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营销文案引争议 德芙深夜发文致歉并启动全面整改_我的网站

一 |     Tel Aviv, Oct 11 (UNI) Israel has reached a historic agreement on maritime border demarcation with Lebanon, Prime Minister Yair Lapid said on Tuesday.
"This is a historic achievement that will bolster Israel's security, bring billions into the Israeli economy and bring stability to the northern border," Lapid said in a statement, as quoted by his office, adding that the deal will be submitted to the government for approval soon.
The office specified that the draft agreement "meets all the security and economic principles laid out by Israel" and it would be submitted for approval to the Security Cabinet and the government on Wednesday.
Lapid’s office specified that intensive negotiations through US mediator Amos Hochstein between Lebanon and the Israeli negotiating team led by National Security Council head Eyal Hulata took place over the weekend and the Sukkot holiday.
At the same time, Lebanon is also content with the agreement, as all of its demands have been taken into account, according to the office of Lebanese President Michel Aoun.
The negotiations on the demarcation of land and maritime borders between Lebanon and Israel have been taking place in Naqoura since 1996 on the basis of the memorandum of understanding under the UN auspices and the US mediation. In June 2022, Israel urged the Lebanese authorities to speed up the talks. It called the Karish gas field its strategic asset and assured Lebanon of the absence of plans to produce gas in the disputed territory.
UNI/SPUTNIK GNK。    近日，德芙官方旗舰店一则短视频营销文案因价值观不当引发网友争议。8月25日晚间，德芙官方账号@德芙悦时刻 发布致歉声明，承认内容审核疏漏并公布整改方案，就此翻车营销内容向公众致歉。据网友爆料，涉事短视频为推广德芙七彩礼盒，配文讲述消费者背着男友与暧昧对象分享礼盒的情节。

二 | 该文案刻意渲染暧昧擦边情节，违背正向婚恋价值观，被网友批评导向低俗、三观不正，严重影响品牌观感，迅速引发网络热议，相关话题接连登上热搜。事件发酵后，不少网友表示，主打温情浪漫的德芙采用低俗博眼球的营销方式，突破品牌营销底线，难以被消费者接受，呼吁品牌重视内容价值观导向。德芙官方在致歉声明中说明，涉事视频由第三方合作运营团队创作发布，因未严格执行品牌审核流程，出现内容偏差。品牌方强调，内容出自官方渠道，自身负有不可推卸的管理责任，不推诿相关问题。官方坦言，此次文案表达与价值导向存在严重偏差，背离品牌真诚、温暖的传播理念，对公众造成不良观感，并就此向广大消费者诚恳道歉。针对本次事件，德芙已第一时间下架涉事短视频。后续将开展专项人员培训，从严管理第三方合作团队，完善并严格落实内容多级审核机制，堵塞内容监管漏洞，杜绝同类失范营销内容再次出现，优化消费者品牌体验。本次营销翻车也为快消行业内容营销敲响警钟。

三 | 行业营销需摒弃“流量至上”的擦边套路，坚守正向价值观，贴合大众主流认知，才能兼顾传播效果与品牌口碑。公众也将持续关注德芙后续整改落实情况。

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Published on:10:40:53