How to read Jiaduobao’s Four Sorry

Jiaduobao: Sorry! Wong Lao Kat: Doesn’t matter?

Both sides are involved in a Weibo marketing war

The all-round protracted battle between Jiaduobao and Wanglaoji has finally reached Weibo from channels, advertising, and lawsuits. A few days ago, the Guangzhou Intermediate People's Court sued for an injunction to stop Jiaduobao's advertising slogan. To this end, Jiaduobao posted four "I'm sorry" on Weibo, and someone quickly responded with a set of "It's okay" on behalf of Wong Lao Kat! Netizens shouted "together". Marketing experts believe that this entertainment is humorous and does not lose the opinions of various parties, triggering the media, celebrities and netizens to repost it for free, which can be described as a "win-win" successful marketing campaign.

Jiaduobao:

To achieve the effect of "win the hearts and minds of the people before winning the lawsuit"

"I'm sorry, we were too stupid, it took 17 years Only then did China's herbal tea become the only brand comparable to Coca-Cola. "Sorry, we are incompetent. We can sell herbal tea, but we can't litigate." Recently, a series of "grievances" for Jiaduobao have attracted attention on the Internet. However, Jiaduobao officials did not want to comment too much on the above copywriting.

A person close to this incident told our reporter yesterday, "The crying baby in the advertisement made many netizens feel more sympathy for Jiaduobao's experience." Jiaduobao hopes to use the Internet Marketing achieves the effect of "win the hearts and minds of the people before winning the lawsuit" for itself.

The above-mentioned person said that although the "renamed version" advertisement encountered obstacles after the injunction was issued in the lawsuit, Jiaduobao still tried its best to get consumers to call out the name loudly.

Wong Lao Kat:

We should respond if the other party wants to "apologise"

After the release of Jiaduobao's four "Sorry" series of advertisements, it immediately encountered feedback from netizens. The four "It doesn't matter" were produced by Wong Lao Kat: "We have to win, the herbal tea has to sell well, and we can't lose the lawsuit." "It's us who are so embarrassed. It took us 17 years to understand that the Chinese herbal tea left by our ancestors requires careful care. Business." Wait.

In this regard, the reporter called Wong Lao Kat yesterday, but the other party did not respond directly. "We do not admit or deny whether the 'It's Okay' series was actually produced by us, but if Jiaduobao really apologizes like this, we should indeed reply: 'It's ok!'" said an insider at Guangzhou Pharmaceutical. The source said: Wanglaoji is willing to accept Jiaduobao's apology and choose "forgiveness" and "tolerance." As of press time yesterday, Wong Lo Kat’s official Weibo had not responded to the matter.

Analysis: The injunction triggered Jiaduobao’s “counterattack”

In fact, all this stems from a recent lawsuit. On January 31, the Guangzhou Intermediate People's Court issued an injunction ruling, ruling that the defendants such as Guangdong Jiaduobao Beverage and Food Co., Ltd. should immediately stop using "Wanglaoji renamed Jiaduobao" and "the country's leading red canned herbal tea renamed The act of advertising for "Jiaduobao" or advertising slogans with the same or similar meaning.

In this regard, both Jiaduobao and GPHL held media communication conferences on this ruling. Jiaduobao insisted that the content of the ruling was "unacceptable", while Wonglaoji took a tough stance. At the press conference It also requires the majority of media and channel operators to voluntarily give up the use of the slogan Jiaduobao.

As for Jiaduobao’s “Sorry” series, some industry insiders believe that this is likely to be the beginning of Jiaduobao’s “counterattack”. It cannot be ruled out that this series of Weibo posts is for subsequent “appeals” Public opinion builds momentum.

A marketing expert commented: "Jiaduobao has launched a series of tragic 'Sorry' ads this time, playing the emotional card, and someone else quickly responded to Wong Lo Kat with the 'It's Okay' series. The two are tit-for-tat and not lacking. It can be said to be a battle full of smoke but light and funny. Many netizens, even the media and celebrities are actively helping to promote the two. It can be said to be a win-win situation to a certain extent. ”