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Original title: The Coconut Tree Group under investigation must have a local corporate image that matches that of the Free Trade Port.
Coconut Tree Group is Hainan’s “established brand”. When Hainan is building a free trade port and international tourist island, those “established brands” should take the lead in establishing a local corporate image that matches the future development of Hainan.
After the Coconut Tree Group announcement “came back” again, it ushered in a response from the supervisory level. On March 31, the Hainan Provincial Market Supervision Office launched an investigation into the Coco Group’s alleged illegal advertisements and determined that the content posted by Coco Group violated the relevant provisions of the Advertising Law and caused adverse social impact. However, according to Beijing News, on April 2, the Coconut Group’s official microblog published the “School Re-registration of Coconut Group Director of Training and Deputy General Manager.”Weibo, Has not been removed.
The Coconut Tree Group was brought up for investigation and, as the public expected, it also reflects the “do something” attitude of local regulatory authorities. “When you go out and play vulgar ads, you’ll have to return it sooner or later.” Combined with their consistent performance, this time Coconut Tree Group is about to “give it back.”
The Coconut Palm Coconut Juice package always says “Dare to promise not to use coconut milk or add flavor.” The product may not be “added”, but Coco ads have always liked “additives” or harmful additions.
The “combination” of black packaging, white characters, and hot beauties that have been used for many years often makes people feel like they are “traveling through time and space,” but it’s just a matter of aesthetic taste; “curvy, white, tender and plump”, “drinking from childhood to grown up” and other copywriting, then it is a question of values. In the end, it is really embarrassing that the flagship product of a well-known company has entered the public eye again and again due to vulgar advertisements.
It is intriguing that although it has been identified as “suspected illegal”, the relevant advertisements are still prominently displayed on the official Coconut Tree Group microblog. In a telephone interview with a media reporter, the relevant official also strongly stated that “the authenticity of the content we publish is not a problem.” Compared to superficial ad content, such a tough stance is disconcerting.
There is no doubt that the illegality of corporate advertising is fundamentally a corporate act. However, it must also be seen that the image presented to the outside world by many well-known companies, especially local iconic companies, will also have a certain “representation”, believing that it reflects the level and level of the local corporate image.
Take the Coconut Tree Group for example. For those vulgar advertisements that have been criticized, the main body of the Coconut Tree Group is the Coconut Tree Group, and the company should be held accountable for it. But according to the perceptual thinking of some people, Coconut Tree Group is Hainan and on the one hand it also represents the image of a local company in Hainan.
This also raises a question: in the context of vigorous construction of a free trade port and international tourist island, what kind of local corporate image does Hainan need?
As China’s largest special economic zone, Hainan has the unique advantages of implementing comprehensive deepening reforms and experimenting with the highest level of openness policies. The construction of the Hainan Free Trade Port carries the important mission of building an opening flag and an important opening gate. In May this year, the first China International Consumer Goods Exhibition will be held in Hainan, and the first negative cross-border service trade list will also be launched in the Hainan Free Trade Port …
When Hainan is actively building an international “dual cycle” center to attract domestic and foreign companies to “come in”, the “relapse” of coconut advertising has to make people think of a serious question: what kind of image they must “walk local businesses”. in “Exit?
This question may not be easy to answer. But the truth is that the place needs a local company image that matches the location and positioning of the Hainan Free Trade Port. As a “consecrated brand”, it should be especially a demonstration in this regard, rather than lowering the bar.
In fact, many people are familiar with the Coconut Tree Group. The flagship product, Coconut Tree coconut juice, is also a common drink that has entered national memory. However, compared to the product formula that has not changed for many years, Coconut Tree Group advertisements have been skewed over and over again in recent years and thus repeatedly become the focus of the public criticism. For Coconut Tree Group, it may be necessary to realize that such advertising creativity and the brand image it represents are not only a derogation for the company itself, but also a damage to the overall image of the Hainan Free Trade Port.
After all, vigorously building a free trade port means that more and more domestic and foreign companies will settle in Hainan; Building an international tourist island means that more and more tourists from all over the world are coming for sightseeing. If what is being presented to you for the first time is a vulgar and vulgar advertising idea, it will not only make people feel bad, but it can also cause some concern.
At this time, in the face of the vulgar advertising creativity of the Coconut Tree Group, the hand of responsibility has been raised high. This is not only to save the reputation of a company, but also to maintain the image and development of a region. This is also a wake-up call for the coconut group: if harmful “additions” cannot be removed, even coconut milk will inevitably lead to a “sour wine.”
(Source: Beijing News)
(Editor in charge: DF513)
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