Preface
Brothers and sisters, Blue Moon is dead again! This time it's not about "insulting my mother", but about finding "Douyin's hottest husband and wife file" to bring goods, what is the result? sold 100 million in half a day, but he made himself miserable! What? Unbelief? Let's take a look at how this "clown in the laundry detergent world" washed himself into an "old white job"!
First, the elevator advertisement aroused public anger
Blue Moon's operation is really laughing! They put up an advertisement in the elevator with the content "Guangdong couple 630 challenge to sell 10 million bottles". Good guys, what are you trying to do? Netizens watched the direct fryer: Does this have anything to do with me?
Seriously, this advertising logic is outrageous. What does an Internet celebrity challenge to sell goods related to consumers? Could it be that you want everyone to come together to assist? Did Blue Moon's marketing team drink too much of their laundry detergent?
What's even funnier is that the ad doesn't mention any benefits of the product at all. Hey, Blue Moon, can your laundry detergent be cleaner? Could it be more convenient? That's what we care about, right?
Netizens are not vegetarians, and immediately began to complain in various ways. Some people say that this is "micro-business advertising", and some people directly ask, "Challenge to earn money from each of you?" Tsk, that's spicy enough.
To be honest, Blue Moon's trick is really self-inflicted. Do they think that finding an internet celebrity will make people willing to pay for it? That's naïve! Consumers are not stupid, so why should they pay for your KPIs?
This is a wake-up call for brands: don't take yourself too seriously, let alone underestimate the intelligence of consumers. If you want to do a good job in advertising, you still have to seriously think about what consumers care about, rather than showing off the data in a self-congratulatory way. Blue Moon, Blue Moon, you really made yourself miserable this time!
2. The scene of the overturning of the Guangdong couple with goods
Blue Moon is really big this time! Find the "Douyin hottest husband and wife file" Guangdong couple to engage in live broadcast and bring goods, and as soon as they come up, they will enlarge the trick: 5,000 iPhones are crazy to send! also smashed more than 40 million investment budget! Tsk, this battle is really going to burn money as paper money.
Do you think this will make consumers pay obediently? How naïve! Netizens are not so easy to fool. The live broadcast room is lively, but there are doubts in the comment area. "Can you really win?" With so many mobile phones, it can't be a knockoff, right?" Look, the brains of these "Diao people" are enough for Blue Moon to drink a pot.
Don't think you can buy favorability by burning money. The Guangdong couple has set a record of "selling 100 million in half a day", but how much water is behind this number? Netizens are very good, who knows if it is data fraud?
What's worse is that the Cantonese couple itself is controversial. The product quality problems and fake goods that were brought before, these black histories are still in the memories of netizens. Blue Moon, didn't you do your homework? Looking for such a controversial Internet celebrity endorsement, isn't it digging a hole for yourself?
To put it bluntly, Blue Moon's wave of operations is a typical "rich and capricious". thought that throwing money could make a good reputation, but the result? On the contrary, it makes people think that your family is not in decline, so you engage in this kind of marketing.
This incident has sounded the alarm for major brands: no matter how much budget you have, you can't afford to make products and services with heart. Consumers' eyes are bright, don't think that you can use a few apples to press people's IQ to the ground and rub it. Blue Moon, wake up and stop daydreaming!
3. Whether the brand image is whitewashing or blackwashing
Blue Moon: What's going on? From "insulting my mother" to "burning money", he pushed himself into the abyss step by step. Remember that "make mom's laundry easier" ad not long ago? I wanted to please consumers, but I was scolded so much that I was bloody. Netizens shouted: "This is 2023, not 1923!"
This time, I was looking for Internet celebrities to burn money and bring goods, and I pushed myself into the fire pit. 5,000 iPhones will be sent, is this trying to learn from Jack Ma? It's a pity, consumers are not stupid, who believes you?
Brand image? Not to mention, it's self-destructive. I wanted to wash white, but I didn't expect it to get darker and darker the more I washed it. Blue Moon, are you making too much laundry detergent and washing your brain?
Look at other brands, Mother's Day advertisements are shouting "Mom is on holiday", Blue Moon is good, and laundry detergent will be sent directly. This is not a disguised way to tell the whole world: Hey, mothers, it is your duty to do laundry!
Look at this "burning money and bringing goods" again, find a controversial Internet celebrity, and make it look like a micro-business. Blue Moon, do you want to lower your grade?
Seriously, Blue Moon's operation is simply interpreting the words "self-made smart" with practical actions. The marketing overturn again and again is not whitewashing, but digging its own grave.
Fourth, Blue Moon, Blue Moon, are you going to be a consumer's father?
Blue Moon really took the "daddy" marketing to a new height this time! Looking at their advertisements, they are simply saying to consumers: "Good, listen to Dad!"
This is an advertisement, it is clearly preaching. "Make it easier for mom to do laundry"? Come on, what age is this, and washing clothes is still a mother's job by default? Looking at this "Guangdong couple challenge to sell tens of millions of bottles", it is even more outrageous. When we buy laundry detergent, we care about whether it is clean or not, and we don't see who sells more!
Blue Moon, do you think consumers are three-year-olds? Need you to teach what to buy and how to buy it? Wake up, today's consumers are savvy!
Isn't this kind of high-minded attitude a proper "daddy"? Who does Blue Moon think she is? Consumer's dad?
Seriously, when I saw this kind of advertisement, I wanted to ask Blue Moon's marketing team: Do you never have contact with ordinary people? Do you know what people think now?
What do consumers want? It's a product that really solves problems, it's respect, it's an equal dialogue. But Blue Moon is good, holding the shelf all day long, as if she is amazing.
Ladies and gentlemen, tell me, is this kind of "daddy" advertisement particularly disgusting? Isn't it time for Blue Moon to reflect on whether she is selling laundry detergent or showing off her cleverness?
If this continues, Blue Moon is afraid that she will "wash" herself into an old white worker. Everyone, what do you think Blue Moon should do to change this "daddy" problem?
epilogue
Blue Moon's series of marketing mistakes really taught us a vivid negative lesson. From "insulting mother" advertisements to "burning money to bring goods", and then to the marketing strategy of "daddy" everywhere, Blue Moon always seems to be able to step on the pain points of consumers, but not in a positive way.
This reminds us that we should not only focus on our own happiness in marketing, but also think from the perspective of consumers. Don't always educate consumers, listen to them. Brand image is not built by throwing money at it, it requires sincerity and wisdom.
Ladies and gentlemen, do you think Blue Moon can still be saved? If it were you, what medicine would you prescribe to Blue Moon? Feel free to talk in the comment section, maybe your ideas can help Blue Moon tide over the difficulties! Remember, good marketing should be quiet, not loud. Let's look forward to Blue Moon learning from the pain and winning the hearts of consumers again!