Core Viewpoint - Swisse faced significant backlash due to an inappropriate advertisement, leading to a public apology from the brand for failing to supervise third-party collaborators adequately [2][4]. Group 1: Incident Overview - On April 17, Swisse issued an apology letter addressing the negative impact caused by inappropriate remarks in an advertisement that included phrases like "that Naranaqi's same style" and "backfall to Yushi" [2]. - The controversial advertisement was posted on Xiaohongshu and quickly garnered over 100 million views, sparking intense discussions among fans and netizens [4]. - Following the backlash, Swisse's official account stated that they would terminate all business cooperation with the third-party agency responsible for the advertisement [4]. Group 2: Brand Background - Swisse is a global nutrition brand founded in 1969 by Kevin Ring, and its parent company, Health and Happiness Group, has faced multiple issues in the past [2][5]. - The brand has been involved in 395 complaints on the Black Cat Complaint platform, indicating ongoing consumer dissatisfaction [2]. - Swisse's products have been criticized for exaggerated claims, particularly regarding their milk thistle choline tablets [2][6]. Group 3: Market Position and Strategy - The brand's marketing strategy involves using celebrity endorsements to enhance brand recognition and consumer trust, but the recent incident has raised questions about the effectiveness of this approach [3]. - Swisse entered the Chinese market in 2016 and has expanded its presence across various e-commerce platforms and physical retail locations [6]. - Despite the expansion, the brand has faced numerous complaints related to product quality and misleading advertising [6][7].
斯维诗代言 “翻车”：广告语 “拉踩” 《封神》男主，致歉背后问题重重