In this era where traffic is king, advertising is not only the endorsement of goods, but also a reflection of culture. Advertising is a prose poem in literature, which should touch people's hearts in an artistic way, and should not become a tempter of moral margins.
However, recently, Coconut Tree Group has been pushed to the forefront of public opinion again because its advertising strategy has touched the boundary of social order and good customs, and the news of a fine of 400,000 yuan has spread, triggering a deep reflection on the boundary between business creativity and social responsibility.
Coconut Tree Group, a time-honored brand that is deeply rooted in the hearts of the people with the advertising slogan "from small drink to adulthood", its products have long become an indispensable part of the memory of countless people.
However, this time, it was accused of violating good social customs due to controversial expressions such as "rubbing milk with coconut" in the advertisement, which attracted a heavy attack from regulators.
Coconut Tree Group's response to this is full of worries and dissatisfaction:
Worried that the damage to the brand image will affect the livelihood of employees and the economic resources of coconut farmers upstream of the industrial chain;
insisted that the content accused was not for commercial purposes, but aimed at disseminating popular science knowledge and factory history education, arguing that the law did not explicitly prohibit the dissemination of such information, and its innocence was immediately revealed.
The two "dissatisfied" voices of the Coconut Tree Group are like the old saying: "Those who are clear are self-purifying, and those who are turbid are self-turbid." "It tries to justify its actions in the name of knowledge and corporate history.
Even many netizens have been upset about the Coconut Tree Group.
What about the freedom that is good, and there is no violation, how can people say that they will be punished if they are creative?
If the coconut tree is punished, are so many twisting waist and buttocks on Douyin headlines considered pornography? Why not send it?
However, in the courts of regulators, the scales tend to be more inclined to protect what they perceive as the universal values of society, rather than the interests of a single company.
In the face of punishment, the live broadcast style of Coconut Tree Group staged a "gorgeous turn".
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If the previous style was a breath of fresh air in summer, now it is comparable to a heavy padded jacket in winter, and the Middle Eastern-style outfit, wrapped from head to toe, seems to silently declare: "I have reformed and this time I am impeccable." ”
This extreme transition from "refreshing" to "conservative" is not only a direct response to regulatory rules, but also an alternative interpretation of public feedback – finding that delicate balance between commercial expression and social acceptance.
This series of events can't help but make people think: in today's pursuit of eyeball economy, how to make advertising both creative and disproportionate, can not only show the charm of products, but also not deviate from the channel of social morality?
As the ancients said: "Water can carry a boat, but it can also capsize a boat." "As a bridge between businesses and consumers, the influence of advertising should not be underestimated.
Only when business creativity and social ethics go hand in hand can we ride the wind and waves in the tide of the market and win true respect and recognition.
This lesson of Coconut Tree Group may not only be a warning to an enterprise, but also a profound reminder to the entire industry: while galloping freely within the territory of creativity, do not forget the responsibility of maintaining the social and cultural environment on your shoulders.
As Lao Tzu said: "The big things in the world must be done in detail." "Only by seeing the truth in the subtleties can we achieve a long-term brand.
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