This year's bosses are quite busy. Following the "truce" between Xibei's Mr. Jia and Luo Yonghao, a grand business debate has officially concluded. But the stage never rests—now Coconut Tree's "President Wang" has made a high-profile debut, making a splash. Recently, netizens passing by Coconut Tree Group's headquarters in Haikou, Hainan, were startled by the huge sign reading "Who Will Save the Bankrupt 'Coconut Tree' Group?" The dense black text against high-saturation colors resembled a debt collection notice in a residential corridor. Image source: Xiaohongshu netizen Upon closer look, the internal windows were plastered with yellow banners with black text: "Seven consecutive years of losses and bankruptcy; no one dared to come, but President Wang came and saved Coconut Tree." Originally imagining a tragic corporate saga, it turned out to be a factory history promotion praising President Wang Guangxing for saving the company in the 1980s... Once the post was published, social media exploded. A company with such a strong urge to express itself—even passersby get visually overwhelmed. This is what you call full of life. You thought Coconut Tree was asking for help, but actually it's just playing with memes—the master of stunts never runs out of creativity. Who knew? The advertising strategy is all about satisfying people's gossip instinct, capitalizing on our natural love for drama. The pioneer of "pain buildings" has arrived, and it's quite amusing. Though it's just text, it creates the lively scene of shouting through a megaphone, complete with background music. Some pointed out this hints at President Wang's capability, and a high-EQ netizen replied, "Not so subtle, I can't stop laughing." A netizen revealed that previously, Coconut Tree's customer service was the boss's personal phone number, which was only changed after being discovered—President Wang's rescue mission permeates every detail. Local netizens also said that as children, they had nightmares passing by the headquarters, fearing their parents would suddenly say, "Let me quiz you." The funniest part: some netizens linked this to Coconut Tree's recent low-key "wrapped-up" style, thinking it had really gone bankrupt. This "misleading marketing" unexpectedly turned the headquarters into a check-in spot, with netizens planning to visit it on future trips to Hainan—definitely a successful recommendation. It's undeniable that Coconut Tree has gone viral in an unexpected way again. In fact, the "bankruptcy poster" sparked discussion largely due to Coconut Tree's unique "psoriasis aesthetics." After all, in the design world, Coconut Tree is second to none. This style, jokingly called "old-school" by netizens, has permeated every aspect of the brand. First, there's the annually updated "Coconut Calendar," where the bottle looks like a utility pole plastered with ads, densely packed with text: "I've been drinking it since I was young," "No added flavors or colors," "Hainan time-honored brand"... Image source: Xiaohongshu @来都来了 The red, yellow, green, and black color scheme tries to cram in a rainbow, fearing consumers might miss a selling point. Coconut Tree's design philosophy might be 'More text, no panic; information overload is justice.'" Recruitment posters take this style to the extreme. In earlier years, the blunt phrase "Definitely will be chased by beautiful women and handsome men," paired with squeezed, deformed fonts, looked like a "high salary wanted" ad on a utility pole. Later, it changed to "Promising future, can make you rich," but the layout still triggers "trypophobia warnings." As for bus posters, Coconut Tree also leaves no stone unturned—the larger the bus surface, the longer the slogan, filling every inch with text, leaving no gap. Of course, the ultimate display is the headquarters building, surrounded by ads from all angles, even more flamboyant than fan "pain buildings" for idols, immersed in its own artistic creation, oblivious to the world. This "so tacky it's trendy" style actually makes Coconut Tree stand out among the minimalist brands. On supermarket shelves, you'll always spot the coconut juice first—not because it's pretty, but because it's too 'loud'; your eyes can't help but notice. Coconut Tree's marketing has never been a textbook example, but it might be one of the most effective cases. It deeply understands the principle that "black and red is still red." From edgy to tacky, from controversy to mockery, Coconut Tree maintains a high brand presence. It's not afraid of being called tacky or low-class, because it knows that in the attention economy, being discussed is better than being forgotten. Another smart move is that all its marketing is built on a solid product. Taste is the ultimate truth—netizens complain about the design but willingly pay for the coconut juice. The "bankruptcy poster" sparked worries that "Coconut Tree is going downhill," ultimately because people are used to the Coconut Tree that gains attention through edgy ads. As the "pioneer of edgy ads" in the advertising circle, Coconut Tree has repeatedly hit the trending topics with controversial copy like "Use coconut juice to rub your breasts" and "South Pacific beauties rarely have 'flat chests,'" along with endorsements from sexy beauties and muscular men. Image source: Xiaohongshu @diu衲 Even paying hundreds of thousands in fines annually doesn't stop it from turning "penalty news" into free advertising—after all, "400,000 yuan in fines for 500 million views" is a deal Coconut Tree calculates better than anyone. But since being fined last year, Coconut Tree seems to have "wrapped up." The beauties in livestreams no longer wear tight clothes, recruitment posters removed the "beautiful women and handsome men" phrase, and even the text on bottles has toned down. But this led to a sharp decline in marketing presence, prompting netizens to complain: "I haven't seen Coconut Tree's 'stunts' lately; I thought it was really done for." This awkward situation of "no buzz without stunts" exposes a fatal flaw in Coconut Tree's marketing—over-reliance on attention-grabbing, while "lying flat" on product innovation. Someone once sharply pointed out, "Coconut Tree's fines are nothing compared to its earnings, but relying on sexual innuendo and outrageous marketing to gain presence is essentially a sign of insufficient category innovation." Image source: Coconut Tree Douyin livestream Over the years, apart from the classic coconut juice, Coconut Tree has hardly launched any competitive new products. When the edgy path narrows, it naturally resorts to flashy marketing stunts to gain social media attention. This "bankruptcy misunderstanding" serves as a mirror, reflecting Coconut Tree's marketing dilemma. Netizens shouting "Just stick to the edgy ads" don't really like vulgarity; they fear this "childhood memory" losing its unique charm. But for Coconut Tree to truly "live" as an evergreen in the beverage industry, it needs to invest more in products, just like President Wang saved the company back then. After all, consumers drink coconut juice, not ads—no matter how "tacky" or "expressive" they are.