The lyrics of Session #53 arose in the midst of the controversy that began three months ago when the Barranquilla woman announced her separation from the former Barcelona soccer player and father of her two children, due to an alleged infidelity with Clara Chía. Since then, users have been keeping an eye on the trio’s steps.
It is difficult to measure the impact that mentions of certain products have on sales or revenue for the brand, says Nava, because the marketing efforts are not only in that particular action and because there may not have been a commercial agreement involved. . What is certain and easier to measure is the positioning of the brand in the top of mind of consumers. And both Casio and Rolex are at the center of the conversation today thanks to Shakira’s latest single.
“The songs are timeless. Right now Shakira’s song is already sung by many who feel identified with the lyrics or who support the singer. But that song will continue and every time it sounds there will be one more mention for the brands”, details the specialist.
For Aníbal Cortes, chief strategy officer of the Wunderman Thompson agency, the impact of Shakira’s song is in entertainment, rather than mention per se of the brands, because there was a comparison before, at least of Rolex and Casio and, although it is unusual, it does happen that singers mention brands in their lyrics.
Mecano did it in “I sneaked into a party”. “There I sneaked in and at your party I stood up, Coca-Cola for everyone and something to eat, a lot of cute girl but none alone, colored lights, I’ll have a good time,” says the song. Although we must also consider that the song by this Spanish band was released in 1982, when the boom of social networks, nor the possibility of conversing like now.
“What we see is an interesting game, the distinctive way of moving brands. People are interested in brands and they definitely do talk about people. What a clear example that brands are leading, and in some way representing, the profile of people in the digital conversation. That is always going to be interesting from the perspective of marketing and advertising”, says Cortés.
Casio’s agreement with Piqué and the King’s League
Carlos Valadez, influencer marketing specialist and CEO of the Sound Louder agency, is convinced that the brand that is benefiting the most, among the four mentioned in Shakira’s song, is Casio. He was not only the first to react, but he has already devised a marketing strategy to take advantage of the euphoria of the conversation.
The Japanese brand signed a contract with Gerard Piqué to sponsor your King’s League, a soccer competition that the Catalan founded in 2022 together with the streamer Ibai Llanos. Shakira’s ex-partner was seen with a Casio on her wrist to announce her sponsorship.
“Casio has given us watches, we made a deal with Casio, the Kings League has made a deal… I’m serious, look, here’s one (watch), ok, for Ibai. We have for everyone. This watch is for life, huh. It’s a fucking clock,” Piqué said.
The footballer also joked that on Sunday he will arrive at the matches in a Renault Twingoanother of the brands mentioned in Shakira’s song.
Many will not like how some brands responded, says Valadez, but Casio It is a clear example of a reaction, of a well-lowered ball after a mention that was generated without the brand moving a hand.
“Casio will undoubtedly be favored. I can bet that we are going to see more sales of the classic old and retro Casio that will surely become more fashionable than ever”, agrees Cortés. Although for the fans of the Colombian, the contract that Piqué won also owes it to Shakira.