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Corona is one of the leading brands in the Mexican market and its recognition by the very broad consumer.
The campaign that was criticized by the influencer determines the government’s creative capacity.
“It’s not fake”, that was the warning with which Chumel Torres resumed the campaign of the Conapo, with which this dependency of the governmentapparently sought to raise awareness against violence against women, including the brand Crown in your creative piece.
The story denounced by Chumel Torreswho assures, the creative approach of the government was: “we must launch a campaign from the government to prevent violence against women. Government:”.
The campaign shows an illustration of a woman who refuses to drink a bottle that, due to the shape, color and appearance of supposed logosit’s a beer Crownfor which a Mexican brand was used in a negative way, to exemplify violence against women.
The presence of a Mexican brand in a warning campaign
Use a Mexican brand in a campaign warning against violence against women is a case that does not exemplify at all the values that these brands often reach.
The case of this campaign reminds us how important communication has become and how a bad brand mention ends up impacting them. The consequences have been experienced by these brands when they have had to face the consequences of a bad post.
A great example of this was given by Hawkers, when Donald Trump won the presidential election, the brand’s CM considered it successfulpublish a post where he asked Mexicans to buy his sunglasses, to start the construction of the wall proposed by the then president on the northern border of Mexico with this country.
Creativity in difficult times
Institutional creativity is going through difficult times, not only because of the campaign that Chumel Torres has denounced, but also because of major scandals such as the one that at the time caused what was to be the logo of the Felipe Ángeles Airport, which included a mammoth, as well as a tower of control among other representative elements of the place.
Now it’s a campaign of Conapo where you can see a bottle alluding to beer Crownwhich has caught the attention of the market.
Undoubtedly this bad mention of a well-loved Mexican brand in its category not only within Mexicoalso at an international level is a terrible benchmark against this, so it is necessary to rethink the creative elements, which the government has used to execute these campaigns or graphic actions.
The presence of brands in bad campaigns has even become part of creative strategies launched by rival companies.
Mistakes that are not forgiven in networks
Creative mistakes are not forgiven in social networks, but what they do achieve is to identify trends or guidelines through which to work. There is no doubt that there is an essential activity in understanding the consumer through the networks and with this it is possible to better integrate a message that seeks to be integrated into these media.