Can Coffee Get You High? The Recruitment Ad Behind the Question

Coconut Palm Group has opened the eighth intake of its school for cultivating deputy general managers, planning to enroll 50 students with a bachelor's degree or above and an age under 28. The advertisement promises a first-year salary of 240,000 yuan for undergraduates, 360,000 for master's students, and 480,000 for doctoral students, with a car and housing upon enrollment.

The poster swaps earlier sexy model imagery for a festive wedding style, prompting fresh discussion online. Coconut Palm has a long record of borderline advertising and has been penalized by regulators, including a 400,000 yuan fine in May this year for using state organ staff in marketing and slogans that violate public order. The ad also notes that actual pay depends on the company's assessment plan.

Coconut Palm Group recently released a recruitment advertisement for the eighth intake of its school for cultivating deputy general managers, attracting attention with a maximum annual salary of 480,000 yuan and generous perks such as a car and housing upon enrollment, while also replacing its previous sexy model images with a festive wedding style, sparking heated discussion among netizens. This is not the first time Coconut Palm has been caught in controversy over its advertising—for years it has persisted with borderline marketing and has been penalized by regulators multiple times, including a 400,000 yuan fine in May this year for using state organ staff in commercial marketing and advertising slogans that violate public order and good morals. This article will review the details of this recruitment drive, the changes in advertising style, and Coconut Palm Group's repeated history of marketing violations.

Hainan Coconut Palm Group recently launched the eighth intake of its school for cultivating deputy general managers.

According to the recruitment advertisement, this intake plans to enroll 50 students, requiring a bachelor's degree or above and an age under 28.

The advertisement poster continues the previous style of eye-catching large fonts, highlighting the highly attractive compensation package and claiming that the salary for this intake has increased by 50% compared with the previous six intakes.

Specifically, the first-year annual salary for undergraduates has risen from 72,000 yuan to 240,000 yuan, with a monthly salary of 20,000 yuan; the annual salaries for master's and doctoral students have risen to 360,000 yuan and 480,000 yuan respectively, with a car and housing provided upon enrollment.

If employees make contributions, they can also receive rewards such as a sea-view home worth 6 million yuan, a villa worth 1 million yuan, and dividend equity.

The recruitment advertisement also states that there are no major restrictions and that only writing ability will be assessed, but the actual fulfillment of the annual salary is subject to the company's assessment plan. It is said that after being promoted to deputy general manager of the group, the annual salary can reach 1,552,700 yuan, and those with outstanding contributions can receive a villa worth tens of millions as a reward.

It is worth noting that, compared with previous recruitment posters, the promotional image in the lower right corner of the eighth intake poster has changed noticeably in style. The previous sexy model images of "handsome men and curvy women" have been replaced with model images in "wedding celebration" makeup and styling, depicting festive scenes such as advancing in education and achieving success, marriage and childbirth, and birthday celebrations for longevity, with more conservative and fully covered clothing.

Soon, topics such as #CoconutPalmHiresUndergraduatesAt240kAnnualSalary# and #CoconutPalmGroupRevisitsControversialRecruitmentAd# trended on social media, triggering widespread discussion among netizens.

Some netizens joked under Coconut Palm Group's official Weibo: "Looking at your company's recruitment ad always feels like looking at those small ads where a rich woman pays a huge sum for a child and also changes locks and unclogs drains. This unique aesthetic always makes me feel like I'm being scammed."

In response, other netizens seemed more indifferent, commenting, "Still the same classic style as always," "Never forget the original intention," "Though it's tacky, it will look good if you stick with it long enough," and "Coconut Palm's graphic design should be nominated for intangible cultural heritage."

However, some netizens still tried to offer suggestions for improvement: "The overall layout is top-heavy. It is suggested to enlarge the bottom row of text so it matches the top row in size. Also, although the models are festive, they lack Coconut Palm's healthy and upbeat style. The public still prefers the latter. Coconut Palm should stick to being itself; the public will support you."

Public information shows that Coconut Palm Group is a specialized enterprise in Hainan Province engaged in the deep processing of coconuts and other tropical fruits, formerly known as Haikou Canned Food Factory.

For years, Coconut Palm Group has adhered to a borderline marketing strategy and pursued a route of gaining fame through controversy, and has been penalized by regulators multiple times.

On May 6 this year, Coconut Palm Group received an additional administrative penalty. The penalty notice showed that in promotional text and images published on its self-built website, Coconut Palm used state organ staff for commercial marketing and used advertising slogans such as "South Pacific beauties rarely have 'airports'," which violates public order and good morals, and was suspected of violating relevant provisions of the Advertising Law. The fine was 400,000 yuan, and the penalizing authority was the Longhua Branch of the Haikou Municipal Administration for Market Regulation, with the penalty decision dated May 6 this year.

As early as March 2021, Coconut Palm Group's official Weibo also posted a recruitment poster for company executives.

Blunt phrases such as "The group's school for cultivating deputy general managers is recruiting again. Upon enrollment, you get a car, housing, and a high salary, and there will definitely be beauties and handsome men chasing you," paired with model photos, quickly pushed the company into the center of public opinion.

Less than a week later, the Hainan Provincial Administration for Market Regulation opened an investigation into Coconut Palm Group for suspected illegal advertising.

On April 30, 2021, Coconut Palm Group Hainan Coconut Juice Beverage Co., Ltd. was fined 400,000 yuan by the Hainan Provincial Administration for Market Regulation for "obstructing public order or violating good social customs."

Image source: Internet

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