Original Hiup milk 87,000 VND, sold 546,000 VND: A series of loud advertising tricks

(Dan Tri) - To make buyers believe in fake Hiup milk, the manufacturing company has used many tricks such as promising effectiveness, using images of famous people, attractive promotions...

Regarding the production and trading of counterfeit food products on an exceptionally large scale that was just busted, one of the counterfeit products produced by the subjects was the nutritional product Hiup 27.

According to the report, the factory price of each can of milk is 87,800 VND. Meanwhile, the market sells a can of Hiup 27 milk for an average price of more than 546,000 VND. Initially, the authorities recorded the total revenue of this line as estimated at more than 6,700 billion VND.

The Hiup 27 nutritional product declaration file includes 37 nutrients. However, the test results show that Hiup 27 only contains 15-17 types of nutrients, which do not ensure quality and nutritional content standards.

Before being exposed as a fake, Hiup milk's advertising ploy played on parents' concerns about their children's height. The company introduced the product as a line of milk specifically for the purpose of increasing height, researched "specifically to suit the physical condition of Vietnamese children".

Many agents and stores selling products use advertisements such as "commit to increase 3-5cm in just 3-6 months" or "double calcium absorption", "return and refund if the baby is not suitable for the milk"; "help your baby grow as tall as a beauty queen or model"...

Before being exposed, the distribution company, agents, stores... advertised Hiup 27 milk heavily (Photo: Screenshot).

In addition, the milk production and distribution company also lists a series of ingredients such as "organic calcium from red seaweed Aquamin F", "Hydroxyapatite calcium from cod" or "colostrum imported from the US as a natural antibiotic". However, this information mainly appeals to the psychology of preferring foreign goods and technical terms to create the feeling that the product is "high quality" and has superior effectiveness.

According to advertisements, Hiup milk is widely distributed in many localities nationwide through thousands of agents and store systems in many provinces and cities...

On the product website, Hiup milk was introduced after 4 years of launch, it has won many awards such as: Top 10 Famous Asean Brands 2022, Top 10 Famous Brands - Trademarks in Asia - Pacific , Top prestigious brand in Southeast Asia...

Another popular trick is that Hiup milk company often uses the image of nutrition experts to give advice on the product. In particular, the company also invites many famous people such as BTV Quang Minh, MC Thanh Van (Van Hugo), MC Hoang Linh and many other artists to participate in advertising Hiup milk to create trust for consumers.

For example, in posts and livestreams, MC Hoang Linh also shared the story of her son after using Hiup. She confirmed that her son "grew 3-5cm taller after only 3 months" and said that this is the "true love" product trusted and used by millions of parents in Vietnam, the US, Japan, the Philippines, Malaysia...

Editor Quang Minh and MC Van Hugo participated in promoting Hiup milk products (Photo: Screenshot).

Not only that, on Hiup's sales pages, you often see promotions that Hiup launches such as buy 3 get 2 free, buy 4 get 3 free, buy 5 get 3 free with vouchers (discount codes)... This is a stimulus that plays on consumers' psychology of saving and love of promotions.

Even in April, when the market was abuzz with news of hundreds of fake milk products, Alama Vietnam Company - introducing itself as the owner and distributor of Hiup milk - affirmed that the product was "produced according to international standards ISO 22000:2018" and had full declaration and inspection documents. The company also emphasized that the product met the quality standards according to current laws.

Currently, on e-commerce platforms and social networking sites, Hiup powdered milk products and many advertising posts have been removed simultaneously. On Shopee, Lazada..., when searching for the keyword "Hiup", users can no longer find the product, while the product website cannot access many posts.

On June 19, the Investigation Police Agency prosecuted and temporarily detained many subjects for the crimes of Violating accounting regulations causing serious consequences and Producing and trading in counterfeit food products.

Among the defendants are Hoang Quang Thinh (General Director, Chairman of the Board of Directors of Z Holding Joint Stock Company), La Khac Minh, Nguyen Van Minh (both Deputy General Directors of Z Holding Company), Nguyen Thi Thu Hien (Director of Nature Made Trading and Production Company), Tran Xuan Chien (Director of Alama Trading & Technology Company Limited).

Source: https://dantri.com.vn/kinh-doanh/sua-hiup-goc-87000-dong-ban-546000-dong-loat-chieu-tro-quang-cao-ram-ro-20250622025255749.htm