Recently, the hashtag #BISnevermore dominated major social media platforms. The mobilization emerged as an indignation of individuals aligned with right-wing political ideology, in response to the choice ofFelipe Neto to be a poster boy for BISone of the main chocolates in Mondelz. The businessman and also youtuberwhich has more than 45 million subscribers on its channel, caused controversy when it declared its support for the current president of the Republic, Luis Incio Lula da Silva (PT), during last year’s elections.
The controversy began after Felipe Neto participated in the Under Pah, podcast presented by influencers Igo and Mtico. During the conversation, sponsored by BIS, the youtuber fired several criticisms at supporters of the previous government and former president Jair Bolsonaro (PL).
The comments were not well received by the public and some internet users decided to take a stance against the brand on social media, producing videos to boycott the consumption of chocolate and satirizing the drop in the value of Mondelz shares on the stock exchange, saying that who seals, does not profit. Although this is a controversy of great impact at the national political level, Mondelz does not have shares listed on the Brazilian stock exchange, the B3, invalidating the allegations that the partnership with Felipe Neto was affecting the company’s economic performance. Factors such as the economic crisis in the United States and the armed conflicts between Israel and Hamas are some of the reasons that are really causing instability in the shares of the food giant, which has been falling in recent days.
The counter-campaign, which seeks to discourage the consumption of BIS products by claiming low quality, encourages the choice of chocolate Kit Katmanufactured by competitor Nestle, which chose not to take a position in relation to the political events in question. In response to self-declared conservatives, supporters of left-wing political ideology are promoting the products of Lactation as an alternative.
The popular rivalry gained even more strength with the participation of both the company’s president, Liel Miranda, and Felipe Neto in the current government’s Sustainable Economic and Social Development Council. While the public fuels political dispute on social media, Mondelz declared that as a leader in the snacks in Brazil and around the world, reaffirms its absolute respect for diversity of opinions.
* Layer photo: Repduo/PodPah
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