Coconut Group’s recruitment advertisement has caused quite a bit of controversy due to its unique style and content. What do you think of this?

Event review: On March 25, the official Weibo account of Hainan Coconut Group released an enrollment advertisement for a school to train general managers and deputy general managers, which caused considerable controversy due to its unique style and content. On March 27, Coconut Tree Group responded to the controversial enrollment advertisement, saying that all the promotional content was true. It was neither false propaganda nor hype, but the promotional style that the company had always adhered to. ?

? I really thought it was some small street advertisement when it passed by, but when I took a closer look, it was indeed the recruitment notice of the Coconut Tree Group. This is very "Coconut Tree".

? Some netizens believe that the copywriting and art quality of this advertisement are too poor, the style of the advertisement is like a small advertisement for street scammers, and the content is suspected of false propaganda. However, many netizens believe that this is originally the style of the Coconut Tree Group and is highly recognizable, but it is a reflection of successful publicity.

?How to say it! Since the promotional content is true, we don’t need to delve too deeply into it. Looking back at Coconut Tree’s advertising, it is indeed the consistent style of the Coconut Tree brand, which I don’t think is surprising. Maybe when we saw the very formal recruitment information of Coconut Tree Group that day, we would consider whether it was a lie. Since we are talking about Coconut Tree’s advertising style, let’s review it together.

?The predecessor of Coconut Tree Group was a cannery in Haikou. It suffered losses for consecutive years and was declared bankrupt just short of 20,000 yuan. In 1956, after some reforms, factory director Wang Guangxing revived the Coconut Tree Group, and the Coconut Tree Group became China's largest natural plant protein beverage manufacturer. In 1999, Coconut Tree Group began to use sexy female models to advertise coconut palm juice in the CCTV Spring Festival Gala. The slogan was "One cup a day, white and tender." By 2006, explicit scenes began to appear in the company's coconut water advertisements. In 2009, the advertisement of Coconut Tree Group on buses in Haikou finally "overturned". The slogan of the advertisement was "I'm afraid it won't work. Drink Coconut Brand pomegranate juice? Papaya will make me plump". It was disgusting. The industrial and commercial department determined that it violated the regulations and fined him 1,000 yuan. Coconut Tree Group did not stop and continued on the road of playing sideways. In 2017, the company included the phrase "from childhood to adulthood" in the Spring Festival couplets, which aroused strong backlash from netizens and was accused of containing sexual implications. But what is strange is that after an investigation by the industrial and commercial department, this ambiguous advertising slogan was not found to be in violation of regulations.

In the end, I hope that Coconut Tree will still promote correct values ??and not use these "sideline" content to attract attention.