In recent news, Temu, an ultra-discount online retailer, has made headlines with their purchase of three $7 million Super Bowl ad spots. However, what caught the attention of many was not the name of the company but rather how it was pronounced in the ads. Instead of saying “temu,” which is the intended pronunciation of “team up,” the ads showcased a new pronunciation: teh-moo.
Despite not being a complete rebrand, this change certainly seems to be an attempt to increase recognition and conversation about the brand. Social media has been buzzing 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 raising 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.