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Se fino alla scorsa primavera era normale vedere in uno spot televisivo o su un cartellone pubblicitario una sudata festa o un tenero abbraccio tra amici, il Covid-19 ha cambiato tutte le cose. Nella fase di confinamento, quella più acuta, praticamente tutti i brand hanno adeguato la loro comunicazione sostituendo la volontà di vendere dei prodotti con il desiderio di esprimere solidarietà e vicinanza.
Passata la fase acuta il mondo della pubblicità è tornato a centrare l’obiettivo delle vendite, ma anche qui rispettando i nuovi codici di salute pubblica. Per molti non è stato un problema, ma alcuni, ultimo in ordine di tempo il re del pollo fritto americano Kentucky Fried Chicken, hanno dovuto gettare la spugna.
Da 64 anni si pubblicizzava dicendo “tanto buono da leccarsi le dita”… un comportamento non più accettabile. Furbescamente non lo hanno cambiato, lo hanno semplicemente oscurato… per il momento. Il menu non cambierà, ha precisato KFC, e lo slogan tornerà "quando sarà il momento giusto".
Marcello Fusetti
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