Chinese Detergent Ad Leads to Global Media Outcry / Karen Berger.

Format:

Book

Author/Creator:

Berger, Karen, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Advertising--Case studies.

Advertising.

Export marketing--Case studies.

Export marketing.

Physical Description:

1 online resource

Place of Publication:

London : Society for Case Research, 2025.

Summary:

An ad for Qiaobi laundry gel balls sparked outrage in media all over the globe including Australia, New Zealand, France, Hong Kong, the U.K., and the United States. It was 2016 and four months after its launch in China, the ad suddenly went viral around the world (Mazza, 2016). The ad featured a young black man flirting with a young, light-skinned Asian woman. He tried to kiss her, but instead she popped a laundry detergent pod into his mouth and pushed him into the washer. He emerged a pale skinned Asian man, much to her delight. Xu Chunyan, as spokesperson for Qiaobi, grappled with the problem facing the company. "Why did this ad provoke such outrage? What should Qiaobi's response be?" This critical incident is most appropriate for courses in international marketing, international advertising and promotion, consumer behavior, marketing management, and marketing ethics.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071980729

1071980726

OCLC:

1483993773