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GOD BLESS AMERICA
Monday, April 17, 2017
Advertising On Wheels Arrives In Havana
14ymedio, Zunilda Mata, Havana, 14 April 2017 — The vehicle belonging to El Biky cooperative is adorned with the images of its products and the smiling faces of some of its employees. The food center, located at the corner of Infanta and San Lázaro, is looking to conquer new new customers for its cafe, restaurant and bakery.
As it passes, the singular minibus awakens curiosity and questions. Some question whether private individuals will be allowed to do the same, or whether it is only a prerogative for the 397 non-agricultural cooperatives that are active in the country.
As for advertising and marketing, ingenuity and creativity alone are not enough; also important is the enterprise’s form of ownership and management.
For decades advertising was frowned upon by the Cuban government
For decades, advertising was frowned upon by Cuban officialdom. The existence of the rationed market, the creation of a distribution system where people “earned” the right to buy home appliances based on their loyalty to the government, and the almost total nationalization of the economy made advertisement to promote a product or service unnecessary. To talk about marketing was taken as an ideological drift with petty bourgeois tints.
With the economic reforms of the 1990s the situation began timid changes. The government itself launched publicity for trips to the island with colorful advertisements of beaches, sun and sand. The private sector was not far behind and created everything from brochures with their offers, to digital sites to attract customers. However, television maintains the sobriety of not airing commercials and the marketing is focused within the food outlets themselves, the yellow pages of the telephone directory and the internet.