2023-09-27 10:20:40
Lo Esselunga spot it is perfect for its target consumer, perhaps that is why it has aroused such widespread debate.
As we had the opportunity to analyze in a recent editorial “When the market punishes brand activism: echo chambers and the Bud Light case”, the products and services that are communicated according to the sensitivities of marketing managers are destined to turn out to be commercial flops .
Unless the aforementioned sensitivities also coincide with those of their consumers, which can certainly happen for some brands.
For everyone else, the old marketing rule applies: act with common sense.
The market is large and there is room for every idea, taste and trend.
Chasing the fashions of the moment – which, as fashions, are ineluctably transitory – can at most bring a temporary benefit, but only if our ideological positioning coincides with that of the majority of our consumers.
In all other cases you risk hitting a wall. I have often heard it said, even by established “marketing gurus”, that a brand must pursue its “ideals” of brand activism even if these clash with the majority ideas of its audience. But it is a serious mistake.
A brand should not have a Hegelian approach to business: its purpose is not the universal good, it is not an ethical state but a supermarket.
Brand activism works only when it proposes values that coincide with those of the majority of consumers and, if these values are sedimented in the brand image and are not a temporary “washing” to chase the trend topics at the top of the media and political agency .
Why did the Esselunga advert arouse so much debate?
The commercial “Fishing. An Esselunga story” aroused much debate because the Caprotti family brand portrayed a common life situation and this approach, now obsolete, immediately attracted the attention of the media, politicians and commentators.
So much so that it even bothered the Prime Minister Giorgia Meloni, who commented on it in a Facebook post.
The peach is not only the little girl’s tender attempt to reconnect with her mum and dad, but it becomes the brand itself: the supermarket, in this case, is the peach.
It is that delicate fil rouge that connects all the members of the family, it is the common roof when the houses became two.
Looking at your target consumers and not at trends should be the basis of every marketing strategy. Lately this is no longer the case.
For too long there corporate social responsibility e il brand activism they were excuses to mask the inability of some managers to adequately grow their products and services within the reference markets.
Esselunga sets the bar straight again and we hope it can be an example to many others.
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