What problems are reflected in the joint marketing of Durex and Xicha being rejected by the public? Are people gradually not paying for durex's copy?

First of all, according to the joint marketing of this "rollover", I summarized these problems:

1. The two sides of marketing: this joint marketing has really brought a very uncomfortable experience to the public, but you can't deny that all relevant media are discussing this matter at one time, and the popularity of netizens is quite high, and the publicity purpose that the brand wants has also been achieved;

2. Party B over-endorsed Party A: The "top-level copywriting" before Durex was actually made by Party B, which led to the situation that Party B directly endorsed the whole Party A. After changing partners, some people soon found that the copywriting level was not enough, and the situation mentioned in the question appeared that "everyone gradually stopped paying for Durex's copywriting";

3. The previous hats were too high: Durex's previous ones were praised by fans. As long as you send an advertisement, someone will immediately say "millions of years of copywriting" and "worship". Now the copy has changed, but it's not too bad. Durex fans, like "police", can't tolerate any mistakes in the brand and forcibly tear off the "top hat" they once brought;

4. Don't grasp the scale: Durex once cooperated with food, tea and Okamoto, but each cooperation was not as indecent as it is today. There is only one word difference between romance and indecency. In the final analysis, it is still a question of scale.

To sum up, the joint marketing of Durex and Xicha is indeed a "rollover accident" caused by poor scale control. Durex, who once relied too much on Party B, also needs to re-examine his marketing control.