Recently, Temu, the ultra-discount online retailer, made headlines with their $21 million purchase of three Super Bowl ad spots. The company decided to showcase a new pronunciation for their name, teh-moo instead of the intended “team up”. Although not an official rebranding effort, this change certainly seems to be an attempt to increase recognition and conversation about the brand.
Social media has been buzzing with comments about the new pronunciation, 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.