五仁月饼与“生活毒打”：桃李面包的广告错在哪里？

Core Viewpoint - The controversy surrounding the advertisement for "Peach Li Egg Mooncake" highlights the ongoing challenge for companies to create engaging marketing while respecting consumer sentiments [2][3][6] Group 1: Advertising Controversy - The advertisement featured a provocative slogan that aimed to resonate with young consumers but ultimately offended many, leading to public backlash and the ad's removal [1][2] - The incident reflects a broader issue in advertising where brands must balance creativity with respect for consumer dignity, as seen in other recent advertising failures [2][3] Group 2: Company Performance and Strategy - Peach Li's financial report for the first half of 2025 shows a 13.55% year-on-year decline in revenue and a double-digit drop in net profit, while R&D investment decreased by 30.81% to only 0.4% of total revenue [5] - Despite the decline in product innovation and core competitiveness, advertising and promotional expenses increased by over 40%, reaching 42.96 million yuan, indicating a strategy imbalance driven by growth anxiety [5][6] Group 3: Creative Management and Responsibility - The incident underscores the need for improved creative management processes within companies, emphasizing the importance of consumer insights and ethical advertising practices [3][6] - Successful brands are characterized by their ability to maintain creative vitality while respecting consumer dignity, which is essential for building lasting consumer loyalty [6]