Diversity and inclusion will be the guiding principles of future marketing and brands have the option of being proactive or reactive . For brands that want to enter. The benefits of their inclusive actions will not be immediate. But will generate a shock and later. They will capitalize in their favor and build a more solid and valued reputation. Instead. Brands with strong stances will have greater cultural relevance. Identification. And emotional engagement with their consumers in the future. Ethical principles to not discriminate from advertising more and more advertisers are aware of the importance of inclusion.
However. We see very few ads with people with disabilities or members of the lgtbiq+ community. Despite the fact that they represent a quarter of society. Says katar. According to daniela buenfil and david chimal. In “the bias of inclusive advertising in mexico”. All advertising must be governed by a code of ethics that leads the consumer to make the right decisions and that offer true guarantees. “to build an inclusive advertising path. It must promote equality between all market segments.
Care for the dignity of all people. Represent the wide variety of individuals and lifestyles. And finally humanize. That is. Before think of a man. A woman. A homosexual. A heterosexual. A privileged person or another of limited resources. Remember that the common place of all and all is that we are human beings. ”say the authors in their text. Sergio “checo” pérez became the athlete who marked hope and fueled the “new normality” during the mexican grand prix.
Where the sponsoring brands sought methods to bring the pilot closer to his fans. Sponsor brand speaks of its most successful advertising strategy for f1. Mobil méxico is proud of the media and social impact achieved in the 2021 edition. They take fans to the autodromo hermanos rodriguez; support “checo” pérez. For exxonmobil. The advertising strategy of the “cardboard checos” was a complete success. Even months before the mexican grand prix. Formula 1 . And not only because of the great sponsorship that it showed with sergio pérez.
But also because of the feeling of closeness and hope that it promoted among society during the stage of health crisis that the whole world is going through. For verónica güereca. Consumer brand director in latin america for exxonmobil . The mobil™ synergy fuel and mobil 1™ lubricant company achieved its greatest goal: bringing the red bull racing honda team driver to the homes of hundreds of mexican fans. . Who alone managed to create a trend in social networks called “czecomania”. How to keep in touch with your co-workers while working remotely cardboard czechs after it was seen on paseo de la reforma.
During the red bull show run cdmx 2021. The publicity impact that caused hundreds of fans to carry the replica of their “national hero” and carry it with pride in their homes and businesses. Today . On the most important day of formula 1. Where pérez could get on the podium. The exxonmobil board tells merca 2.0 about the end of their campaign and the goals already achieved for the brand. What impact did the cardboard czech have as an advertising strategy?