为代言人婚礼推定制款“单身喝到结婚”， 椰树回应：外地可通过经销商购买

Core Viewpoint - The recent marketing strategy of Coconut Tree, featuring a special wedding packaging for its product, has generated significant public interest and discussion, highlighting the brand's unique approach to blending personal events with commercial promotion [1][5][10]. Group 1: Product Launch and Marketing Strategy - Coconut Tree has launched a wedding-themed packaging for its coconut juice, which includes a design featuring the couple in traditional attire and a playful slogan "From single to married" [1][6]. - The wedding packaging aims to convey blessings of fertility with imagery of children holding coconut juice bottles, while maintaining the brand's core message of "38 years of fresh squeezing" [1][6]. - The limited edition product has sparked demand from consumers outside Hainan, with inquiries about purchasing channels [3][8]. Group 2: Brand Ambassador and Collaboration - Actress Xu Dongdong has been a brand ambassador for Coconut Tree for 15 years, and her iconic phrase "I have been drinking it since childhood" has become a national advertising slogan [3][8]. - Xu announced that Coconut Tree coconut juice would be the exclusive beverage for her wedding, further solidifying the brand's association with her personal life [3][8]. - The collaboration between Xu and Coconut Tree is characterized by mutual respect and loyalty, as highlighted by Xu's comments on the company's leadership and their commitment to creative partnerships [10]. Group 3: Public Reception and Controversy - The wedding-themed marketing has received mixed reactions online, with some praising it as a long-term partnership while others criticize it as excessive commercialization of personal events [5][10]. - Coconut Tree's marketing style, often described as "tacky," has been a point of contention, leading to previous fines for advertisements deemed inappropriate by regulatory authorities [5][11]. - In 2024, Coconut Tree reported a revenue of 5.006 billion yuan, reflecting a modest growth of 0.12% from the previous year, alongside tax contributions of 691 million yuan, which increased by 1.32% [6][11].