· happened: on 5 February 2015
The sequel to the upside-down box, which beats the original
A day earlier, faced with a customer complaining about the state of his order, the chain had asked whether he might have opened the box upside down. The customer replied, and the following day came the finisher: a line that turns an absurd excuse into a question of personal calibre.
«era de esperar. Nuestros clientes jamás la abrirían del revés»
The joke was already made; the hard part was sustaining it twenty-four hours later without it deflating. And they manage it by promoting the absurdity: it is no longer that you opened the box wrong, it is that their customers, as a category, do not make that mistake. They shut you out of the club by way of a compliment.
Source: Marketing Directo
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