the colombian cyclist Egan Bernal complained this Thursday with the Ramo company, for “advertising: ‘Egansito'”which he said did not have his authorization or that of his team.
Bernal refers to the campaign launched by the food company after he was champion of the Giro d’Italia last year. The play on words with the name ‘Egan’ and his traditional ponqué ‘Gansito’ was seen as a publicity success. Now, according to Egan’s complaint, ‘not everything would be rosy’.
“Although I understand it, and I appreciate it as a tribute, it did not have my authorization or that of my team,” Bernal said in his statement.
He added: “10 months ago, after the campaign was aired, they contacted us to make up for their mistake. We proposed their collaboration to a project of cyclists in training that is supported by us. Taking into account their advertising, where it is expressed ‘ pride’ towards cycling, it seemed like a good way to support the sport. We tried to reach an agreement but Ramo’s team still hasn’t answered, stalling and offering something, as if to get out of the way. I feel it as a lack of respect”, continued the cyclist.
Well, in the midst of the controversy, the Ramo company issued a statement leaving its version and its position in the face of this discrepancy with the cyclist.
Official statement from Ramo
“In relation to Egan Bernal’s statements about his discomfort with Ramo, we allow ourselves to declare that: The “egansito” tribute was never publicity or a campaign. This was a tribute, which a brand with 71 years of history in the country he gave wholeheartedly to a great athlete who deserved our most sincere admiration”.
“Caring for the transparency of our action, this consisted only of a post on networks that had high organic growth, and we made it clear to its representative and to the different media that asked us at that time, that a product was not brought to market with that image, that the tribute was not going to be accompanied by any publicity, we did not advertise the product additionally, nor did we invest in dynamics or in any type of commercial activity that would produce such effects”.
“Our admiration for Egan was and will continue to be sincere and totally unrelated to our commercial dynamics. We highlight as proof of the above, that as shown by the product consumption figures, that month of June Gansito’s sales not only did not grow , if not that they were lower than the previous two months”.
“As a company committed to Colombia, with its athletes and its great themes, we have paid tribute to other great athletes like Nairo, when he won the Giro and we dressed Chocoramo in pink, we talked about peace by wearing it in white, and in the midst of the pandemic “We use its packaging to send hugs and messages of encouragement. This is how Ramo acts; as a company that vibrates with Colombia and its people, and uses the power of its brands to send messages that make life better.”
“The fact of not having found a commercial agreement to sponsor the team of interest to Egan does not change the genuine and transparent spirit with which we pay tribute to this great Colombian athlete. Egan deserves and will continue to deserve our love and admiration that we reiterate for this medium, as we do with all the great athletes who honor us and make us better”.
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