Recently, Chinese chocolate brand JinDi faced public backlash over an advertisement accused of ‘borderline’ or suggestive marketing, prompting the company to issue a swift apology. After the ad circulated on social media, some netizens criticized it for containing ambiguous visuals and sexually suggestive language, arguing it exploited vulgar content to attract attention and violated public morality. In response to the controversy, JinDi issued a statement within 24 hours, acknowledging that the ad’s creative approach was inappropriate and failed to consider societal values and audience sensitivities. The company immediately removed the content and apologized to consumers, pledging to strengthen its internal review processes to prevent similar incidents.This incident highlights how fast-moving consumer goods brands, under intense market competition, sometimes over-rely on ‘eyeball-grabbing’ tactics at the expense of ethical standards. It also reflects growing consumer expectations for corporate social responsibility. Experts emphasize that while marketing innovation is important, it must respect moral boundaries and avoid compromising cultural norms for short-term visibility. As a well-established domestic brand, JinDi may suffer temporary reputational damage—but the episode also offers a valuable opportunity for reflection and improvement.
近日，国产巧克力品牌金帝因一则广告被指存在‘擦边营销’行为，引发舆论关注，并迅速发布道歉声明。该广告在社交媒体平台传播后，部分网友认为其画面暗示暧昧、用语具有性暗示色彩，涉嫌利用低俗内容博取流量，违背公序良俗。面对公众质疑，金帝官方于24小时内回应，承认广告创意存在不当之处，未能充分考虑社会价值观和受众感受，已第一时间下架相关内容，并向消费者致歉。品牌方表示将加强内部审核机制，杜绝类似事件再次发生。此次事件反映出当前快消品行业在激烈市场竞争中对‘眼球经济’的过度依赖，也凸显了消费者对品牌社会责任感的更高期待。专家指出，营销创新固然重要，但必须坚守道德底线，避免以牺牲社会文化环境为代价换取短期曝光。金帝作为老牌国产品牌，此次风波或对其品牌形象造成一定影响，但也为其提供了反思与改进的契机。
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