On January 15, Lotte Coolish posted a 3D‑printed “絞り口” (nozzle) on its X account, prompting immediate criticism that the item could encourage unsafe modifications of its frozen‑dessert drinks. After four days of negative reactions, the brand issued a public apology on January 19, acknowledging the lack of consideration in the post and pledging more careful future communications.
What Triggered the Backlash?
Consumer Concerns Over Safety
Netizens argued the printed nozzle resembled a device that could alter drink consumption, raising fears of excessive sugar intake and potential health risks.
Brand Perception Issues
Followers questioned Lotte Coolish’s judgment in promoting a tangible accessory that might be repurposed beyond its intended, harmless demonstration.
Lotte Coolish’s Apology and Response
The company’s X account posted a brief apology, stating the content “lacked consideration” and attaching the original image to show transparency. No specific corrective actions were detailed, but the statement signaled awareness of the misstep.
Why 3D‑Printed Marketing Can Backfire
- Regulatory Sensitivity: Food‑related accessories may attract scrutiny from consumer‑safety agencies.
- Public Health Perception: Items that could be linked to increased sugar consumption are especially vulnerable to criticism.
- Context Matters: Novelty alone does not guarantee positive reception; cultural and health contexts must be evaluated.
Key Takeaways for Brands
- Vet Novel Concepts: Involve legal, product‑safety, and PR teams before sharing physical prototypes.
- Prioritize Transparency: If a misstep occurs, issue a clear, concise apology that acknowledges specific concerns.
- Align Innovation with Safety: Ensure that promotional items cannot be easily misused or perceived as encouraging unsafe behavior.
