Chiara Ferragni’s 2023 didn’t start in the best way. The Balocco case continues to create debate, controversy and above all concern among the brands that have collaborated with the entrepreneur and influencer for years. Even Coca Cola would have decided to take a step back by deciding to interrupt, who knows, perhaps only temporarily, relations with Ferragni.
According to what La Repubblica reports, Coca Cola had chosen Chiara in December (perhaps before the arrival of the Antitrust sanction) to shoot an advertising spot “which should have been released at the end of January”. The timing was not coincidental. Coca Cola wanted to take advantage of the proximity to the start of the Sanremo Festival given that last year the influencer Chiara was right on the Ariston stage. After the sanction, however, Coca Cola apparently backed out and the commercial should be released soon but with another, or another, protagonist (filming will be in Milan).
Coca Cola followed Safilo in its decision, which last December 21st canceled the license for Ferragni brand eyewear. “We have been working with Chiara in Italy in 2023, including for some filming held last December. We do not currently plan to use this content,” Coca Cola said in a press release. Pigna has a completely different vision and continues to support Chiara.
“We have been collaborating with Chiara Ferragni for several years, having had the opportunity to appreciate her human and entrepreneurial qualities – explained CEO Massimo Fagioli in a note -. The commercial relationship between the two Italian brands has been profitable and satisfying in all markets in which we operate in. Pigna’s 185-year history, our leadership and our corporate style lead us to look towards the future, with the hope that the current difficult context can be overcome”.
In the meantime, however, Chiara would have signed an important contract with a “brand that is part of an international giant”. Who knows how long we will see this fundamental collaboration in her stories, because in the meantime Chiara has returned to publishing after weeks of social silence.
2024-01-06 10:54:14
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