According to the Estado de S. Paulo, this year’s Carnaval celebration was marred by incidents that badly damaged the public image of its corporate sponsors.
The lensmaker Transitions saw its brand tainted with scenes of violence and vandalism during the tallying of judges’ scores on Tuesday. A member of the carnival society Império de Casa Verde, sponsored by Transitions, leaped over a police barrier and tore up the jurors’ voting forms. Worse, he did this while wearing the company’s logo on his T-shirt.
“It was unexpected and deplorable”, said Vanessa Johns, marketing director, América Latina, for Transitions. It was the first time the company had sponsored a carnival society as part of its $R 22 million marketing budget for Brazil. tTransitions adopted Casa Verde because the theme of its presentation was vision.
Or perhaps Casa Verde took its theme from the sponsor, or as a result of more nuanced negotiations.
In 2006, police investigated the same samba society for links with the PCC, São Paulo’s reigning Bolivian marching powder and death dealer. From that report, …
… Court-authorized wiretaps caught Casa Verde members plotting criminal acts with Sidney Rogério de Moraes, 39, considered the principal bag man for the Northern Zone of the state capital. In that region,, the PCC is thought to collect some R$ 500 thousand per month …
Police say three members of Império da Casa Verde also belong to the PCC. Alexandre Constantino Furtado, 34, Rogério Sevilha Silva, 26, and Fábio Franco de Oliveira, 23, were indicted along with nine others for involvement in the scheme run by Moraes.
In 2007, the Estado de S. Paulo reported on alleged criminal patronage of football teams in smaller São Paulo cities.
Government and corporate subsidies have been raised to some degree in a bid to outbid groups traditionally supported by the barons of informality, such as bicho and bingo and caça-níqueis and milícias, aka mafias with badges …
Returning now to the present-day PR disaster …
“Transitions was very unlucky. No one could anticipate something like this”, said Grupo Troiano Branding director Ricardo Klein. In his view, the lens maker will suffer a blow to its image in the short term, as the images are still all over the TV. However, he added, ”It was so surreal that no one is going to think badly of the sponsor.”
In a similar manner, the film bio of the chain-smoking, beer and barbecue ex-president Lula da Silva was sponsored by Souza Cruz — big tobacco — and Brahma — big, bold beer, something of a Brazilian Duff.
The top follow-up story now involves whether the assault on the judges and carnival floats was planned in advance.
Six carnival societies are suspected of having incited the riot and invasion of a restricted area of the Sambadrome stadium on Tuesday afternoon, as results were announced in the contest for best in show, 2012.
SPTV | Globo showed footage of members of Império da Casa Verde, Gaviões da Fiel, Vai-Vai, Camisa Verde, Tom Maior and Pérola Negra huddling together and then proceeding to the judging area. In the confusion, the scoring process came to a halt. After gathering with leaders of the societies in question, Mocidade Alegre, leading as of the time the vote was interrupted, was declared champion. Two persons were arrested for theft of the ballot forms and destruction of public property.
Police from a special office of tourist security
will take over the investigation. Meanwhile, though the lense of our disappointed sponsor,
The most significant victim is probably São Paulo’s annual Carnaval itself, said ESPM professor , Marcelo Pontes. The live broadcast on Globo was sponsored by such prominent brands as the Bradesco bank, TIM mobile telephony and brewer Nova Schin. Brands such as Bombril cleaning prroducts and Pantene hair care sponsored individual societies.
By means of these sponsorships, advertisers hope to reach audiences on a mass scale, says José Roberto Martins of the consulting firm GlobalBrands. “There is the risk of associating your brand with a less than positive activity.” Martins believes episodes such as this, along with the suspected rape on the Big Brother Brasil reality show, could cause sponsors to reconsider.
Even my supposedly libertarian self thought the episode of BBB in question — a candidate investigated on suspicion of an on-set rape by the federal police, was hastily dropped off in the waste heap of history – was incredibly disgusting.
And not only that: What is left unsaid in all this commotion is that the party most at risk in this situation is Globo itself — it enjoys a monopoly and one would assume sets advertising rates accordingly.
The ratings leader among rival networks is Record — a highly professional group with deep pockets originating in the past and present televangelism of its founders. These network wars often get down and dirty.
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