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桃李月饼广告玩梗翻车致歉撤稿
Bei Ke Cai Jing· 2025-09-05 13:06
桃李月饼这则"生活毒打论"广告不仅没能打动消费者,反而引发群嘲,最终草草收场。这场"自杀式"传 播,看似是营销文案的失算,实则暴露了老品牌在新消费时代与用户需求的脱节,在流量焦虑下的营销 乱阵。 #桃李月饼也尝了回生活的毒打##桃李月饼玩梗被舆论毒打并不意外#【桃李月饼"生活毒打论"被舆 论"毒打",并不意外| 新京报快评】 "因为你还年轻,还没饱尝过生活的毒打。" 近日,桃李面包(603866.SH)因为一则"生活毒打论"月饼广告陷入了舆论漩涡。 据新黄河报道,有网友反馈,这则广告9月1日悬挂在当地电梯间里,被认为同时冒犯了爱吃和不爱吃五 仁月饼的两拨人,在网络上引发巨大争议。随后,有消费者发现,桃李面包已悄然撤下该广告,换上了 风格完全不同的新版物料。 9月5日,桃李面包官方微博致歉表示:我们文案翻车了,确实是领导拍的板,这个锅只能他来背。在此 鞠躬道歉,他现在正在接受"现实毒打"。另外还称,"批评我们都接受,反思也在进行中"。 "我中秋是来享受快乐的,不是来花钱挨训的",网友的点评的确很尖锐,甚至有人将桃李的这次营销定 义为失败的"PUA式营销",表示要"拉黑"。 这是桃李面包营销"剑走偏锋"之后"跑偏 ...
桃李月饼“生活毒打论”被舆论“毒打”,并不意外| 新京报快评
Xin Jing Bao· 2025-09-05 09:35
Core Viewpoint - The controversy surrounding the "life beating theory" mooncake advertisement by Taoli Bread highlights the disconnect between traditional brands and modern consumer expectations, leading to significant backlash and a rapid retraction of the ad [2][3][4] Group 1: Advertisement Controversy - Taoli Bread's advertisement, which was perceived as offensive to both mooncake lovers and haters, sparked widespread criticism on social media, resulting in the company quickly replacing the ad with a different style [2][3] - The official apology from Taoli Bread acknowledged the failure of the advertisement and indicated that the leadership would take responsibility for the misstep [2][3] Group 2: Marketing Strategy and Consumer Response - The failed advertisement reflects a broader issue of traditional brands struggling to connect with younger consumers in the current marketing landscape, leading to what some have termed "self-destructive" marketing strategies [3][4] - Despite attempts to resonate with younger audiences through creative advertising, the execution has often resulted in awkwardness and misunderstanding, indicating a misalignment with consumer sentiment [3][4] Group 3: Financial Performance - Taoli Bread has faced declining financial performance, with net profits decreasing for four consecutive years and a reported double-digit decline in both revenue and net profit for the first half of 2025 [3][4] - The mooncake business specifically has seen a nearly 15% revenue drop in 2024, further compounding the company's challenges [3]
桃李月饼“生活毒打论”被舆论“毒打”,并不意外
Xin Jing Bao· 2025-09-05 09:31
Core Viewpoint - The recent controversy surrounding the "life beating theory" mooncake advertisement by Tao Li Bread highlights the disconnect between the brand and consumer expectations in the new consumption era, revealing the challenges faced by traditional brands in adapting to modern marketing strategies [1][2][3] Group 1: Marketing Strategy - Tao Li Bread's attempt to connect with younger consumers through creative advertising backfired, leading to public backlash and criticism [2] - The "life beating theory" advertisement was perceived as offensive by both mooncake lovers and detractors, resulting in a significant negative response online [1][2] - The company acknowledged the failure of the advertisement and issued a public apology, indicating a willingness to learn from the incident [1][3] Group 2: Financial Performance - Tao Li Bread has experienced declining financial performance, with net profits decreasing for four consecutive years and a double-digit drop in revenue and net profit reported for the first half of 2025 [2] - The mooncake business specifically faced a nearly 15% revenue decline in 2024, indicating ongoing struggles within this product line [2] Group 3: Brand Positioning - As a publicly listed company, Tao Li Bread is expected to maintain high standards in its advertising and marketing efforts, aligning with its brand identity [3] - The backlash from the advertisement serves as a warning for traditional brands to avoid blindly following trends or attempting to mimic internet culture without a clear alignment to their brand values [3]