Why are coconut milk advertisements accused of being too dirty?

Recently, a group of coconut juice advertisements on the Internet caused controversy: in the outdoor advertisement picture of coconut juice, the female spokesperson was naked and showed her plump breasts, accompanied by the slogan "Coconut brand coconut juice, one cup a day, white and tender"; In another online video advertisement, many young women with plump breasts hold coconut milk and say the slogan "curvy, tender and plump".

The "breast enhancement" function expressed and implied in the advertising pictures and promotional texts of coconut palm juice has been questioned by nutrition experts. Coconut juice is just a drink, not a health product, so it has no function. Ordinary food publicizes its function and is obviously suspected of violating the rules. "Even if it applied for the health food batch number, the promotion of breast enhancement function is still suspected of violating the rules. At present, there are 28 health foods in China, which does not include' breast enhancement'. "

In fact, as early as 2008, Coconut Tree Group was included in the "Typical Case of Counterfeiting Rights Protection in 2008" of Jilin Provincial Administration for Industry and Commerce for being suspected of sales fraud with prizes. Longtan Branch of Jilin Administration for Industry and Commerce found that "Coconut Juice Company" concealed the real start date of its prize-winning sales activities through misleading propaganda, which violated the "Several Provisions on Prohibiting Unfair Competition in Prize-winning Sales Activities" and fined 20,000 yuan.

In June 2009, the local industrial and commercial department found that the advertisement of coconut pomegranate juice on Haikou bus "My wife likes her husband to drink coconut pomegranate juice" was illegally published, ordered it to stop publishing immediately, and fined it 1000 yuan.

But until today, in the column of "Advertising Appreciation" of official website of Coconut Tree Group, there is still an advertisement of papaya juice product "papaya is full, I am full". In other publicity columns, articles such as "Coconut is good for men and women" and "Coconut juice breast enhancement" have been posted, and even products related to coconut juice can greatly enhance sexual vitality and secretion.

Experts bluntly said that a drink "can breast enhancement depends on whether hormones are added", and it is obviously impossible to add hormones to drinks. The Beijing News reporter called the coconut palm juice customer service hotline to ask whether the selling point of "breast enhancement" was highlighted in the recent advertisement and whether different ingredients were added to the new product. The customer service staff stressed: "Like the previous formula, there is no new addition. Only the content of the advertisement was updated. "

The so-called "state banquet drinks" have actually fallen to attracting attention by hype. Behind vulgar advertisements is the decline in performance and brand aging of Coconut Tree Group in recent years. According to industry analysis, in the face of development difficulties, Coconut Tree Group urgently needs to enhance its brand influence among young consumers. But this time, he thought it was innovative propaganda strategy and advertising creativity, and did not win more markets as he hoped. On the contrary, the vulgar style of advertising is seriously inconsistent with its original image positioning of "state banquet drinks", which not only fails to promote the brand, but also causes resentment among many consumers.