Recently, Coconut Tree Group was fined 400,000 yuan again for improper advertising content, which has aroused widespread attention and in-depth discussion from all walks of life.
The history of Coconut Tree Group in the field of advertising can be described as full of twists and turns.
As early as 2009, the Coconut Tree Group was questioned for using some controversial advertising slogans, such as "I'm afraid of it, drink coconut palm pomegranate juice" and "Papaya is full and I am plump". These slogans are considered by consumers to be included in the scope of anti-pornography and anti-illegal activities.
In addition, the Coconut Tree Group was ordered to stop and fined 1,000 yuan for illegal advertising on buses in Haikou City.
By the beginning of 2019, the Coconut Tree Group's advertising slogan "I grew up drinking" was seen as vulgar, which sparked widespread public skepticism and criticism.
Although the Coconut Tree Group explained that "drinking from childhood to adulthood" only refers to drinking from childhood to adulthood, this explanation was not universally accepted by the public, and the Coconut Tree Group was eventually fined 200,000 yuan.
However, the Coconut Tree Group doesn't seem to have really learned these lessons. In 2021, Coconut Tree Group was fined 400,000 yuan again for advertising words such as "there must be beautiful and handsome guys chasing".
Although Coconut Tree subsequently removed the advertising statement and made changes, this did not prevent it from being involved in the advertising controversy again.
And the recent fine incident has pushed the Coconut Tree Group to the forefront of public opinion.
According to relevant reports, the advertisements of Coconut Tree Group used the image of state officials for commercial promotion, and contained advertising slogans that violated social order and good customs.
This kind of advertising content not only violates relevant laws and regulations, but also seriously hurts the public's emotions and arouses strong public dissatisfaction.
As soon as this matter was exposed, it immediately sparked a heated discussion on the Internet.
Some netizens believe that Coconut Tree Group knowingly commits crimes, and its advertising words are always high-profile, which obviously lacks basic respect for consumers;
There is also a view that the fine is like an advertising expense for the Coconut Tree Group, but it has increased its brand awareness; It has also been suggested that product advertising needs to be rectified urgently, and the publicity should not be exaggerated, so as not to mislead consumers.
In the face of widespread public skepticism and criticism, Coconut Tree Group does not seem to have shown deep reflection and substantial change.
The proprietress of the Coconut Tree Group even made some controversial remarks on social media, which further exacerbated the public's discontent.
So, what is the reason why Coconut Tree Group repeatedly makes mistakes in advertising?
Perhaps it is because of its excessive pursuit of advertising effect, hoping to attract the public's attention through some controversial advertising words, so as to increase the sales of products;
Or it is because they do not pay enough attention to laws and regulations and social ethics, and fail to fully recognize the far-reaching impact of advertising content on brand image and social environment.
Whatever the reason, this behavior of the Coconut Palm Group is extremely undesirable.
As an important bridge of communication between enterprises and consumers, advertising should convey the right values and information, rather than using vulgar or bad content to attract consumers' attention.
This practice of Coconut Tree Group not only seriously damaged its brand image and business reputation, but also had a negative impact on the society.
This incident has also further sparked an in-depth discussion on the regulation of advertising content.
In today's highly information-based society, how to effectively strengthen the supervision of advertising content and prevent the recurrence of similar incidents has become an urgent problem to be solved.
Relevant departments should further strengthen the review and supervision of advertisements, and should promptly discover and seriously deal with illegal advertisements, so as to safeguard the healthy development of the market and the lawful rights and interests of consumers.
The incident is also a wake-up call for other businesses.
When creating advertisements, enterprises must fully consider the legitimacy, rationality and social impact of advertising content, and must not ignore the long-term development of the brand in pursuit of short-term benefits.
Advertising should become a representative of the brand image and a conveyor of values, and should not become a potential risk and negative factor for the brand.
In the long run, this behavior of the Coconut Palm Group is obviously not conducive to its own sustainable development.
Although it may gain a certain amount of attention and traffic through some controversial advertising content in the short term, in the long run, this practice will gradually lose the trust and support of consumers, and have a serious negative impact on the long-term development of the brand.
In addition, this incident also reflects some undesirable creative tendencies in the current advertising industry.
In pursuit of eyeballs and commercial benefits, some ad creators do not hesitate to use marginal content to attract consumers' attention.
This practice not only violates the essence and original intention of advertising, but also has a negative impact on the overall values and cultural environment of society.
We must recognize that advertising is not only a means of commercial promotion, but also an important way of cultural communication.
Advertisements should convey positive and healthy values and messages, and guide consumers to establish correct consumption concepts and attitudes towards life.
Only in this way can advertising truly play its due role and make a positive contribution to the progress and development of society.
Looking ahead, we expect Coconut Tree Group to deeply reflect on its own mistakes, learn from the lessons, adjust its advertising strategy, and face consumers and society with a more positive and healthy brand image.
At the same time, we also hope that other companies can learn from this experience, always adhere to the bottom line of law and ethics in advertising creation, and provide consumers with better and healthier products and services.
In this era of information explosion, advertising is ubiquitous and pervasive.
In order to pursue short-term attention and profits, some advertisements do not hesitate to use vulgar and bad content to attract attention.
This kind of behavior not only seriously hurts the feelings of consumers, but also undermines social order, good customs and moral norms.
We must understand that a healthy and harmonious society needs the spread of positive energy and the guidance of positive values.
As an important communication medium, advertising should assume corresponding social responsibilities and should not become a promoter of bad values.
At the same time, consumers should also improve their own discernment and aesthetic level, and resolutely resist and condemn those vulgar and bad advertisements, so that those companies that try to obtain profits through vulgar content have nowhere to hide.
In addition, we cannot ignore the regulatory role of the government and relevant departments.
Government departments should further strengthen the supervision of advertisements, improve relevant laws, regulations, and regulatory mechanisms, and severely punish illegal advertisements in accordance with law, and never tolerate or accommodate them.
Only in this way can we ensure the healthy and orderly development of the advertising market and effectively protect the legitimate rights and interests of consumers from infringement.
In addition, enterprises should also realize that brand building and development is a long-term and continuous process, and cannot be in a hurry for quick success.
Only by winning the trust and support of consumers through high-quality product quality, thoughtful service and positive brand image is the key to the sustainable development of enterprises.
And those who rely on vulgar advertising to gain eyeballs and attention will end up reaping the consequences.
We hope that Coconut Tree Group can truly recognize its own mistakes, learn from the pain, actively rectify it, and regain the trust and support of consumers with a new look and attitude.
At the same time, we also hope that other companies can take warning, learn lessons, and jointly create a healthy, civilized and orderly advertising environment, so that our society will be better, harmonious and progressive.
Let's work together to create a pure, positive and healthy advertising world! Let advertising truly become a powerful force to convey beauty and promote development, instead of becoming a social criticism and hidden danger!
I believe that with the joint efforts of all of us, the future advertising market will be more standardized, orderly and healthy!