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营销文案引争议德芙深夜发文致歉并启动全面整改_我的网站

落日余晖

A | 近日，德芙官方旗舰店一则短视频营销文案因价值观不当引发网友争议。8月25日晚间，德芙官方账号@德芙悦时刻发布致歉声明，承认内容审核疏漏并公布整改方案，就此翻车营销内容向公众致歉。

B | 据网友爆料，涉事短视频为推广德芙七彩礼盒，配文讲述消费者背着男友与暧昧对象分享礼盒的情节。

C | NEW YORK -- Birkenstock is making its debut on the stock market as Wall Street trades in its wingtips for sandals for a day. The 249-year-old German maker of upmarket sandals set a price of $46 per share for its initial public offering of stock, valuing the company at $8.64 billion.Birkenstock is due to start trading Wednesday on the New York Stock Exchange under the “BIRK” ticker symbol. Birkenstock Holding Ltd. sold about 10.8 million shares in the offering, raising about $495 million. Its shareholders sold an additional 21.5 million shares.The company’s footwear was first cobbled together by Johann Adam Birkenstock in Germany in 1774. The sandals have long been derided as the antithesis of high fashion but have a cult following and this year got a plug in the blockbuster film “Barbie.”“Through the strong reputation and universal appeal of our brand — enabling extensive word-of-mouth exposure and outsized earned media value — we have efficiently built a growing global fanbase of millions of consumers that uniquely transcends geography, gender, age and income,” Birkenstock said in a recent regulatory filing with the Securities and Exchange Commission.Birkenstock’s formula for success began with a view that humans are intended to walk barefoot. The company said in its filing that its footbed, which was developed in 1902, “represents the best alternative to walking barefoot, encouraging proper foot health by evenly distributing weight and reducing pressure points and friction.”Birkenstock makes all of its footbeds in Germany and assembles more than 95% of its products there. The remaining products are made elsewhere in the European Union. The company’s revenue has increased from 727.9 million euros ($771.7 million) in fiscal 2020 to 1.24 billion euros ($1.32 billion) in fiscal 2022. Birkenstock’s IPO will be the fourth to launch in the U.S. in the past month, following Arm Holdings, Klaviyo and Instacart. There were just 71 IPOs in the U.S. last year, the lowest number since 2009, according to Renaissance Capital.。该文案刻意渲染暧昧擦边情节，违背正向婚恋价值观，被网友批评导向低俗、三观不正，严重影响品牌观感，迅速引发网络热议，相关话题接连登上热搜。事件发酵后，不少网友表示，主打温情浪漫的德芙采用低俗博眼球的营销方式，突破品牌营销底线，难以被消费者接受，呼吁品牌重视内容价值观导向。德芙官方在致歉声明中说明，涉事视频由第三方合作运营团队创作发布，因未严格执行品牌审核流程，出现内容偏差。品牌方强调，内容出自官方渠道，自身负有不可推卸的管理责任，不推诿相关问题。官方坦言，此次文案表达与价值导向存在严重偏差，背离品牌真诚、温暖的传播理念，对公众造成不良观感，并就此向广大消费者诚恳道歉。针对本次事件，德芙已第一时间下架涉事短视频。后续将开展专项人员培训，从严管理第三方合作团队，完善并严格落实内容多级审核机制，堵塞内容监管漏洞，杜绝同类失范营销内容再次出现，优化消费者品牌体验。本次营销翻车也为快消行业内容营销敲响警钟。