Valentine Day: Consumers Flaw Gala Response to Lacasera’s Love Message

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Gradually, brand wars are moving to online space.  Smart youthful brands with millennial as targets often explore opportunities created for consumer bonding especially on social media. Lacesera, a brand of carbonated Soft drink and pioneer in the apple drink segment explored the opportunity provided by the just concluded 2020 Valentine day.

The brand through a strategic online conversation with its target market through creative storytelling ignited a conversation with its target market and loyal consumers.

Lacasera through its creative agency, X3M Ideas launched a number of activities and corresponding materials to engage its consumers. One of such was its Valentine digital creative pieces titled “Dear G babe”, a replica of “Be my Val” invite, it outlines why a relationship between a certain “G” babe a supposed complimentary brand, is desirable.

Rising on common economics 101 which notes that complementary goods could thrive better on partnerships and possibly co-branding, the message reads:

“You are such a snack I’ve heard the whispers that we look good together. The perfect match that goes hand in hand. I must confess, I bubble on the inside whenever I see you, which is every time, considering we are always together, come rain, come shine. We would be the cutest couple ever and be on everyone’s lips. So…here is me shooting my shot. Fancy being a couple”

This is the proposal. And it got leading sausage brand, UAC’s Gala into trouble with consumers! The creative mainly deployed on social media, twitter specifically has since become a nightmare docking the Gala and its handlers’ heels.

Possibly irked by the Lacasera harmless story, Gala in a head-on fashion, through its handle @galasausage replying to @Lacasera_NG pronounced that, “Gala sausage Roll dissociates itself from this communication”.

This equally simple one-liner unsolicited but largely unsolicited response to say the obvious, going by consumers’ comments and responses have earned the Gala brand a caustic side of the consumers.    

Some of the responses copied from twitter handles are published below @Nifemi alluding to Gala’s response says This is not a smart response. Your PR team has a lot to learn”.

Sounding sarcastic, @Michael Ekenobi comment reads, “I hereby dissociate myself from anything called gala… Oh wait, this sounds familiar, I’ve done that already… 5 years ago. RIP gala” while @TomiNigeria pointed out “Lacasera handed you a primed canvas to paint on but you form hard girl despite your open secret relationship. O ga lara e o Miss Gala”.

@Zingy B.A noted, “The Gala handler is just a thrash. If this is hate. Gala should be buried. Apologies is expected from Gala team. It’s a friendly approach from Lacasera”; just as @Frank Okaibe advises that “Whoever is in charge of this @galasausage  handle needs to take a professional course in PR. Such a douche and an absolute killjoy. Who still eats Gala anyways? With the lean stew wrapped with loaf of bread, they package for consumers”.

These and more comments depict a shifting of power to consumers. Social media online real-time clout makes consumer power a lot more potent and its effects could be debilitating if not carefully harnessed. This suggests reactive and unplanned responses on social media could lead to more damaging revelations about a brand as the consumers are wont to vent their displeasures or anger. 

A brand playing on social media should have a proactive strategy in place, warned Sunday Oguniyi, a media analyst and Mass Communication lecturer.

Imagine @Gala Sausage Roll had called @Lacasera_NG or Lacasera agency for a possible synergy arising from this valentine campaign, the result would have been a most successful and exemplary campaign that could set an industry standard. Collaborations and building synergies are the way forward for brands and businesses. 

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