How to turn a controversy on social networks into a marketing move and at the same time, into a clean and jerk for an electoral campaign? The first candidate for deputy of the Frente de Todos, Victoria Tolosa Paz, had slipped that sneakers could be obtained for $ 2,000, and she was criticized both on social networks and as opposition leaders. There were even memes.
Now a company took the opportunity to offer its shoes at $ 1,990, in full campaign they were baptized as the “Tolozapas” and the candidate for deputy seeks to make it a registered trademark like Axel Kicillof’s Renault Clio, with which he toured the Province in the 2019 campaign.
This week, in one of the campaign interviews, Tolosa Paz spoke of the benefits of the new regulation for cold areas and controversy broke out. “The reduction of 50% and 30% of gas bills, which is known as the Cold Zone Law, begins to impact, if you stop spending 2000 pesos on the gas bill. That affects you buying a pair of sneakers or that you’re going to eat somewhere where you couldn’t eat. “
Memes and criticism rained down on social networks in reference to the fact that you could not get a pair of shoes for that value. The candidate had not literally said that sneakers could be bought for $ 2,000 but those who saw the opportunity were the owners of the Gaelle brand.
The Gaelle company took advantage of the controversy over the price of the shoes and offers its product for less than $ 2,000
“We have no relationship with the candidate, but we saw the controversy, we have promotional products for less than $ 2,000 and we use it to demonstrate that there are products at that value,” he tells Clarion Hernán Lopes, one of Gaelle’s owners.
The company located in Valentín Alsina, Lanús, is dedicated to creating “second or third line” sports shoes: running, trekking, soccer cleats, urban shoes, in sizes from 21 to 45. The brand was born 55 years ago, Today it is directed by the brothers Hernán and Giselle Lopes, and produces about 15 thousand pairs per month.
Seeing the controversy, they spread the “Tolozapas” at $ 1,990. “We used it in a comical way on social networks. We did not believe that the impact would be so strong. We only used the installed theme to show that there is an offer at that price and we do not want to focus on any political party,” remarks Hernán Lopes and details that they put in promotion at $ 1,990 about 500 pairs of sneakers.
According to its owner, the most expensive Gaelle model costs about $ 4,500, and remarks that due to the economic crisis they had to reduce the company some time ago.
The “political” marketing
After uploading photos of sneakers for less than $ 2,000 to social networks, Victoria Tolosa Paz celebrated that Gaelle’s women’s sneakers were “sold out.”
“By attacking me with trolls and TV reports, they managed to impose an agenda that benefits national production, because they tell me that now they are lining up to buy the ‘tolozapas’ and today they told me that in La Plata they are already sold out,” Tolosa Paz replied in dialogue. with radio Delta.
“I was not thinking of getting into that mud, but it turns out that Moreno was walking with the mayor and in all the windows he saw slippers for less than 2,000 pesos. And then I hear them say to me: ‘The last time Axel beat him in a Clio, this lap Tolosa Paz beat him with the tolozapas’“.
And he pointed to Joaquín De la Torre, former mayor of San Miguel, a candidate for provincial senator on the Facundo Manes list, within the Juntos alliance.
“Tolosa Paz has been a civil servant for two years. Has it only now occurred to her to walk around and listen? She has no idea what a pair of sneakers costs, except what happens in the suburbs,” criticized the former Secretary of Government of María Eugenia Vidal from his Twitter account.
“Even Joaquín de la Torre criticized me, and he must know that I have walked the Province since I was 23 years old, when I was going everywhere with the hype of a pregnant woman,” said Tolosa Paz. And she added: “I lived with the salary of a public employee and I know perfectly well how I had to manage myself to be able to raise my children and support a family.”