Group Discussion_Week 10_Group 10

 Group Discussion_Week 10_Group 10

 Group Members:

Liu Zhilin

Chen Chenyu

Wang Ziling

Luo Yingxue

Qian Zirui

Huang Yufei

The case that Heytea collaborates with Durex. This case is a failure case. 

On April 19, 2019, Durex posted a Weibo in collaboration with Heytea: "Hi, do you remember when we were on our second date, I told you 'your first bite is the most precious'?" The accompanying picture read: "Not a single drop left tonight." Heytea quickly reposted the message: "Hi Dudu, I remember that date. We agreed that from that day on, you would always have my cheese on your lips." These words were highly suggestive and caused an uproar on social media.

• Vulgar Marketing Copywriting：

In the collaboration, the copywriting was considered vulgar and sexually suggestive, causing dissatisfaction and disgust among netizens. This kind of co-branding not only failed to achieve the expected marketing effect but also aroused negative reactions from the public.

•  Lack of Brand Fit

HEYTEA is a beverage brand. Its image is usually fresh, healthy, and fashionable. while Durex is a sexual health brand, and it often has a humorous and playful marketing style. There are significant differences in brand image and tone between the two, which have not been well integrated during cooperation, leading to confusion in consumers' associations between the two brands, blurring the brand image, and even generating disgust.

•  Disrespect female consumers

The obvious sexual innuendo of the propaganda makes this case fail, too. And the root behind this unhealthy gender marketing is the objectification of women and gender inequality. That's why consumers will feel offended when they see the promotional content of this case.