Many companies use social media to promote products.
The discounter Aldi experienced that this does not always work - and has taken a product out of its range.
Munich - Many companies are now trying to draw the attention of younger customers to products via social media.
The manufacturer Engieventures therefore advertised the energy drink "Engie" with a campaign on TikTok and Instagram.
But the project failed - and the supermarkets Aldi and Kaufland are taking the drink out of their range again.
The TikTok product “Engie” was only on the shelves of discount stores for a few weeks.
As the
food newspaper
reports, however, the project turned out to be a flop: The criticism of the product, which has only been available since mid-August, increased more and more.
The supermarkets are now taking the consequences and banning the energy drink from the shelves again.
Tik-Tok energy drink has received heavy criticism: too expensive and too much caffeine
Many customers complained about the product on social media: There were repeated criticisms of the taste, price and ingredients of the drink. The caffeine content in particular made many customers shake their heads: “Engie” is advertised primarily for children and young people who shouldn't consume such large amounts of caffeine. The criticism culminated in an internet shitstorm to which the Engie producers reacted immediately: their adolescent advertising faces Sidney and Emil published a video on TikTok in which they admitted the mistake.
However, the companies Aldi Nord and Aldi Süd did not notice this criticism, as they
explain
to
Merkur.de
.
“We did not register negative comments on TikTok.
The community feedback was overwhelmingly positive, ”it said when asked.
A permanent integration of the energy drink into the standard range is currently not planned.
Check out this post on Instagram
$ {caption}
$ {footer} $ {time}
After criticism of Tik-Tok drink: Aldi and Kaufland draw consequences
Both markets pointed out, however, that “Engie” is only a promotional product that will not be permanently included in the range. Meanwhile, the dealers are also selling the drink at reduced prices: According to the
food newspaper
, Aldi is now offering the product 20 cents cheaper, Kaufland even for 30 cents less. The remaining pastel-colored cans from the manufacturer are now being sold.
The company Engieventures, which is behind the energy drink, does not want to give up marketing via social media yet and has already had its advertising faces Sydney and Emil announce a new development of the drink on TikTok.
This time, the new product should be more suitable for the target group without caffeine.
Aldi and Kaufland have not yet made any statements as to whether they will then return the new product to their shelves.
(sf)
With our brand new consumer newsletter you will always stay up to date on consumer information and product recalls.
