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recently, the well-known tea brand gu ming posted a video on social media showing several employees being hung with "i am guilty" signs, sparking heated discussions. on the afternoon of september 18, gu ming issued an apology statement, saying that the video was created by the guangdong branch account, which borrowed the ideas of "licking dog crime" and "double cup holder handcuffs" on short video platforms, combined with store work scenes, and was played and filmed by branch employees and store employees. the video has been removed from the shelves, and it said that future promotion planning will be more cautious.

it is understandable that brands want to use humorous marketing methods to get closer to consumers and attract attention. however, gu ming's use of various so-called work mistakes such as "missing the straw" and "not putting nuts" to "play abstraction" really makes people feel uncomfortable. this move has exceeded the scale of "playing with memes" and is suspected of humiliating the dignity of employees. my country's advertising law stipulates that advertisements shall not "impede social stability, damage social public interests", "impede social public order or violate social good customs" and other situations.

in recent years, gu ming is not the only company that has been caught in the "stalk" trap. from the eye-catching words "let's meet" printed on the packaging of a spicy bar, to the sexually suggestive copywriting on the posters of a new yogurt brand, to the advertising video released by a lifestyle care brand that mocks women's safety and insults women's appearance... in order to gain traffic and topics, brand marketing does not hesitate to play with "stalks" in a large scale, deliberately provoke the public's nerves, and completely disregard the social impact and value orientation of the advertisement, crossing the line of marketing and achieving the opposite effect.

in the final analysis, whether it is a creative gimmick or a humorous "play", while pursuing innovation and results, corporate brand marketing must bear in mind social responsibility, strictly abide by the bottom line of morality and law, and use the right concepts to enhance brand image and competitiveness and win consumer recognition. if you overdo it, beware of backlash!