#lyfen

I think it's cute when endorsement brands throw candy - and they sometimes do - but I don't really read too much into it. There's not a lot to take from a brand referencing GGDD. It doesn't really give me anything new or exciting.

It's also not as big a deal as some turtles seem to think it is. What might seem like a brand catering to turtles is much more likely turtles speaking to each other in their own language.

I think it's most likely that in the vast majority of cases it's totally coincidental, and turtles are reading into it something that wasn't intentionally placed there.

There is a faint possibility that some brands are trying to give a nod to GGDD so as to build loyalty with turtles, but that seems much less likely to me. Solo fans vastly outnumber BXG, and any candy blatant enough to truly reel in the turtles is also blatant enough to piss off the solos. Also, a brand would need permission to use GGDD more openly, or risk a lawsuit from the other party. After all, any money being made from someone's image/popularity needs to trickle down to that person, by contract. It's how business is done. A brand that has a relationship with either GG or DD but doesn't have a contract with the other is taking a legal risk. While it's not a huge risk, take it from me that agencies and brands are extremely risk averse. Particularly when it comes to queer stuff.

It's possible that GG and DD BOTH have a relationship with some brands, so that the brand has explicit (paid) permission to use the CP in their marketing, but again - very unlikely. A company that's paying to use the CP will want to really properly use that CP. Nothing I've seen from any brand has ever reached the level of obvious that would lead me to believe they've paid for the privilege to market using GGDD as a couple. Cryptic turtle grapics aren't something any brand is likely to pay for the right to post.

It's also possible that some of these things come from a turtle at the brand throwing a bit of red and green or turtle symbolism in there, and the higher ups at the brand know absolutely nothing about what's being referenced. However, that's not very likely considering that the people who lack the maturity to maintain those kinds of professional boundaries aren't likely to rise to a role where they have say in how the brand is communicated. By the time someone gets to that stage in their career, they've generally developed a pretty strong sense of professionalism.

So, Anon, I think that in almost all cases where a brand appears to be dropping a GGDD candy, it's a coincidence, or else just a turtle waving at other turtles. Which is cute, but not all that exciting. It's nice to know there are other turtles out there, but not at all surprising. After all, there are more than 3.75 million turtles following the BJYX supertopic. They have to work somewhere. 😅

There was a recent incident where a BXG was looking at photos from a Bananain popup store that the brand had posted, and she saw herself in one of the shots (carrying a Suo'er bag) and commented on it. The person running the Bananain Weibo account replied saying, "I saw you!!" So it's possible that Bananain employee is a turtle too.

As I said before, I don't think there's evidence that any brand has ever engaged in actual CP marketing with GGDD. The nature of their situation is such that it's highly unlikely to ever happen. If it was going to be done, it would have happened back when The Untamed was airing.

I think it's possible that some of the brands they work with - particularly the ones who they've worked with the longest or have the closest relationships with - know about their relationship. But for reasons I've already outlined, it wouldn't be used in any marketing sort of way.

The vast overwhelming majority of people involved in these decisions would think GG and DD are straight, and have no idea that there is even a CP. Or if they know, they look down on it and would never consider targeting that group for advertising, either because the idea offends them (it isn't something they'd want their brand associated with), or because they wouldn't want to anger the bigger market share (solos).

There was a brand that DD was working with up until fairly recently, that was openly hostile toward BXG. They actively tried to prevent BXG from attending brand events, and when there was an online draw for prizes BXG won and were cast aside and the prizes were redrawn until a solo won. The company was actually sued by the BXG and the BXG lost the case. The brand successfully argued that they were trying to protect DD's reputation.

So bottom line: never underestimate the homophobia/heteronormativity of the corporate world, especially in China, and never underestimate the dedication of turtles no matter where they work.

But that is just my take on things having worked in marketing/advertising and with some big brands. Such contracts and relationships are actually pretty corporate and buttoned down, and a brand is always going to hire someone to represent their brand because of the appeal of that individual. Who they're secretly dating/married to just isn't likely to ever become part of the story.

But if you enjoy that clownery, don't let me dampen your fun.

As for 520, I didn't really do much specific posting around it. I spent most of my time freaking out about Huang Ziteng's Weibo post. You can find all the posts I made on 520 under my Happy 520 tag.

Edit: More on my thought process

Another point that I didn't mention here, but which is something that my mind immediately goes to, having been in these meetings (but admittedly none involving Asian entertainment biz stakeholders)...

I just also have a really difficult time imagining the boardroom conversations for this stuff, when negotiating a contract/discussing a marketing plan with GG and DD's teams.

In these (always very dry, corporate, 'cash and contracts' focused) conversations, people talk about marketing targets and strategies. How many units they want to sell to whom in what timeframe, how many ad impressions featuring the artist's face will be served where, who the target audiences are, what falls inside/outside the brand guidelines for both the brand and the artist (aka what they will and won't do), and what sort of approach will be taken to reaching targeted audiences.

I have a really hard time picturing either side bringing up a CP from a drama that finished airing 3 years ago - a CP that happens to reflect their actual relationship - and then discussing compensation for throwing very cryptic messages to a narrow, ostracized group of controversial fans in a very homophobic entertainment climate. Particularly given how greatly solos outnumber turtles, and how heteronormative the social climate is.

Since GG and DD have never done any actual joint CP marketing, this would be a totally untested area. There would be no clear sales numbers to point to, no market research, nothing.

With no numbers and no successful campaigns to point to, with the social awkwardness and the pariah nature of CP fans (fan culture is looked down on, shipping is looked down on, homosexuality is an avoided topic, the fact that they're in a real relationship is likely an avoided topic), I can't help but feel that if BXG come up at all, it's likely in a negative context from the perspective of the brand.

Of course, I could be completely wrong. It could be that there is always a lengthy discussion of fan groups and the marketing numbers for each - including BXG - and how best to approach that marketing (very cryptically), but that only brings me back to wondering how compelling a brand would find any of it given the controversy between fan groups and how hated BXG are by solos, given how long ago The Untamed aired, given the entertainment climate, given the fact that GG and DD have never done a shared endorsement...

Targeted ads (and that's what any ad aimed at BXG would have to be for the brand to intentionally put it out there) pretty much always have a sales goal attached to them. "X ad spot will deliver X number of impressions (views), and we anticipate X number of those views to convert to sales averaging X amount per sale." That kind of thing.

But cryptic candy would be next to impossible to quantify. Most turtle's sales are likely counted under a generic column of 'fans' or even more vaguely, of 'sales in that timeframe'. Unless a turtle goes out of their way to identify themselves as a turtle at POS (point of sale), and many would be embarrassed to do so, and unless that information gets communicated to those who care about it (is there even a system to accommodate that?), brands aren't likely to know how much purchasing power turtles are exerting.

Anyway, just a bit more on my thought process for this. There was a time when I thought it possible - even likely - that brands were going after turtles, but when I really reflect on it, it makes no sense to me that they would be.

But like I said, I have no special insight into how this is all handled in their region. I could be wrong, so if your CPN on this makes you happy, just continue to enjoy it.