All this is known and experienced by current generations, but in a small survey I conducted among 30-year-olds, the vast majority wonder how advertising and marketing could be done without today’s technological resources. The answer is given by the creativity derived from the need to reach the audience.
In the center of Mexico City, near the San Juan Market, is Ernesto Pugibet Street, which at some point intersects with the so-called Buen Tono; Both names are linked to the beginnings of creativity in marketing communication in our country in the 19th century. Pugibet was a French businessman who founded a small El Buen Tono brand cigar factory, which with great vision and the best technology of the time was able to grow.
But its success was due to the innovative way of advertising its products. In 1906 he organized a group of street vendors, whom he called “sandwich men”, because, hanging on their chests and backs, they carried a couple of signs with the brand. Aware of the need to be more striking, in 1907 he brought to Mexico an airship on whose sides he hung a large banner with his advertising and that flew over the then not-so-great city. He then used hot air balloons and later light aircraft.
Over the years, the channels for marketing communication (promotion and advertising of different products and services, including political campaigns) began to diversify in an ingenious way. Suddenly, small planes crossed the sky displaying a long poster attached to the tail of the plane, announcing different products. This was followed by the plane equipped with powerful speakers that transmitted the message taking advantage of the expansion of sound waves from the air.
Then came the planes that wrote smoke messages in the sky, which lasted long enough to send the message massively. In the 1950s, a channel that began to be used for political campaigns was large signs with the name or initials of the candidate, painted on the highest part of the hills.
Over the years, creatives have found exciting new channels to deliver their clients’ messages. In the 1990s, a friend of mine sold advertising banners affixed to hot-air balloons that he inflated on certain busy city cruise ships during rush hour.
At another time, product placement (product placement), consisting of the visible appearance of the brand in movies, television series or soap operas. Depending on the situation, it is possible to see dairy products, fried foods, soft drinks or alcoholic beverages, car brands, etc.