The recent purchase of three $7 million Super Bowl ad spots by the ultra-discount online retailer Temu has sparked a lot of discussion, particularly on social media. Although the name of the company is Temu, the ad decided to showcase a new pronunciation instead: teh-moo, rather than its intended pronunciation of “team up.”
This change was not intended as a complete rebrand but certainly seems to be an attempt to increase recognition and conversation about the brand. Many people have been questioning if they were dreaming after seeing the ads and there has been a surge in search interest about Temu, with many wanting to know how to “shop like a billionaire” and how to properly pronounce the name.
The estimated $21 million spent on the Super Bowl ads appears to be a smart investment, as it has generated a lot of awareness for the parent company PDD Holdings. They plan to continue to raise the profile of Temu with an ambitious $3 billion marketing strategy. Ultimately, they hope to challenge Amazon in the US in the same way they have shaken up Alibaba in China.