案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
Goldenberry's chocolate ad ran a sexual pun, then blamed the platform's layout tool for it
A Goldenberry chocolate post read as a sexual pun. Its first apology blamed an automated ad tool; its second one held the same line, and readers didn't buy it.
Goldenberry · 2026-01
怎么回事
In January 2026 a Xiaohongshu promotion for Goldenberry's tinned bear-shaped chocolates carried headline copy widely read as a sexual double entendre, riding a pun on the product's name. Screenshots circulated fast, with commenters calling it a cheap play for engagement rather than an accident of wording.
Goldenberry's first apology said the offending large-text headline had not been written by the brand but generated by an 'auto-optimise' feature in the ad platform it used, which splits and recombines a post's images and titles automatically when boosting reach. The explanation was met with open disbelief — commenters said the brand was 'treating AI as if it can't talk back' to dodge responsibility for copy that ran under its own account.
Rather than drop the explanation, Goldenberry's second statement held the same line more firmly: the disputed image had been auto-generated and auto-displayed by the platform's system, and the brand publicly asked the platform to confirm this on its behalf. Commentary, including a piece from People's Daily's opinion desk, argued the brand should have owned the lapse rather than spent two statements assigning it to software; Goldenberry said it had paused the campaign and would build a review process covering every stage of a placement before it goes live.
为什么会这样
- A pun built to be read two ways works exactly as designed the moment the suggestive reading lands, and 'the software assembled it' does not change what reached the customer.
- Repeating the same explanation in a second statement, instead of simply apologising, turned one bad headline into a standing question about the brand's responsibility for what it publishes.
- An 'auto-optimise' feature that recombines a post's assets without a review step meant nobody at the brand saw the final headline before an audience did.
教训
Goldenberry's chocolate ad read as a sexual pun, and its apology blamed the platform's auto-layout tool — twice. Shifting blame to software the brand chose to use reads as evasion.
后来呢
Goldenberry paused the campaign and said it would build a review process covering every step from before a placement runs to after. Commentators, including a People's Daily opinion piece, singled out the brand's decision to blame automation rather than simply apologise as the deeper failure.
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