the official blog is “open” twice a day, first apologizing for controversial advertisements and responding to “insect eggs on sanitary napkins”. today, for women’s health care brand gaojiesi, it can be said that one wave has not been flat and another wave has arisen.
Recently, an advertising video released by Gao Jiesi on a short video platform has aroused heated discussion. In the video, a man uses a sanitary napkin as an eye mask, foot pad and absorbent rag .
In the face of the dispute, Gao Jiesi posted “a letter of apology” on her microblog, saying that the advertising content was produced and released by the agency without the review of the brand party, which was seriously contrary to the values of Gao Jiesi brand! It is absolutely unacceptable to us! We have arranged to get off the shelf at the first time and seriously stop broadcasting and rectify the relevant accounts. Taking this as an example, we will urgently optimize the internal management process to prevent similar situations from happening again!
But most netizens did not buy Gao Jiesi’s response.
A netizen said bluntly in this microblog comment area: “please find out who the audience of sanitary napkins is. Who does the advertisement want to disgust?” “It’s women who use sanitary napkins. If you have time to apologize, you’d better donate sanitary napkins to poor women in mountainous areas.”
At the same time, some netizens said that they were still satisfied with the product and hoped that Gao Jiesi would take good control of the advertising content.
This event was constantly fermented on the microblog and # gaojiesi # quickly boarded the hot search list.
What makes consumers more angry is that under this hot search, a large number of netizens broke the news that insect eggs appeared in gaojiesi sanitary napkins, triggering a new round of discussion.
Some netizens questioned: “is vulgar advertising to divert attention?”
In this regard, Gao Jiesi sent another microblog, stating that she had contacted consumers, and would pass the test of a third-party professional organization after obtaining the product to confirm the real cause of the problem, and would publish the test results as soon as possible. Gao Jiesi also said that the production workshop has a hygienic and insect proof design. Insects and eggs cannot survive in this environment, and there are strict product tests before leaving the factory.
The search found that in 2017, the media once exposed that there were live insects in gaojiesi sanitary napkins. It is reported that after consumer complaints, customer service only said compensation for sanitary napkins for eight days.
At that time, Kimberly Clark issued a statement, saying that the results of the identification report showed that the insect did not enter during the production process.
Public information shows that gaojiesi is a brand of women’s sanitary products subordinate to Kimberly’s group. The latter was born in the United States in 1872. It is not only the first women’s sanitary napkin brand in the world, but also the first sanitary napkin brand to educate the public about menstruation. After more than 100 years of layout, Kimberly Clark now has many well-known brands, such as Shujie, curiosity, gaojiesi, Shigao, deban and so on. Its products are sold to 175 countries and regions around the world.
Tianyan inspection shows that gaojiesi’s affiliated company is Kimberly (China) Co., Ltd., which was established in 1998 with a registered capital of 84.31964 million US dollars. In addition, the company has been subject to administrative punishment twice by Shanghai Pujiang customs for tax evasion.
(Beijing business daily)
