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  • Abre en Amsterdam una tienda pop-up en la que se paga con droga

Abre en Amsterdam una tienda pop-up en la que se paga con droga

Aunque parezca difícil de creer, así es. La marca sueca de ropa deportiva Björn Borg está detrás de esta sorprendente campaña.

El objetivo de la marca es conseguir que los clientes intercambien marihuana, analgésicos y otras drogas por prendas de edición limitada. Con todo ello pretenden promover el deporte y estilo de vida más saludables.

Y es que, para alcanzar un buen “colocón” no hace falta echar mano de ninguna droga, basta con hacer deporte.


De hecho, en la presentación de la campaña, el director de marketing de la marca aseguraba lo siguiente: “Es asombroso cómo el cerebro reacciona al ejercicio y cómo puede igualar la alegría y la euforia al mismo tiempo. El entrenamiento libera una cantidad tal de sustancias estimulantes en tu cerebro que podría ser ilegal en algunos países”.

Según Lennart Högmann, profesor e investigador de neurociencias cognitivas de la Universidad de Estocolmo: “Cuando las personas están físicamente activas, el cerebro incrementa el nivel de mensajeros químicos, que se utilizan para la comunicación entre células cerebrales y tienen un importancia de primer orden en la regulación del estado de ánimo. Los efectos del deporte dependen mucho, de todos modos, del individuo, por lo que lo mejor es dejar que cada uno descubra por sí mismo con qué intensidad necesita practicarlo para alcanzar las cotas más elevadas de euforia”.

Resulta curioso ver el atrevimiento de la marca realizando una campaña de este estilo, en torno a un tema tan delicado, aceptando drogas como moneda de cambio.

Como era de esperar, las reacciones no se han hecho esperar.

consumo, Establecimiento, Experiencia, Innovación y comercio, Marketing, Retail, Titular

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