It shows how sweets are made and it’s the worst advertisement for the brand
- Messages that evoke emotion and past sentimentality tend to motivate a buying decision more.
- Even sometimes, if the product is not of good quality, new or there is a lot of competition, emotional memory can be a way to attract attention.
- This example in Argentina shows that it does not always work.
Emotional memory is a widely used “weapon” in journalism and advertising. The people who use it want to appeal to the feelings of the public/consumers with the idea of encouraging them to view/purchase the products or services.
When a person buys a product or consults a report, for example, he does so with all his subjectivity.
It’s not a 100% rational decision, but an important part of the emotional and memory process.
For this reason, it is important to create emotional messages that reach this part of the mind of the audience/consumer.
Factory cleanliness conspiracy against sentimentality
An Argentinian journalist tried to make a Nostalgic report on the takeover of a traditional confectionery in the 70s and 80s.
The idea was to show how the factory was taken over by the new owners (former employees), the effort put in by them and the good intentions that everyone organized.
However, nothing went well. In fact, as advertised, He did a very bad job.
Consumers, when they saw the images of the factory on video, were overjoyed. They were concerned about the poor level of sanitation.
They wanted to be nostalgic by showing MIELCITAS FACTORY, and it turned out to be SHIT.
Vomiting is not allowed. I calculate that there is no water and soap in the bathroom. pic.twitter.com/CBUPvAXrCY
— I’m still the same (@delacabeza91) July 17, 2022
One of the comments on social media said: “It made me hate it, not love it.”
The factory produces Mielcitas (liquid candies) and Naranjo, two candy brands that were very well known in Argentine schools in the 1970s and 1980s, but which were then discontinued.
The article sought to appeal to the nostalgia of many who were consumers at the time, but without success.
Forgotten candy mark, recovered
Mielcitas and Naranj were widely consumed products when the adults who are consumed today were children. They were not high quality sweets but they were cheap and sold in schools, Which made him very popular.
The journalist’s video showing how the factory, converted into a workers’ cooperative, is now making the two products go viral, not because the sweets were seen on stage again, but because of the unsanitary conditions of the process.
Seeing this, the reporter deleted it from his account.
Most netizens who viewed the videos on media and social media spoke of “disgust” at the lack of cleanliness in the production of the treats.
The Sushen factory had to close with the Argentinian crisis of 2018/2019.
A few months later, it reopened as a co-op under the leadership of a group of former employees.
“I was at the Millesitas factory of Rafael Castillo, La Matanza, Buenos Aires. The same place where Naranjo is produced,” the journalist wrote in the tweet. Sebastien Davydowski, And he added: “A beautiful smell of childhood. And a place steeped in history.
While the expectation was certainly different, many viewers reacted to the network with what they saw for the plant’s lack of bromatological care.
One user wrote: “The place is dirty.” Another added: “Does health approve of handling this food? They do not use gloves, dirty machines, dirty environments or masks, must be turned off ”
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