The title is worthy of the 2000s. Could anyone imagine that just over two decades later things could be worse? Offscreen, economists, politicians and entrepreneurs define the moment as the most dramatic in contemporary Argentina. How to design and communicate in this extremely complicated context?
“Society is changing the framework in which it relates to the world, with politics, with brands. And even today, despite enormous mistreatment and social suffering, she is willing to wait 12 months. This is the moment when brands need to talk, because they are starting a new pact” he defines Fernando Moiguer, economist and consumer analyst. And he warns: “For whoever speaks next, it will be much more difficult to build that bond. The central attribute today is proximity. Accessibility is the first value. Daily life is extraordinary. People spend all day deciding what to save, where to stay, what to buy and what to treat themselves. The formula is: rationality, accessibility and proximity. “Being close is not enough.”
“We believe that one of the greatest virtues a brand can have is having sensitivity and empathy with what happens to people. It is not only important to give accessibility to the category through promotions, but to be very sensitive to the messages and see how the role of bringing joy to people is fulfilled, in a responsible and aware way of the moment we live in,” he details. Eugenio Cucu Raffo, Vice President of Marketing Quilmes. The brand expects a situation of lower consumption this year, especially in the first months of the year. The answer is the Quilmes Beer campaign which starts from the intuition that “whoever is World Champion does what he wants” and gives him the possibility of paying for Quilmes with discounts until July. “In another price segment, Andes Origen, we have a ‘small gesture’ and give you the possibility to pay for the second beer with 50% less, nationwide,” adds Raffo.
Claudius Yakimovsky, The Marketing Director of Danone Argentina states: “Mass consumption and in particular our segment, the dairy one, are very sensitive for Argentine families and we must respond quickly to their needs. We have long maintained a portfolio with a variety of brands, of great international quality, to reach all budgets. For example, our “La Serenísima Clásico” line adapted to different family formats and moments of consumption, but with the same objective: to support the consumption of dairy products, essential in diets”.
Regarding tone, Yakimovsky emphasizes: “We work to ensure that our tone and themes are context-sensitive, with messages that connect emotionally with Argentine consumers and reflect Danone’s commitment to society. We have brands much loved by Argentines, such as La Serenísima, Casancrem, Yogurísimo, which are on family tables every day. Our goal is to continue there.”
The company, in turn, assists people with greater socioeconomic vulnerability through the Danone Foundation, which coordinates with the Food Bank and more than 60 social organizations, and reaches one million people.
When asked about the strategy he is pursuing, Unilever’s Home Care Fabrics marketing director, Paula Lopez Landivar, details: “We try to have product options that meet the needs and possibilities of all people. It is very important to continue to provide them with excellent quality products that help facilitate and solve daily tasks. Our portfolio is really very broad, with great brands such as Skip, Ala, Granby, Drive, Vivere and Comfort, with many size options and benefits, and adapts to different realities and needs.”
An example? “We have a unique proposal on the market, namely the new dilution formats of Skip and Ala. It is a cheaper product but with the same cleaning performance thanks to its exclusive technology.”
What is the message from the heads of communication agencies? “Advertising is a discipline born for crises. For brands to remain silent is not an option. The proposal cannot be just an idea, but a solution. “I think people will continue to consume, but they will do so in places that have no visibility or monitoring,” she points out. Papan Ricciarelli, CEO of Don.
Alessandro Dominguez, partner and strategic director of La América, warns: “This is not the time for the bullshit of bombastic marketing theories but for common sense. We always talk about brands as people, about values; It’s time for these brands to act like people. And who bring all their subjectivity into play to truly understand that many people are having a bad time, or at least, not having fun. It’s a time when brands can and must do more to support their consumers and not exclude them. And those of us who work in agencies need to help our clients think about how we can do this.”
Examples: “Real promotions where people can pay less for their favorite beer; commercial actions that help support people within the supermarket; plates of food that arrive more abundantly on the table or even additional services that make medicine more accessible are things we think about today with the companies we collaborate with. You choose how much to pay to Quilmes or Millions of benefits for millions of Banco Provincia shareholders are two that emerge from these conversations with them. I like to think that today, more than ever, is the time to see brands and people being one.”
For many years, communication has mistakenly differentiated profiles between high and low. Permanent changes in markets and consumers today force us to talk about good and bad profiles. Speak up when the time is right and back it up with concrete actions. These are the demands of a new era, that of brands with a purpose. Will they be up to the task?
Source: Clarin
