In recent years, Temu, an ultra-discount online retailer, has been making headlines. This is particularly true following their recent $7 million purchase of three Super Bowl ad spots. While the name of the company is Temu, the ad chose to showcase a new pronunciation: teh-moo instead of its intended pronunciation of “team up.”
Despite not being intended as a full rebrand, this change certainly appears to be an attempt to increase recognition and conversation about the brand. Social media has been abuzz with comments about the change, 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 seems like a smart investment for 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.