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Sprite: brutalmente refrescante… ou bruta, simplesmente?

A Coca-Cola ficou em apuros com a última campanha da Sprite, lançada no começo do ano na Irlanda. Consumidores britânicos ameaçaram boicotar a companhia, rotulada unanimemente de sexista. Usando a hashtag #BrutallyRefreshing, a campanha mirou só o público masculino, indisfarçadamente.

A fúria dos consumidores nas mídias sociais atingiu o auge nesta semana. Criticaram a marca por sua atitude “slut-shaming”. É um termo forte que, em inglês, quer dizer “estigmatizar a mulher por julgar promíscuo ou sexualmente provocador o seu comportamento”.

Acusaram a Sprite de misoginia, isto é, que denota desprezo ou aversão pelas mulheres. Levaram a Coca-Cola a pedir desculpas oficiais ontem.

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“Pode me chamar de mulher extraordinária”

Na arte inadvertida de ferir os sentimentos ou valores das pessoas, algumas marcas se esmeram, muitas vezes por culpa da equipe de marketing, outras tantas por culpa da agência.

Neste caso particular, imagino o planejador:

  • definindo o target masculino,
  • propondo ou aprovando a hashtag #BrutallyRefreshing,
  • sugerindo ou apoiando o diretor de criação para tornar a garrafa de Sprite um avatar feminino
  • e concordando com as sacadas do redator, traduzidas em frases e títulos… nem sei como chamá-los…

Frases descuidadas, inábeis e com duplos sentidos, eu diria, para pegar leve:

She’s seen more ceilings than Michelangelo. “Ela já viu mais tetos do que Michelângelo.”

Celebrating those with guts to tell it like it is. “Comemorando quem tem estofo para contar um fato tal como o fato é.”

You’re not popular… you’re easy. “Você não é popular… você é fácil.”

We all have one tight friend. “Todos nós temos uma amiga apertada.”

One dip is never enough. “Uma metida (passada) nunca é suficiente.”

A 2 at 10 is a 10 at 2. “Alguém (nota) 2 às 1o (da noite) é alguém (nota) 10 às 2 (da madrugada)”  –  depois de encher a cara”.

É também uma alusão à canção country de Kenny Chesney, Ten With A Two, cujo refrão diz: “last night I came in at 2 with a 10, but at 10 I woke up with a 2″. Em português seria dizer algo assim:  “ontem à noite cheguei às 2 com (alguém, nota) 10, mas acordei às 10 c0m (alguém, nota) 2. Na canção, o sujeito sempre vai ao bar, enche a cara e amanhece com um bagulho.

maxresdefaultAo pintar assim uma mulher extremamente direta, a Sprite pretendia encorajar as pessoas a serem “brutalmente francas” e compartilharem suas “verdades refrescantes.” Mobilizou James Kavanagh e James Patrice, dois dos Snapchatters mais diretos e divertidos da Irlanda. Veja o vídeo aqui.

Ao ler isso, me lembrei que um dos dramas do planejamento é que o papel aceita qualquer coisa. Quando se redige uma estratégia, é possível escrever e por de tudo no papel. E, muitas vezes, o que se escreve pode ser fora da realidade, pois exigiria elocubrações ou piruetas mentais que as pessoas não necessariamente fazem.

A lição a tirar desse episódio foi dada pela própria Coca-Cola, que se desculpou, se explicou e não hesitou em tirar a campanha do ar. Assim devem proceder as marcas!

“Since its introduction in Ireland, Sprite has been associated with individuality and self-expression and we have always been committed to ensuring we deliver the highest standard of advertising. We recognise that on this particular occasion the content did not meet this standard and we apologise. The campaign has now come to an end and the advert in question will not appear again.”

“Desde o seu lançamento na Irlanda, a Sprite se associa à individualidade e auto-expressão. E assumimos o compromisso de praticar os mais elevados padrões de publicidade. Reconhecemos que nesta ocasião em particular não alcançamos esses padrões e nos desculpamos. A campanha foi terminada e os anúncios em pauta não mais serão vistos.”

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Planejador de marca e comunicação. Fundador da agência NBS e do Grupo de Planejamento de São Paulo. Consultor do Conselho Diretor do Instituto Socioambiental. Saiba mais
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