The viral phenomenon of pineapples for flirting at Mercadona
Posted: Sat Dec 28, 2024 8:07 am
The case of Mercadona and the viral trend of flirting in its aisles is a phenomenon worthy of in-depth analysis, both from a marketing and consumer sociology perspective. This episode reflects how a viral trend, apparently harmless and casual, can influence the public perception of a brand and become a powerful communication tool, even when the company has had no direct involvement in its origin. This situation highlights the importance of the emotional connection between brands and their consumers, and how collective narratives can enhance or erode a company's reputation.
The origin of Mercadona's most viral phenomenon
It all started with a simple comment on a TV show seven years ago, where a contestant on "First Dates" suggested that a supermarket might be a good place to meet someone. Years later, actress Vivy Lin resurrected this croatia telegram lead comment on social media, giving rise to a wave of videos on Instagram, TikTok and Twitter in which young people, and not so young, looked for a partner in the aisles of Mercadona, identifying potential candidates with a simple but peculiar code: a pineapple placed upside down in the shopping cart. This seemingly trivial gesture quickly became an unequivocal sign that the bearer was looking for something more than supermarket products.
What might have initially been interpreted as a joke or a simple passing fad soon took on a much deeper dimension. Mercadona, a supermarket chain with a strong hold on the daily lives of millions of Spaniards, was catapulted into the centre of public conversation as “the place where things happen”. This situation is the dream of any brand: to be perceived not only as a place of consumption, but as a social space where meaningful human relationships can be forged. However, the question that immediately arose was whether Mercadona was behind this phenomenon. The chain, known for its meticulous control over its image and operations, denied any involvement, confirming that it was a completely spontaneous phenomenon. Despite this, experts did not rule out the possibility that the company could have identified and capitalised on the opportunity from the outset, managing the situation skillfully to maximise its profit without intervening directly.
The trend of turning supermarkets into the new "Tinder" is not a coincidence
This trend has clearly established its time, location and method. Aspiring lovers usually go to Mercadona between 7pm and 8pm, a time slot specially chosen to look for that special someone. However, the simple act of going to the supermarket does not guarantee success; certain rules must be followed. To distinguish singles from ordinary shoppers, a code has been established: if you want to hook up, place a pineapple in your cart, bottom side up, and head to the wine section. There, you will have to match your cart with that of another interested person who is also carrying an inverted pineapple.
The origin of Mercadona's most viral phenomenon
It all started with a simple comment on a TV show seven years ago, where a contestant on "First Dates" suggested that a supermarket might be a good place to meet someone. Years later, actress Vivy Lin resurrected this croatia telegram lead comment on social media, giving rise to a wave of videos on Instagram, TikTok and Twitter in which young people, and not so young, looked for a partner in the aisles of Mercadona, identifying potential candidates with a simple but peculiar code: a pineapple placed upside down in the shopping cart. This seemingly trivial gesture quickly became an unequivocal sign that the bearer was looking for something more than supermarket products.
What might have initially been interpreted as a joke or a simple passing fad soon took on a much deeper dimension. Mercadona, a supermarket chain with a strong hold on the daily lives of millions of Spaniards, was catapulted into the centre of public conversation as “the place where things happen”. This situation is the dream of any brand: to be perceived not only as a place of consumption, but as a social space where meaningful human relationships can be forged. However, the question that immediately arose was whether Mercadona was behind this phenomenon. The chain, known for its meticulous control over its image and operations, denied any involvement, confirming that it was a completely spontaneous phenomenon. Despite this, experts did not rule out the possibility that the company could have identified and capitalised on the opportunity from the outset, managing the situation skillfully to maximise its profit without intervening directly.
The trend of turning supermarkets into the new "Tinder" is not a coincidence
This trend has clearly established its time, location and method. Aspiring lovers usually go to Mercadona between 7pm and 8pm, a time slot specially chosen to look for that special someone. However, the simple act of going to the supermarket does not guarantee success; certain rules must be followed. To distinguish singles from ordinary shoppers, a code has been established: if you want to hook up, place a pineapple in your cart, bottom side up, and head to the wine section. There, you will have to match your cart with that of another interested person who is also carrying an inverted pineapple.