From February 3 to 5 illuminations and fireworks light up Catania during the festival dedicated to its patron. At the same time, you can notice many ads and events organized by national and local companies, whose outcomes are not always lucky
«Je taliatila che bedda, Javi du occhi ca parunustiddi, e naucca ca pari na rosa. Semu tutti devoti tutti» («Look how beautiful she is, with her sparkling eyes and her ruby red lips. We are all devoted to her»): a really good slogan you can find in jars, terraces and shop windows, because the “brand” behind the feast of St. Agatha fits (almost) everything. From February 3 to 5 illuminations and fireworks light up Catania during the festival dedicated to its patron. At the same time, you can notice many ads and events organized by national and local companies, whose outcomes are not always lucky.
DON’T MIX THE SACRED WITH THE PROFANE. Something similar occurred last November already, when in the historic centre they put billboards promoting a Barilla sauce «as sweet as the morning of February 5»: the citizens didn’t appreciate it at all, as for them the word «sweet» has a completely different meaning.
The same thing happened with one advertising of Santagata water, promoted with the slogan «Let’s Celebrate St. Agatha! SCIALAMU!» (lit. let’s have fun). This immediately triggered negative feedbacks on social networks: «What does it have to do with this feast? – read the comments – We do not use “scialamu” that way». «Better use “we are all devoted to her” – they also said – citizens would appreciate it more».
YOU NEVER CHANGE A WINNING TEAM. «You never change a winning team» used to say the famous soccer coach Vujadin Boskov. Ergo, the companies that a year ago got positive reactions from their users replicated the same pattern of tradition mixed with innovation.
Old slogan but new image for Red Bull, for example. «Even those who are “weightlifting” will feel relieved … Red Bull gives you wings!», With the remake of the exclusive access to Red Bull Terrace at Sant’Aituzza, at the crossroads between via Etnea and via di San Giuliano.
Even Isola Bella Gioielli proposed something similar to last years, with a collection dedicated to the typical “candelore” aiming to put «history and tradition, faith and folklore» together: «In #Catania you can already find a joyful atmosphere and the smell of nougats! This special collection of ours celebrates Saint Agatha and her devotees». And once again Prestipino Cafè decorated its window with the image of St. Agatha surrounded by typical confectionery products.
Finally, after the success of last edition, the Ferrovia Circumetnea (a provincial transport company) reproduced its Agatha Ticket spot, this time showing a little girl with her doll, dressed up with the typical tunic of devotees: «We’ll take the subway to go the festival, it is going to be a lot fun! And be a good girl – she tells her doll – always reply “yes” when they say we are all devoted to St. Agatha».
The French writer Georges Bernanos once said: «The Church does not need reformers, but Saints». For some time now, apparently marketing need some too.
Translated by Eva Luna Mascolino