the appearance of a woman's body, once it was put on the market, it was objectified, and it was accused of objectifying women and vulgar advertising.
In the face of criticism from public opinion, Coconut Tree still goes its own way and never bows its head and admits defeat.
Not only is the generous response to the "pleura bottle" to show female beauty, but also the combination of product and art.
Source: Coconut palm coconut water
even deliberately hung a big-character poster at the gate of the company, insisting that there is nothing wrong with appreciating the wonderful human body and defending the brand aesthetics.
Source: Weibo netizens
In 2019, the advertising video of the coconut tree "white and tender" and "drinking from childhood to adulthood" was fined 200,000 yuan.
Advertising before rectification
The slogan "Drink from Little to Big" was also accused of using breast enhancement as a selling point of coconut water products, which was suspected of false propaganda and was once in danger of being banned.
In order to keep the trademark, Coconut Tree tried its best to defend that "drinking from small to big" means that Coconut Tree accompanies and witnesses the growth of consumers all the way, and shows off its brand status fiercely.
Ads before and after rectification
Even if it is a job advertisement, the coconut tree must be "wiped to the end".
"There is a car, a house, a high salary, there must be beautiful women and handsome guys", the simple and crude text, like a street scammer advertisement, created the "northern Burmese style" advertising style.
Source: Coconut Tree Group's official WeChat
In the end, the regulatory authority determined that the advertisement violated good social customs and issued a fine of 200,000 yuan to Coconut Tree.
Last year, Coconut Tree tried live broadcast for the first time, but was constantly pinched halfway, and simply broke the jar and broke it just to wipe the edges.
After the female anchor Rewu was questioned about "objectifying women", Coconut Tree recruited "180 male models" overnight, allowing muscular hunks to wear tights to lift dumbbells, show muscles, and do push-ups, focusing on objectifying every gender equally.
Source: Douyin
It has created a new wild way, which has made many brands such as Shuyi Xiancao, Wanghawthorn, Jierou, Guerlain, Ora Automobile and so on follow up, and a menacing menacing male marketing boom has swept the brand circle.
Source: Douyin
This year, the design of the coconut tree wall calendar printed with many bikini beauties and macho men exploded, and was complained by netizens that the pictures were vulgar, comparable to the "18 forbidden erotic photos", and fell into a storm of public opinion.
Source: Xiaohongshu netizens
In response, the Coconut Tree Response Calendar is not for sale and is only for internal preservation.
The implication is that if you hang it at home, outsiders can't control it, and you are as tough as ever.
Spokesperson Xu Dongdong also said domineeringly, "There is no shame in showing the beauty of the body, there is no need to code my swimsuit", facing the marketing controversy.
In addition to the boss's ability to pay a fine, it also lies in the healthy aesthetics of the coconut tree.
Whether it is the product packaging, wall calendar design, or the style of the live dance, it aims to express "men have a man's taste, women have a woman's taste, coconut water has the taste of coconut water, and the main taste is original".
At present, the voice of healthy aesthetics is "breaking the wall", and unhealthy and sick aesthetics such as "white, young and thin" are being abandoned. The sunny and cheerful image of the coconut tree accurately stepped on the craze of the return of mainstream aesthetics.
Source: Douyin
Of course, hard power is the biggest confidence of the brand.
With its excellent product strength, Coconut Tree has created a myth of "explosive product" that has lasted for 36 years, and has truly become an "evergreen" in the beverage market.
In the face of hard power verified by the market, brand building is just "icing on the cake".
The latest data shows that last year, coconut trees successfully broke through the 5 billion mark by relying on "edge marketing", and achieved significant growth in offline sales under the condition of increasing pressure on the real economy and weak market demand.
After 14 controversial hot searches and 200 live broadcasts, Coconut Tree frequently found its own marketing position and went further and further on the road of black and red.
Now, the coconut tree can't quit the "rubbing addiction" at all.
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