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 in response to their new pronunciation: teh-moo instead of its intended pronunciation of “team up.” Although not intended as a complete rebrand, this change certainly seems to be an attempt to increase recognition and conversation about the brand.
Social media has been abuzz with comments, even causing some to question if they were dreaming. As a result, 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.