After coconut tree group was deeply involved in the recruitment storm, the huge promotional pictorial of the group's first office building was replaced. Beijing News reporter Peng Shuo photographed
According to media reports, Coconut Tree Group Co., Ltd. applied for the registration of "from small" and "drink to large" trademarks on February 22 this year, involving international classification of beer and beverages. According to the enterprise inspection app, at present, the status of the "drink to large" trademark process has changed to the issuance of the notice of rejection, and the status of the "small" trademark remains in the "acceptance notice issued".
The rejection of a trademark application does not mean the end of the procedure, and according to the relevant regulations, the enterprise may choose to review. However, from the feedback of public opinion, this matter has not only been on the hot search, but also attracted many netizens to "clap their hands and say fast". For the Coconut Tree Group, what should be done now is probably not to conduct a review, but to read the public's "expression". Cutting away from "drinking from small to large" early may be the rational option.
Consumers who are familiar with coconut coconut juice are not unfamiliar with "drinking from small to large", it is an advertising slogan of coconut coconut juice. However, this "small" is not small, and this "big" is not the other. Over the years, coconut palm juice in the packaging publicity, deliberately invited large-breasted beauty "help" to attract attention; in the publicity column of its official website, there have also been articles such as "The Theory of Coconut Milk Enlarging Breasts".
Obviously, it is a food and beverage, but it is based on vulgar marketing, which contradicts the advertising law that "advertising should express content in a healthy form". Coconut palm juice implies that it has breast enlargement effect, there is no scientific basis, it can be said to be misleading or even deceiving consumers, suspected of false publicity.
On March 21, 2019, the State Administration of Radio and Television stopped some versions of the advertisement of "Coconut Palm Juice". Image source: Screenshot of the official website of the State Administration of Radio and Television
The criticism and questioning of public opinion have also activated supervision. In March 2019, the State Administration of Radio and Television suspended some versions of the advertisement of "Coconut Tree Brand Coconut Juice". In the same month, the Bureau of Industry and Commerce of Longhua District, Haikou City, Hainan Province, found that the coconut palm juice advertisement violated the good social customs and imposed an administrative penalty of 200,000 yuan on him.
What is surprising is that from the perspective of trademark registration behavior, Coconut Tree Group has no intention of "making a makeover". Admittedly, Coconut Tree Group can change the advertising content design, interpreting "drinking from small to large" to "drinking from a child to an adult".
However, it should be known that this slogan has been "polluted", especially after experiencing public opinion questions and penalties from relevant departments, it has indeed become a negative asset of the enterprise. Companies trying to "waste utilize" will only repeatedly provoke public memory, expose their own black history, and further damage their brand image.
Holding on to the slogan of "pollution", and even intending to apply for registration as a trademark, if Coconut Tree insists on "going black" on this road, I am afraid that it needs to be prepared to "go from big to small". Of course, the so-called "small" here is not only the market share, but also the image and grade of the brand.
Author | Zhang Yu (Media Person)
Edit | Li Xiaoxiao
Intern | Wei Yingzi
Proofreading | Wang Xin