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Original title: cross-border

Zhao Chunqing/Tu Yunchao/Wen

According to a recent report in the Morning News, this year's World Reading Day, a tea brand jointly launched milk tea and its surrounding products with a publishing house to pay tribute to the litterateur Lu Xun. However, its slogan of "old smoke, new youth" caused controversy.

At present, the competition in the tea track is fierce, and some enterprises have racked their brains to make products different and novel. When the cross-border co branding "invited" Mr. Lu Xun and cigarettes and alcohol together, it seemed that there was creativity, but the details were not delicious. Not to mention whether Mr. Lu Xun's image of worrying about the country and the people is incompatible with milk tea, but the use of the derogatory homonym of "old smoking gun" in the advertising language has gone against the current trend of smoking control in public places. For a period of time, cross-border co branding has been prevalent, but there have been many rollovers. New elements, hot spots, and high taste are all justifiable, but the premise is to carry out within the framework of public order and good customs, laws and regulations, and social responsibility. Cross border co branding is easy to attract people's attention, but it should also be measured, and some fancy gimmicks may cause trouble.