Not only coconut trees but also the yogurt brand Blueglass are being marketed. According to media reports, The new products of Blueglass honeydew melon series have adopted the slogans of "I will not sell under 18", "Superboy boyfriend tries hard to get back", and indicate that the product contains such nourishing ingredients as maca, cistanche, deer whip, oyster, etc., which is fascinating. This marketing not only failed to achieve the desired effect, but also caused the brand store to be investigated by the market supervision department due to the suspected vulgar marketing, misleading consumers and other issues.
Blueglass, as "Hermes of the yoghurt generation", aims at young white-collar workers and takes the high-end route of creating a healthy lifestyle. The new product that caused controversy this time is priced at 49 yuan per cup, and the competing products of the same kind at this price are high-end drinks such as Starbucks. However, Blueclass is bound to have a contradiction between its brand positioning of "high-end and high class" and its hype of vulgar marketing gimmicks to earn immediate benefits.
In the short term, this marketing really has the effect of arousing curiosity and promoting sales, but it has also triggered controversy. In fact, it is "black red", and what is lost is the long-term image of the brand. At present, the competition in the beverage market is fierce, Blueclass has no price advantage, so brand marketing should be more cautious. This improper marketing is just likely to cause antipathy, reduce the brand image in the hearts of target groups, and make more people "lightning" this online popular yogurt brand.
It is not advisable to lower one's status for the sake of temporary interests. If the brand wants to go far, it needs not only a clear positioning, but also a practical and consistent sales strategy as support. In addition, advertising marketing should keep the legal bottom line. As early as October 2021, Beijing Yuehuo Catering Management Co., Ltd., the parent company of Blueclass, was fined 60000 yuan for publishing false advertisements. How to grasp the balance between product innovative marketing and brand rapid development under the premise of complying with relevant laws and regulations is not only a problem that Blueclass should reflect on, but also a problem that every brand should think about.
In recent years, healthy consumption has become a trend, and more and more brands want to join the market to share a share, Blueclass is one of them. But before you rush to market and hype high-end concepts, you might as well calm down and do a good job of products first. As an online celebrity brand relying on the marketing development of big cities, Blueglass was previously nicknamed "laxative" because of its unexpected effect of moistening intestines and catharsis. High quality products recognized by the market are the foundation of brand development. Previously, similar brands of jasmine yogurt had been involved in the scandal of fat powder, not only the sales volume declined, but also the speed of opening stores was forced to slow down. Once the crisis of trust caused by the mismatch between product quality and product price breaks out, it will have a significant impact on the long-term development of the brand.
This marketing failure of Blueclass is a wake-up call. At the moment of frequent food edge marketing, not only brands but also consumers need to take action. It should be a consensus to stop paying for vulgar or improper marketing.
