A creative advertisement with a pleasant appearance issued two apologies overnight!

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The tea face is once again on the hot search list of Weibo.

On the evening of Feb. 19, Tea Beauty sparked a heated discussion on Weibo after being accused of insulting women, followed by a statement of apology on Weibo.

The cause of the incident is this: a Weibo blogger posted a message and said on the official Weibo: "the consumer is a female brand, why are you playing games like this?" What are you looking for "? And posted several pictures that are suspected to be pleasing copywriters.

In response to the advertisement slogan "picking up baskets" on the cup, which was accused by netizens of insulting women, Tea Beauty issued an apology at 21:21 in the evening, saying: "We would like to sincerely apologize to all friends for the bad impression caused by the improper sentence of 'picking up baskets' on the theme of Changsha dialect."

The first apology issued by the official blog with a pleasant face

In the above statement, the tea face said: "this storm is due to the lack of a good grasp of the scale in the creative process, the lack of creativity that will not produce ambiguity, and the failure to take into account the differences in the understanding of dialect slang in different regions." he also said that he would immediately recall this batch of Changsha dialect theme mugs and seriously reflect on the reasons behind the incident. From the creative scale, creative management, product management and other aspects to improve the work. " However, the incident was not quelled by the amorous apology. A few minutes later, netizens commented under the Weibo asking for a pleasant smile to explain more products suspected of being improperly copied, and the matter continued to ferment.

Subsequently, the tea face responded to the questions raised by netizens in the comments: "We have taken the relevant products offline in the course of 20 years of self-examination of the tea bags and other products mentioned by my friends in the comments. Thank you for your supervision.

This round-and-forth response did not further ease the matter, some netizens pointed out: this apology statement "avoid the important and take the light".

In response to the suggestion made by some netizens: "avoid the important points and take the light seriously", the tea face issued a second apology in the early morning of the 20th.

As of press time, the Weibo post had attracted 160 million readers. # Cha Yan Yueli issued an apology again # said: "We hit the board in the last article, I'm sorry." It is really naive to respond to evading old things in the last post. We are well aware that it is slow and pale to express our apologies now, but we would like to express our apologies again, our attitude of positive reflection, and our determination to correct our mistakes.

The second apology issued by the official blog with a pleasant face

In this statement of further apology, the smiling face is to clarify the relevant instructions and handling plans for inappropriate copywriting products. "Tea bags with inappropriate copywriting and other products with similar problems" were created between 2014 and 2015, and early brands continued to expand their possibilities and misgrasp the boundaries of creation, Chayan said. They mistakenly regard shivering dexterity and sexual relationship as creative inspiration. In addition, Chayan also mentioned that there were great differences within the company at that time after these products were launched. Therefore, in the follow-up self-inspection and self-correction, the products with similar problems are taken off the shelves immediately. I wanted to keep a low profile, but now I know very well that we need to face the problem more honestly and explain it to the public. Looking back on the whole incident, the reason why the tea-looking incident became popular on Weibo was "improper advertising creativity". In fact, making creativity in marketing to win the attention of the public is one of the marketing ways for many enterprises to move forward, but it is nothing new for brand marketing to turn over because of inappropriate creative marketing programs. Finally, no matter what brand, want to win more consumer love, creative creation is indeed important, but unlimited creation, no boundary creativity can sometimes be counterproductive, as the people's Daily online review said: brand marketing should also grasp the boundaries of humor.

In this incident, from the perspective of brand marketing, it is worth thinking that when brands want to get consumers' attention through creative advertising, they should also consider the values spread behind the products. Brands not only sell products, but also convey the correct values of the brand to consumers in addition to meeting the needs of consumers. After all, consumers need brands and products with healthy values more than creative advertising. * Photo Source: the official Weibo network