Such a vicious Mother's Day copywriting

This article introduces the reasons why this year’s Mother’s Day advertising copy failed. Let’s take a look.

In the past, the worst that an advertisement could do was to waste money. But now, if an advertisement is not well thought out, the result could be fatal. Not only will it be ineffective, it can also cause harm.

For example, this year's Mother's Day copywriting has more failures than any previous years. Did the copywriters suddenly go crazy? No, it can only be said that the algorithm is getting more and more powerful, and any negative waves may be rolled into huge waves under its instigation.

After looking at it, the fermentation process of this topic is basically like this:

When an ad that makes people uncomfortable is discovered, people take a photo and post it on Xiaohongshu. The algorithm starts to recommend it until it finds a group that is extremely interested in the topic. Then it increases the recommendation intensity, gets positive feedback, and pushes it again. The topic becomes popular, and someone takes a screenshot and posts it on Weibo. After a huge response, it becomes a hot search and starts to go viral. Then various public accounts, Toutiao accounts, and portal websites smell the traffic and publish integrated pictures and texts. The content starts to spread in the circle of friends, and the related topics and hot comments are edited again on Douyin, which then becomes popular on the entire network...

If we talk about the biggest failure of Mother's Day this year, it must be Blue Moon. The advertisement went viral because of the rewriting of the copy by netizens on Xiaohongshu. Blue Moon's elevator frame advertisement for Mother's Day carried the copy "Make mom's laundry easier, more labor-saving, and less worrying". The product gift box was printed with "Mom, you use it first". The advertisement did not forget to let mom wash clothes on Mother's Day. This sense of incongruity caused great discomfort to people. Everyone could no longer bear it and started a wave of rewriting.

In response, Blue Moon explained that its original intention was because statistics showed that women are the main force in housework, and the lightweight design of our Supreme Laundry Detergent can make mothers more labor-saving. It also calls for sharing housework, etc. Then the brand officially launched a copywriting rewriting activity with prizes, and quickly launched the new copywriting collection online the day before Mother's Day.

Blue Moon's response was quick and it also led to some changes in public opinion, but overall, the risks still far outweigh the benefits.

This kind of stereotyped advertisement was not uncommon in the past and would also disgust people, but that was it. Now it is a world of traffic and algorithms. Any personal dissatisfaction can, with the help of algorithms, quickly find a large number of people with similar views, thus forming a wave of voice. Once the rhythm is set, people who originally held a neutral attitude will also be affected and encouraged, forming a huge whirlpool of public opinion, causing damage to the brand.

But as mentioned in the Blue Moon statement, they found based on statistics that women undertake a lot of housework, so they hope to use lighter packaging to reduce their burden. What they mean is that the original intention is good, but everyone has interpreted it wrongly. The misunderstanding lies in that existing facts are not necessarily correct. When you put forward this proposition, you are actually assuming that it is reasonable for women to do housework. This in itself is contrary to the current trend of women's consciousness awakening, not to mention it is on Mother's Day. Imagine that when you were a child, on your birthday, your mother gave you ten sets of Huanggang test papers with the words "Let the children's spare time be more fulfilling" written on them. How would you feel? Would it be okay to not celebrate this birthday?

If a laundry brand wanted to tie in with the hot topic of Mother's Day, it could have used angles like "make mom's dresses softer and more comfortable" or "worry-free laundry and less contentious housework", but Blue Moon insisted on highlighting the lightness of the supreme model, so it could only talk about reducing mom's burden. You see, wanting everything will only hurt you.

In response to this, many netizens posted copywriting from Diao Pai many years ago, which quickly attracted fans in the comment section. After seeing it, many people said that they would only use Diao Pai in the future, and it had to be a domestic product.

You see, algorithms not only amplify the negative, they can also amplify the positive.

In addition to Blue Moon, there are many other brands that have failed this time, and the root cause basically comes from the stereotype that women are responsible for housework.

The advertisement for Daobanxiang could have just directly taken mothers to eat Daobanxiang, but instead it also said "Mom, I'm hungry" and gave them an apron, which is really a bit redundant.

Domino's: What a coincidence! We are also giving away aprons. This sentence is perfect, wishing all mothers to be "busy but relaxed".

There’s also this Japanese ad that lists the Mother’s Day gifts moms most want to receive, with “helping with housework” ranking second.

After reading the rollover cases, let’s look at some positive Mother’s Day cases:

Deyou: Today I will not sing praises to your greatness and hard work.

There is also this banner from somewhere, which is actually very suitable for brands that compare mothers to superheroes.

RT-Mart: Mom and Hua have come to terms with it

RT-Mart changed the name of its flower business to "RT-Mart Flowers", and then launched a series of posters on Mother's Day that used flowers to represent people, expressing the life attitude of mothers blooming with flowers, which is very comfortable to watch.

Author: Kuang Thirteen

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