What the Blueglass Fine Means for Coffee Enthusiasts Watching Brand Marketing

Blueglass, a well-known yogurt brand, was fined 400,000 yuan by the Beijing Chaoyang District Market Supervision Administration over an advertisement that hinted at male sexual function. The May campaign, called "Superboy Boyfriend Power Wins a Round," added ingredients such as cistanche, polygonatum, ginseng, and deer penis fungus, and used slogans like "I won't sell it to anyone under 18," drawing consumer backlash.

Regulators ruled the advertising was vulgar, bordered on pornography, and violated public order. The brand pulled the ads, but reporters later found the image still on its mini-program, with the product renamed "Good Spirit Wins a Round" while keeping ingredients such as maca and deer penis. Fifty-five Beijing stores and third-party platforms had listed and sold the drinks.

Well-known yogurt brand Blueglass has been fined 400,000 yuan by the Beijing Chaoyang District Market Supervision Administration over an advertisement that hinted at male sexual function. In May this year, the brand launched the "Superboy Boyfriend Power Wins a Round" series, which added ingredients such as cistanche, polygonatum, and ginseng, and was accompanied by slogans such as "I won't sell it to anyone under 18," sparking consumer backlash. Regulators determined that its advertising was vulgar, bordered on pornography, and violated public order. After the case came to light, the brand removed the relevant advertisements, but recently reporters found that the ad image still exists on its mini-program, and the product has been renamed "Good Spirit Wins a Round," while the ingredients still include maca, deer penis, and other components. As coffee enthusiasts, we pay attention to the boundaries and compliance issues of brand marketing.

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According to a Jiemian News report yesterday, well-known yogurt brand Blueglass was fined 400,000 yuan by the Beijing Chaoyang District Market Supervision Administration for violating the Advertising Law.

In May this year, Blueglass launched the "Superboy Boyfriend Power Wins a Round" series, including two flavors: mint dark chocolate melon and mint melon. The products added ingredients such as cistanche, polygonatum, ginseng, and deer penis fungus, which in the traditional perception of the general public are often associated with aphrodisiac effects, thus attracting public attention.

When promoting the product, the brand used slogans such as "I won't sell it to anyone under 18," "I won't sell it to boyfriends who make prank purchases," "I suggest drinking one cup a day, I won't sell more than that," "I don't dare sell it to anyone over 60," and "Hahahahaha, don't say you don't understand," making many consumers uncomfortable and leading them to view the marketing as vulgar and bordering on inappropriate. In response, Blueglass customer service said at the time that its related advertisements did not cross the line.

However, according to the regulatory authorities' investigation results, 55 Blueglass stores in Beijing and third-party platforms listed the above two new "Boyfriend Power Yogurt" drinks and promoted and sold them, while also placing Boyfriend Power Yogurt light box advertisements in 16 Beijing stores, with the advertising content as described above. After the case came to light, the company removed all "Boyfriend Power Yogurt" promotional advertisements on May 9.

Recently, the Beijing Chaoyang District Market Supervision Administration issued an administrative penalty decision, imposing a penalty on Beijing Yuehuo Catering Management Co., Ltd., the operator of the Blueglass brand.

The administrative penalty decision shows that the Chaoyang District Market Supervision Administration believes that yogurt products, as a common food for the general public, are rich in nutrients and help improve the digestive system, and are deeply loved by children, young people, and the elderly.

The Boyfriend Power Yogurt advertisement published by the party concerned emphasized age divisions (18 years old, 60 years old) and used icons, words, and other means to imply male sexual function. The advertising content was vulgar, bordered on pornography, and ran counter to the healthy image of yogurt in the public mind. The advertisement not only failed to conform to socialist spiritual civilization, but was also detrimental to the physical and mental health of minors, and violated public order.

Therefore, Beijing Yuehuo Catering was ordered to correct the above illegal acts and was fined 400,000 yuan.

However, reporters from The Beijing News recently found that the "Superboy Wins a Round" advertisement image, which had just been penalized and removed, still exists in the Blueglass mini-program, but the related product has been renamed "Good Spirit Wins a Round."

Although the product flavor has changed somewhat, what remains unchanged is that the ingredients still include a small orange packet containing components such as maca, deer penis, polygonatum, and ginseng, with a note that it is not suitable for teenagers under 14, pregnant and breastfeeding women, and those allergic to oysters or probiotics, and that no more than one cup should be consumed per day.

Image source: Internet

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The above content is compiled by CoffeeHunters, a coffee news website.