Based on the analysis of Alicorps’ official statement regarding the renaming of their commercial brand Negrita, this article suggests delving into the reasons why brands have begun to take political stands through their discourse and actions, and how this decisions have an impact on the commercial and manufacturers’ brand equity as well as their consumers. Albeit interest regarding role portrayals in advertising is not a new issue,  “¿is it possible that brands and advertising have embraced a new role as social actors?, “¿are societal changes so powerful that they call for a brand to take a political stand towards them?”  Through on the outcome of these questions, and through this cases’ discussion, this study seeks to explore the roots and consequences of this new brand positioning.

Based on the analysis of Alicorps’ official statement regarding the renaming of their commercial brand Negrita, this article suggests delving into the reasons why brands have begun to take political stands through their discourse and actions, and how this decisions have an impact on the commercial and manufacturers’ brand equity as well as their consumers. Albeit interest regarding role portrayals in advertising is not a new issue,  “¿is it possible that brands and advertising have embraced a new role as social actors?, “¿are societal changes so powerful that they call for a brand to take a political stand towards them?”  Through on the outcome of these questions, and through this cases’ discussion, this study seeks to explore the roots and consequences of this new brand positioning.

The mandatory lockdown in Peru, which lasted over three months, made the telecommunication companies redefine their strategies to face the pandemic. This Project analyzes the TV spots of the three main telecommunication companies in Peru to identify their narratives, how they faced the pandemic, the audiovisual resources they had to use, and how they turned to social advertising to strengthen their brands. We worked with an analysis matrix and semi-structured interviews with marketing managers to contrast our main findings. The priority for these companies was to answer to the emergency by guaranteeing connection, which was in line with their Brand purpose, based mainly on emotional speeches and positioning themselves as solutions for their clients during the pandemic scenario. We conclude that the narratives were used as social advertising tools to strengthen brand equity, but mainly ta...

The mandatory lockdown in Peru, which lasted over three months, made the telecommunication companies redefine their strategies to face the pandemic. This Project analyzes the TV spots of the three main telecommunication companies in Peru to identify their narratives, how they faced the pandemic, the audiovisual resources they had to use, and how they turned to social advertising to strengthen their brands. We worked with an analysis matrix and semi-structured interviews with marketing managers to contrast our main findings. The priority for these companies was to answer to the emergency by guaranteeing connection, which was in line with their Brand purpose, based mainly on emotional speeches and positioning themselves as solutions for their clients during the pandemic scenario. We conclude that the narratives were used as social advertising tools to strengthen brand equity, but mainly ta...

The mandatory lockdown in Peru wich lasted over three months made the telecommunication companies redefine their strategies to fase pandemic. This Project analyzes the TV spots of the three main telecommunication companies in Peru in order to identify their narratives, the way the faced the pandemic, the audiovisual resources thay had to use, and the way they turned to social advertising to strengrhen their brands. We worked with an analysis matrix and semi-structured interviews with marketing managers to constrast our main findings. The priority for these companies was to answer to the emergency by guaranteeing connectio, wich was in line with their Brand purpose, based mainly in emotional speeches and positioning themselves as solutions for their clients during the pandemic scenario. We conclude that the narratives were used as social advertising tolos to strengthen brand equity, but m...

La industria alimentaria en el Perú es una de las más importantes y de mayor impacto en la economía del país, y cuya tendencia actual es orientar la comercialización a productos de orígenes naturales y funcionales que ofrezcan algún beneficio, debido a la alta demanda de un segmento interesado por el buen cuidado de la salud. En los últimos años, el gobierno ha mostrado gran interés en apoyar iniciativas para fomentar la alimentación saludable, ha elaborado proyectos para impulsar la agricultura principalmente enfocado en granos andinos, alimentos no transgénicos, y a su vez ha establecido normas para que el sector privado incorpore la aplicación de medidas en pro de la salud de los consumidores. Sin embargo, el Perú presenta altos índices de desnutrición siendo la población más vulnerable, los niños menores a cinco años, de zonas alto andinas con elevados índices de...

La industria alimentaria en el Perú es una de las más importantes y de mayor impacto en la economía del país, y cuya tendencia actual es orientar la comercialización a productos de orígenes naturales y funcionales que ofrezcan algún beneficio, debido a la alta demanda de un segmento interesado por el buen cuidado de la salud. En los últimos años, el gobierno ha mostrado gran interés en apoyar iniciativas para fomentar la alimentación saludable, ha elaborado proyectos para impulsar la agricultura principalmente enfocado en granos andinos, alimentos no transgénicos, y a su vez ha establecido normas para que el sector privado incorpore la aplicación de medidas en pro de la salud de los consumidores. Sin embargo, el Perú presenta altos índices de desnutrición siendo la población más vulnerable, los niños menores a cinco años, de zonas alto andinas con elevados índices de...