In Mexico, the growth of digital marketing was 19.3 percent.
Advertising and marketing is the best tool that brands use to promote their name and increase their sales. Currently, companies are using viral themes to rescue current consumers, as happened with a brand of alfajores in Argentina that wanted to carry out a “unique” campaign calling itself a “triple A”, but sparked anger and criticism from consumers for using terminology that records a historical context for the South American country.
Today, many emerging brands are relying on the power of social networks to promote their names and make themselves known throughout the world, which is why they work with creative digital campaigns, but many times these can cause the opposite in consumers,
In recent years, spending on digital marketing has increased and according to data from a Total Media Value Study report, conducted by the MX Internet Association (AIMX), the Alliance for the Strategic Value of Brands (AVE), the Media Research Council (CIM) and IAB Mexico, indicated that from 2020 to 2021, growth in this area was 19.3 percent, reaching 100 thousand 140 million pesos.
The bell
The alfajores brand, Fabrica de Alfajores, has gone viral after being involved in a controversy in its new advertising that referred to a dark moment in the country’s history.
The digital campaign consists of the fact that the brand wanted to join the trend and imitate the famous phrase of the singer Tini Stoessel, where it is considered triple T.
Given this, the brand shared a post in which it stated: “Triple A: Argentinísimo, alfajor, artisanal”, but the post published on its Instagram account quickly went viral, because users pointed out that the name alluded to to the “AAA” which stands for the Argentine Anti-Communist Alliance, a parapolice terrorist organization created before the 1976 coup.
The alfajores brand omitted the link with the organization responsible for the death and disappearance of almost a thousand people between 1973 and 1976, for which criticism predominated in its publication, for which reason the post was eliminated by the brand.
For which the brand opted for another publication where they offered their respective apologies, “we felt super bad and after coming out of the shock we realized that the best (and most sincere) thing we could do was APOLOGIZE to everyone,” they expressed. .
So the brand clarified that its only intention was to combine music with its alfajores.
There are many brands that have had to apologize for the controversies they have caused with their campaigns, such as Pepsi and the controversial commercial with Kendal Jenner in 2017, where she joined the protests and offered a signature drink to a police officer. . The campaign was branded as offensive and insensitive, since the images of the protests seemed very similar to those that were taking place in the United States at the time for racial reasons, led mainly by the Black Lives Matter movement. In addition to Pepsi being accused of trivializing social justice movements and using them to try to sell their products.
And this is how marketing has to be a tool that is used very well, that goes beyond promoting, gives a message of value and that unites everyone.
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