Temu confirms its Super Bowl return in a lawsuit against rival Shein

Discount retailer Temu confirmed it is bringing its orange-hued value propositions back to the Super Bowl next year. After weeks of speculation, the confirmation came as part of a lawsuit the retailer filed against chief rival Shein. In the lawsuit, Temu notes that Shein has been aggressive toward its merchants ahead of its next Super Bowl ad appearance. “In the months leading up to Temu’s major upcoming advertising campaign for Super Bowl LVIII in February 2024 (bound to increase traffic to Temu’s app and website, just as a similar Temu campaign did in 2023), Shein has resorted to even more desperate and coercive measures, including physical detention of merchants who dare to work with Temu, personal threats, and illegal seizures of merchants’ personal devices to obtain access to the merchants’ Temu accounts and Temu’s confidential information and trade secrets,” Temu wrote in the complaint, filed Wednesday in the U.S. District Court for the District of Columbia. Watch Temu’s 2023 Super Bowl ad debut Indeed, the Temu marketplace, which is based in Boston but owned by China-based PDD Holdings, has seen its U.S. awareness skyrocket following its debut in the Big Game last February, when it aired two 30-second spots to announce its arrival into the crowded retail market here. By March, the brand, pronounced “tee-moo,” became the most downloaded retail app in the country as consumers flocked to its $12 juicers and $8 sherpa-lined leggings. Interactive games to amplify discounts only served to further entice shoppers, eager for deals and weary of paying full price during a time of economic uncertainty. Super Bowl commercials Tracking the latest brand and agency plans Enter here As it continues to pump dollars into its U.S. marketing, Temu’s popularity has only grown further. One recent report suggests the number of shoppers using its app has exceeded that of eBay and Target and nearly surpassed Walmart—remarkable growth for a company that few had heard of just one year ago. More news: Sam’s Club debuts targeted CTV ads and other efforts But Temu is battling for dominance in a fast-growing field of discounters, many of which have Chinese connections. Shein, for example, has also risen to prominence in the U.S. The lawsuit alleges Shein has engaged in “mafia-style intimidation” of its vendors in an effort to disrupt Temu’s business. News that Temu was likely airing a spot in the 2024 Big Game was first reported late last month by The Wall Street Journal. According to a spokeswoman, Temu “credits its 2023 Super Bowl ad campaign for helping put the e-commerce giant on the map.” That campaign was created with Saatchi & Saatchi, but the agency is not working with Temu on its Big Game plans for next year. A spokeswoman did not say which agency Temu is working with for its 2024 appearance. See our 2023 Marketers of the Year here

Temu confirms its Super Bowl return in a lawsuit against rival Shein

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