“A mix with a bad kiko is a bad mix”.
These are the loaded words that Irene Rosales, ex-partner of Kiko Rivera, son of the singer Isabel Pantoja, recently spoke and that have monopolized the social conversation in recent hours. One would expect it to have been during some tabloid program, but they are part of Grefusa’s new campaign to promote MisterCorn mixes and highlight the quality of its ingredients.

With the help of the creative agency Fuego Camina Conmigo, the snack brand has deployed an advertising campaign based on a fun play on words that alluded directly to the product, and in a veiled way to the failed relationship between Irene Rosales and Kiko Rivera. The objective was to promote the Tijuana, barbacoa and original varieties of MisterCorn mixes, but the strategy has ended up being an exercise in entertainment, notoriety and brand building.

The campaign has had two main actions. One of them has been the placement of a giant tarp on Atocha Street, in Madrid, with the image of Rosales and the phrases “A mix with a bad kiko is a bad mix” and “Choose Grefusa mix, choose the best kiko.” The display of the piece also coincided with the celebration of the celebrity’s 35th birthday, who shared the activation on her social networks with the text “I gave myself this canvas for my birthday“.

“Making a mix with bad… ingredients never turns out well. We are clear about it and someone who also understands it is Irene Rosales… She is aware that not just any kiko will do for a mix, and she has told everyone about it in our new campaign“; commented Grefusa through LinkedIn, announcing the action. “And to create the best mix you always need the best ingredients: the ones we select for each bag of Grefusa Mix”.

The canvas was unveiled in parallel to a digital piece, shared on networks by both the brand and the protagonist, under the concept “Irene Rosales is sincere” and resorting to the codes popularized in recent years in gossip programs. In the video, Rosales expands the narrative by pointing out, for example, “If you put a kiko in your life, let it be one that makes you feel good” either “A tender one, being tender is important”.

Both pieces have quickly gone viral, eliciting positive reactions from users, who have valued the brand’s casual approach and the humorous tone of the communication. An accurate slogan, which has allowed the audience to participate in the conversation regardless of whether they knew the subtext, has enhanced the reach of the message and favored the translation of the brand’s proposal.

“absolute cinema“, “I haven’t seen such good advertising in a long time.” either “pure wonder“are some of the hundreds of comments that users have shared on social networks and in response to Grefusa’s publications. Some have even resorted to the capabilities of artificial intelligence to create variations with other figures in the narrative universe, such as Isabel Pantoja, mother of Kiko Rivera; or Makoke, ex-partner of Kiko Matamoros.

However, the most striking reaction has been precisely that of the aforementioned. And Kiko Rivera has written a statement on his social networks describing Grefusa’s campaign as “pathetic“In his words he criticized the participation of Irene Rosales, but he also made reference to the brand’s own product, thereby indirectly reinforcing the brand’s message and multiplying its impact organically. “There is a truth that not one campaign, not one hundred interviews, not one thousand headlines are going to change. The life you have today is thanks to having eaten a Kiko. And yes, the phrase may bother, but it is still a reality”Rivera said.

Kiko Rivera’s interaction has fueled the conversation, which has been picked up by the media, both general and Hellowhich has requested an opinion on the initiative from Jessica Bueno, also Kiko Rivera’s ex-partner, further expanding the visibility and consequences of the action.

The action, which has started from two simple executions, and not from a multi-channel deployment at maximum, has achieved a massive reach by relying on a real conflict that appeals to popular culture, focused from humor. At a tactical level, the action has enhanced the visibility and notoriety of the brand, while promoting a specific product. But at a strategic level, it has allowed both to highlight Grefusa’s philosophy and to continue building a brand personality around fun, entertainment and enjoyment.

The campaign expands the trajectory of Grefusa and its brands in the territory of humor and its connection with the collective imagination. In recent years, the brand has promoted itself by mocking AI’s inability to eat pipes; or with the help of Boris Izaguirre and Paz Padilla, whom he turned into protagonists of his particular soap opera. And, specifically MisterCorn, created a song of the summer with Leticia Sabater.

“With the sense of humor that characterizes us, we wanted to highlight one of the most iconic elements of our Mix in a different and fun way.“; commented Cecilia Añó, Brand Manager of Mixes de Grefusa, in a statement. “We continue to focus on innovation and develop proposals that allow us to continue leading the category through quality, flavor and connection with our consumers.“.

The agency assures that the focus of the action has been to reinforce Grefusa’s leadership. “It has been producing the best mixes on the market for years compared to other lower quality products in the category. We wanted to highlight, in a noticeable and fun way, that making a mix with bad ingredients… never turns out well”; expressed, for his part, Uri Fernández, Executive Creative Director at Fuego Camina Conmigo.

The action, as the brand points out, also communicates the renewal of the product’s packaging. The range has updated its image to highlight the quality of its ingredients, giving prominence to the different combinations of flavors and textures; and presents new varieties of products.