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[Preface]
Recently, a news of "Coconut Tree Group's female anchor wearing sunscreen clothing for live broadcast" exploded on social media, making this time-honored beverage company the focus of public opinion again.
All of this stems from a controversial incident in which the "coconut milk rubbing" advertisement was fined. Coconut Tree Group, a brand that was once popular all over the country with the advertising slogan "I grew up drinking", is now controversial because of alternative marketing methods. So, what's all this all about? Why does Coconut Tree Group always "fight against the bones" and repeatedly challenge the public's bottom line? Today, let's walk into the marketing world of Coconut Tree Group and uncover the story behind it.
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1. Advertising turmoil: Coconut Tree Group's "edge ball" advertisement caused controversy
Speaking of Coconut Tree Group, this decades-old beverage company, has always been known for its unique advertising style. However, a recent ad has thrown them into a storm. In the promotional pictures and texts published on its own website, Coconut Tree Group used advertising slogans that violated public order and good customs, such as "rubbing milk with coconut (juice)", which caused widespread controversy. Many netizens said that such advertisements are too vulgar and unacceptable.
Not to be outdone, the Longhua Branch of the Haikou Municipal Administration for Market Regulation directly imposed a fine of 400,000 yuan on the Coconut Tree Group. As soon as this news came out, it immediately sparked heated discussions among netizens. Some people expressed support for the regulator's decision to impose penalties, believing that it was a powerful blow to vulgar advertising; There are also those who believe that the punishment is too heavy, and that although the Coconut Tree Group's advertisement is controversial, it does not involve illegal acts.
Second, the response of the Coconut Tree Group: one is worried, and the other is not convinced
In the face of the doubts of public opinion and the punishment of the regulatory authorities, Coconut Tree Group did not choose to remain silent. They quickly issued a statement of "one worry" and "two dissatisfaction" to express their views. In the statement, Coconut Tree Group expressed concern about the destruction of the brand, and stressed that the relevant content it reproduced was science education rather than commercial advertising. At the same time, they also hinted that they did not fully agree with the decision.
As soon as this statement came out, it immediately sparked heated discussions among netizens. Some expressed support for the Coconut Tree Group, arguing that their advertisement, although controversial, was not illegal; Some people also believe that Coconut Tree Group is "tough" with the regulatory authorities, trying to increase brand exposure through controversy.
3. Live broadcast of wearing sunscreen clothing: Coconut Tree Group's "resistance" behavior?
Just as the advertising turmoil intensified, a video of the female anchor of the Coconut Tree Group dancing in sunscreen clothing was circulated on the Internet. This behavior was interpreted by many netizens as "resistance" or "disobedience" to the punishment. In the video, the female anchors are dressed in long sunscreen suits, wrapping their faces and bodies tightly, and dancing in front of the background wall of the "Coconut Tree Group 2024 Hainan Stability and Happiness Run" event.
This video quickly went viral on the Internet, and topics such as "the style of the coconut tree live broadcast room has changed" quickly became hot topics. Many netizens said that this behavior of the Coconut Tree Group is so interesting that people can't help laughing. At the same time, there are also those who believe that this is a marketing ploy, and that the Coconut Tree Group is using the controversy to increase brand exposure.
Fourth, netizen evaluation and discussion: mixed reviews
For this series of operations of the Coconut Tree Group, the comments of netizens can be described as mixed. Some expressed support for the views and practices of the Coconut Tree Group, believing that they dared to challenge conventional wisdom and the authority of regulatory authorities; Others have expressed opposition to the Coconut Tree Group's practices, arguing that their advertisements are too vulgar and have no regard for social impact.
On social media, netizens have expressed their opinions and opinions. Some people ridiculed the Coconut Tree Group as "a backbone", while others thought it was a marketing tool; Some support the courage and innovation of the Coconut Tree Group, while others criticize them for being too radical and risky.
5. Analysis of Coconut Tree Group's marketing strategy: Alternative marketing brings brand exposure
In fact, Coconut Tree Group has been employing alternative marketing strategies to increase brand exposure in recent years. Not only do they use bold and avant-garde expressions in their ads, but they also actively interact with netizens and create buzz on social media. Although this marketing strategy has caused a lot of controversy and questioning, it has also brought an increase in brand exposure to Coconut Tree Group.
In a way, Coconut Tree Group's alternative marketing strategy has been a real success. Their brand exposure continues to grow, and their sales continue to grow. However, this success also comes with certain risks and costs. If Coconut Tree Group does not properly handle disputes and doubts, it is likely to have a negative impact on the brand image.
【Conclusion】
With this series of operations of Coconut Tree Group, we can see that their marketing strategy is indeed unique and innovative. However, this alternative marketing method has also brought a lot of controversy and doubt. In this era of information explosion, it is not easy for brands to capture the attention of consumers. As a result, Coconut Tree Group has chosen the way to increase brand exposure through controversies and topics. While this approach has achieved some results in the short term, it also needs to be carefully considered in the long run.
As a time-honored beverage company, Coconut Tree Group should pay more attention to brand image and social responsibility. While pursuing brand exposure, it is also necessary to pay attention to the needs and feelings of consumers. Only in this way can we win the trust and support of consumers and achieve sustainable development.