Marketing Masterstroke: How Newsan’s ‘Chainsaw and Blender’ Campaign Captures Consumers’ Attention in the Age of Political Polarization

For years, companies have been inspired by reality to create advertising and marketing campaigns. One example is Arcor’s “we are not in campaign, we are in Campagnola” campaign, which used iconic phrases from Argentine presidents. Other companies have leveraged current events, such as using the phrase “stockeate” during a government change to allude to an upcoming devaluation and price increase. Additionally, some companies have launched products based on political remarks, like the “Cuchuflito” line after a comment by Cristina Kirchner.

Recently, Newsan launched the “Chainsaw and blender” promo for its Philco brand. The campaign offers a free blender with the purchase of a chainsaw and references President Javier Milei and his cost-cutting measures. Milei himself praised the campaign as “genius” and saw it as a nod to his plans to reduce public spending. The Philco campaign was designed to capture attention and generate social media buzz, with the promotion lasting four days or until the limited stock of 20 chainsaws was exhausted. The addition of a blender to the promotion symbolizes cuts in expenses amid rising inflation and devaluation, addressing the challenges faced by consumers.

This strategy aligns with Milei’s cost-cutting measures and highlights the brand’s innovative approach to marketing in real-time. By tapping into current events and political remarks, Newsan has been able to create campaigns that resonate with consumers and generate buzz on social media.