Preface
Coconut Tree Group has a new move!
Speaking of the advertisement of the Coconut Tree Group, I must have in my mind the convex and backward Southeast Asian beauties, dancing collectively.
As an advertising promoter of "Lao Rubbing", Coconut Tree takes the audience's inner preferences to death.
A few days ago, Hainan Coconut Tree Group's "coconut water rubbing milk" advertisement was fined 400,000 yuan.
But the matter is not over, new actions are made again, and the style of the live broadcast has changed abruptly, which has caused great heated discussions, and netizens have commented one after another: What a backbone!
The Coconut Tree Group was fined
This is not the first time that the coconut tree advertisement has been questioned, but the coconut tree advertisement has never been "serious".
In 2019, the product was printed with "big-breasted beauty" and was fined 200,000.
In 2021, he issued a copy that violated public order and good customs, and was fined 400,000 again.
Recently, Coconut Tree Group has been on the hot search because of advertising, and the advertising words are even bolder.
It is understood that according to the Credit China website, Coconut Tree Group Co., Ltd. not only used vulgar language such as "coconut water rubbing milk" in the selected pictures and texts published on its own website, but also used state officials to conduct marketing.
Such a practice was directly fined 400,000 yuan by the Haikou Municipal Market Supervision and Administration Bureau.
When other groups were fined, they all "should not publicize the ugliness of the family", digested the matter of the fine internally, and covered it tightly.
But the coconut tree did the opposite, and after being fined for "rubbing the edge and vulgarity", they actually issued a high-profile statement of "one worry" and "two dissatisfaction" on the fine.
In the statement, Coconut Tree said it was worried about the brand's reputation being ruined and the jobs of nearly 20,000 of the company's employees.
In addition, it is also said that "coconut milk rubbing" and "South Pacific beauties rarely have airports", which is doing popular science education, not commercial advertising
Such a reply made netizens shout: "Admit punishment, but just don't change." ”
So, why does the coconut tree advertisement make mistakes repeatedly, and what is the routine behind it?
2024-05-12Red Star News: "A body of anti-bones"! After the coconut tree was punished, the female anchors collectively wore sunscreen clothing to appear on camera?
Marketing genius
The advertising of the Coconut Tree Group has maintained this style for many years.
In many marketing strategy methods, the first time you use it is a genius, and the second time you use it is a mediocre talent, but if you use it all the time and it has been effective, it can also be called a "talented".
The coconut water of Coconut Tree is an old brand, which is sold all over the country, and most people should have drunk it.
But even for old brands, it is very difficult to maintain the popularity and occupy a place among today's many food brands.
There are countless kinds of national coconut water brands plus imports, and if they are not marketed, they will soon be forgotten by consumers.
Some people may wonder why the coconut water of the Coconut Tree Group can take the "practical" route, but it has to take the side?
This can be because "the aroma of wine is still afraid of deep alleys".
There are countless examples of this kind, just like this year's Dalilun's sentence "Great Wall cannon!" So that the unknown Great Wall Motors, how much publicity money has been saved, and even the stock price has risen a lot.
Whether you buy it or not, but the purpose of brand promotion has been achieved, many people do not know about Great Wall Motors, and they will also pay attention to this "Great Wall Cannon!" "What the hell is going on.
Publicity and marketing in the new era can no longer be like the previous advertising, infinitely exaggerating the goods, listing the advantages one by one, and unable to attract the public.
The Coconut Tree Group deeply understands this, and chooses to "save the country by curve", and after so many years, it has never met an opponent.
However, consumers have long been surprised by the coconut tree in the "rubbing" track.
The path taken by the coconut tree is indeed very effective, and in 2013, the marketing volume of the coconut tree reached 40 trillion yuan.
By 2023, the annual sales of Coconut Tree Group will reach 5 billion, and it has been growing continuously.
This illustrates two points, first of all, the coconut water produced by the old brand Coconut Tree Group tastes really good, even after more than ten years, he is still the first choice for people who love to drink coconut water.
Consumers don't care how you use marketing advertising, as long as I know the brand, recognize the taste, as long as the quality of the product is guaranteed, I will not abandon the original choice.
Secondly, this kind of "rubbing" marketing, the cost is very low, and it can also stir people's nerves at once, compared with blunt introduction advertisements, such behavior can enter the hearts of the audience more, which is the "traffic password".
As a result, many netizens ridiculed that Coconut Tree was fined this time, which was a brand promotion fee once a year.
Someone else joked: "Boss, do you think the 400,000 advertising expenses are worth it?" ”
Some netizens jokingly replied for Coconut Tree: "Coconut Tree: The punishment is good, let me apologize on CCTV." ”
As for the Coconut Tree Group, which is always fined for advertising reasons, many netizens joked that this is the advertising membership fee paid by the Coconut Tree Group.
This time, after the vulgar advertising slogan of the coconut tree was fined, it actually changed the painting style of the live broadcast!
2024-05-08Xi'an Evening News: "Coconut Milk" and "Airport", well-known brands are in trouble again...
The new live broadcast painting style is unconvinced
Many people should have seen the live broadcast of the coconut tree and the painting style of the short video.
The beauties show off their figures, wear tight tops, and are dancing simple dances, which are very sultry.
And the boys show off their pectoral muscles, with wide shoulders and narrow waists, even if they are wearing vests, they can see the strength of men.
As a result, after being fined this time, the coconut tree changed from the cool breeze of the past and directly transformed into a "Zhongdong Wind", wrapped so tightly that his face was invisible.
This "anti-bone" is really a main disobedience, and this approach has really increased the popularity of the brand.
And "men should have a masculine taste, women should have a feminine taste, coconut water has the taste of coconut water, and the main original taste" has long been deeply rooted in the hearts of the people.
But this kind of marketing strategy requires a correct attitude, and "black and red" cannot be counted as a way of "red".
The marketing of coconut palm has been pointed out by experts as a kind of marketing with legal controversy, and this marketing method is a kind of marketing carried out under the condition of clearly familiarizing yourself with the prohibition of the law, which is very undesirable.
This kind of behavior is completely on the verge of trying to touch the red line of the law, and we should change our marketing thinking and not try to profit on the road of "black and red".
Such marketing profits are short-lived, not long-lasting, and finding the right way to promote in order to achieve long-term development is something that every business should think about.
The surging news on May 10, 2024: Fined for the advertisement of "coconut water rubbing milk", #椰树: There are "one worries" and "two dissatisfactions", and there is a worry of "smashing the jobs of nearly 20,000 employees", which is popular science education, not commercial advertising
Information sources:
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2024-05-08Xi'an Evening News: "Coconut Milk" and "Airport", well-known brands are in trouble again...
2024-05-12Red Star News: "A body of anti-bones"! After the coconut tree was punished, the female anchors collectively wore sunscreen clothing to appear on camera?
The surging news on May 10, 2024: Fined for the advertisement of "coconut water rubbing milk", #椰树: There are "one worries" and "two dissatisfactions", and there is a worry of "smashing the jobs of nearly 20,000 employees", which is popular science education, not commercial advertising