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Faced with these types of thoughts, it is important to understand how important it becomes to understand the consumer and reveals the challenge of discarding concepts that detract from consumers and brands due to their way of thinking.
Doctor Simi is one of the most popular commercial characters in the Mexican market, due to the impact that Farmacias Similares has achieved.
The story behind Doctor Simi reveals the opportunity that this character has reached in the market.
A clever theory ensures that the image of the doctor sim, shows the character of Similar pharmacies with a dark skin tone in popular areas, but beyond the controversy that a comment of this type reveals, the important thing to analyze is, what does it say about the consumer who expresses this type of comment on networks?
Joshua TB. posted a picture of doctor sim in a marquee, where the tone of his skin looks darkened by the evident exposure to the elements of the branding Of the brand.
After the publication of his idea, various comments from followers refuted his proposal and assured him that there was no possible argument, to be able to see his comments as correct, so they ruled out his occurrence and makes us wonder what these consumer opinions show? ?
Did you know that similar pharmacies in popular colognes the Simi is black? pic.twitter.com/wvynxqJaNM
— Joshua T.B. (@JosueeDraguix) January 29, 2022
Nowadays there has been a lot of talk about stereotypes and practices that have been eliminated day after day in commerce, because they represent discriminatory practices. Given this, it is important to understand the value of how the consumer perceives the market and the culture around their purchase decisions and how they position themselves before brands.
It is unfortunate that to this day the color of the skin continues to be assumed as a discriminatory aspect as it is derogatory and classist in an occurrence, where the culture of consumption has increasingly determined to rethink in the market and basic perspectives where concepts like classism, discrimination and objectification no longer have a place.
Old concepts, new market
The stereotype has been one of the great sins in the market and the challenge imposed by the practices in this segment have given rise to cultural activities that are not wasted, on the contrary, they define the ability to communicate with the consumer today.
Faced with this challenge, it is important to understand what is audacious in order to discard elements that without a doubt are not wasted, on the contrary, they reveal the opportunity to understand the consumer and the place he occupies in the market, thus proving how important it is innovate in the way messages are proposed and campaigns are built, the functionality of products is thought and the role of the consumer is established.
Brands leaving stereotypes aside
We have seen important cases of how brands have assumed new activist roles, leaving aside practices that are definitive in understanding what the consumer values today.
In this scenario, brands like Bimbo have put an end to old decisions such as stopping calling their popular bread Negrito, which alluded to an Afro-descendant character on its packaging.
Other brands such as Aunt Jemina stopped publishing the African American that served as the name and identity of this brand, to rebrand as Pearl Milling Company.
These changes are one of the many cases we have seen in the market of how brands are adapting to new cultural norms, where practices that signal identity are no longer welcome.
With this scenario, a very important element is more than evident and it is the opportunity in the market to define rules that manage to integrate the consumer in the activities in an audacious way.
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