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美国“箭牌”糖果公司莫斯科分公司恶搞“中国国歌”的广告风波,目前已告一段落。但其引发的海外经营风险问题,却可启发我们深思。2007年1月初,这家公司在俄罗斯多家电视台播放“傲白(Orbit)”口香糖广告,广告画面轻佻滑稽,背景音乐是中国国歌且涉嫌恶搞。自中国媒体披露此事后,箭牌公司立刻成为中国公众舆论的众矢之的。经我国驻俄使馆交涉,俄罗斯有关电视台已全部停播这一广告,箭牌糖果公司莫斯科分公司、BBDO公司莫斯科分公司负责人也已专程赴我国驻俄使馆就此事件正式道歉。尽管如此,从中国主要销售市场的报道来看,这一事件已对箭牌糖果在中国的销售产生了负面影响。
America’s “Wrigley” candy company Moscow Branch spoof “China National Anthem” ad storm, has now come to an end. However, the problems arising from overseas operations risks can inspire us to think deeply. In early January 2007, the company broadcast “Orbit” chewing gum advertisements on a number of Russian TV stations. Its commercials are flirtatious and the background music is a Chinese national anthem and is suspected of spoofing. Since the Chinese media disclosed the incident, Wrigley immediately became the target of public opinion in China. After the negotiations with China’s embassy in Russia, Russia’s relevant television stations have all stopped broadcasting this advertisement. The directors of Wrigley’s Moscow branch and BBDO’s Moscow branch have also made a special trip to our country’s embassy in Russia to formally apologize for the incident. Nonetheless, this incident has had a negative impact on the sales of Wrigley’s candy in China, based on reports from China’s major sales markets.