The importance of advertising in building a brand it is evident when we look at some advertisements. Many of them remain in the memory, especially those that use music, drawings or innovative approaches. Surely, you also have a favorite advertisement!
However, despite the creative freedom, it is important to consider the limits of the audience's understanding.
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Some brands seek to transform their image through revolutionary advertisements, but may face criticism from consumers, resulting in a “reverse marketing” effect.
Recently, one of the world's leading brewing companies, Corona, faced criticism after launching an advertising campaign.
Beer public reneged on the new advertisement
In an attempt to promote its product and highlight the importance of recycling, the Corona beer brand has launched a series of advertisements with a quality that is not befitting the company.
The ads featured traditional elements of beer commercials: sunny day, beach, sand… However, the brand beer was missing!
The proposal by David São Paulo and Bogotá, the creators of the proposal, idealized only details of the bottle of Corona.
For example, the towel spread out on the sand was stamped with the company's name, as well as the bags. Referring to the beer, they also left the bottle's imprint in the sand.
The advertisement received criticism for even the smallest details, including the font and color of the text, which were considered small and difficult to read.
The “empty hand” format, symbolizing a person holding the bottle, was also the target of criticism, as it opened up space for graffiti and offensive montages on the web.
Additionally, some commented that negative space design does not fit any brand and that other companies choose to create products with more distinctive shapes.
Despite the criticism, the campaign is still in force and the message promoting recycling seems to be working, gaining support from consumers.
Well, if the intention of the brand was to attract the public's attention, apparently it worked, didn't it?
Lover of movies and series and everything that involves cinema. An active curious on the networks, always connected to information about the web.