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知名品牌道歉:这次文案翻车,全是领导的责任

Core Viewpoint - The recent elevator advertisement for the Five Nut Mooncake by Tao Li Bread has sparked controversy due to its perceived preachy tone, leading the company to issue an apology and commit to a change in its marketing approach [2][4]. Group 1: Advertisement Controversy - The advertisement's slogan, "Some say Five Nuts are not tasty; we believe that is because you are still young and have not yet experienced the hardships of life," has drawn significant criticism [4]. - Following the backlash, Tao Li Bread announced that the advertisement would be gradually taken down and publicly apologized, attributing the misstep to leadership [4][5]. Group 2: Financial Performance - In the first half of 2024, Tao Li Bread reported a revenue of 5.906 billion yuan from its core products, a decline of 9.58% compared to the previous year [4]. - The company's mooncake sales also saw a decrease, with revenue of 126 million yuan, down 14.95% year-on-year [4]. - For the first half of 2025, Tao Li Bread's revenue was 2.611 billion yuan, reflecting a year-on-year decline of 13.55%, while net profit dropped by 29.7% to 204 million yuan [5]. - Advertising and promotional expenses for the first half of 2025 reached 42.96 million yuan, an increase of over 40% compared to the same period last year [5].