Renault, Casio or Ikea: Shakira’s song for Piqué, a marketing success

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The great song of Shakira produced by ShavingMusic Session 53, which this Thursday has revolutionized the world for the “directs” that it dedicates to her ex-husband, Gerard Piqué and his girlfriend, Clara Chia, has also revolutionized the world of marketing for a day, which has found a real gold mine in the text of the song. Dozens of brands, from those named in the letter, Renault (through its Twingo model) or Casio, and even some institutions, such as the Civil Guard, took advantage of the spiteful letter of the Colombian to flaunt Spanish humor in advertising. Sympathy and ingenuity made their promotional August in the middle of January.

Through all the available social networks, the brands reacted quickly and rode into the whirlpool of the Shakira typhoon to wink at their customers and consumers. Especially a Twitter thread, made by the marketing specialist Itziar Oltra, managed to take a tour of the accumulation of companies that were faster and smarter.

They have signed up for opportunity marketing From Renault or Casio, both the real account and a fake account of the brand, which took advantage of the opportunity for having been explicitly named in the theme produced by Bizarrap, to all kinds of online stores, publications, brands restaurants, content platforms, supermarkets, etc., which took advantage of the content phrases with the most pull, such as “don’t salt… sting”, “clearly…”, “women don’t cry, women bill “, or “for guys like you”.

These are some examples related to cars and watches and the comparison between expensive and cheap.

The immediate availability of new products is also remarkable.




The word “splash” also gives a lot of itself.

The adverb of manner “Clearly” has had a long journey.

The iconic phrase “women don’t cry, women bill” will be used more times in the future, for sure.

Some institutions have jumped on the bandwagon. The Civil Guard, through its Instagram account, has also known how to take advantage of Shakira’s lyrics with a lot of humor.