In a surprising turn of events, Coca-Cola has decided to pull the plug on a commercial featuring Chiara Ferragni, slated to debut at the end of January during the San Remo Song Festival. This move comes amid the aftermath of a scandal involving Ferragni’s promotion of a Pandoro pastry for false charitable purposes, resulting in significant repercussions for the influential Italian figure.
Chiara Ferragni, a prominent influencer with a massive following, found herself in hot water after the Italian Competition Authority (AGCM) imposed a hefty fine of over a million euros for what they deemed “unfair commercial practices.” The controversy led Ferragni to maintain a social media silence for 16 days, breaking it with an Instagram story on January 3rd, where she expressed gratitude to those who stood by her during the challenging weeks.
However, her return to social media was met with mixed reactions, with some accusing her of promoting a sense of victimhood. Amidst this, another significant blow hit Ferragni, with Coca-Cola announcing the cancellation of a previously filmed commercial set to premiere at the San Remo Song Festival.
At 36 years old, a mother of two, and married to Italian rapper Fedez, Ferragni rose to fame initially as a fashion blogger and has evolved into a successful entrepreneur. She owns a fashion brand and collaborates with renowned names like Dior and Chanel.
The recent turmoil revolves around Ferragni’s involvement in marketing the “Pink Christmas” Pandoro, produced in collaboration with Balocco. The pastry was purported to contribute partially to children with cancer at the Regina Margherita Hospital in Turin. However, investigations revealed that the hospital did not receive any proceeds from Ferragni, despite selling over 360,000 units of the Pandoro.
Italian Prime Minister Giorgia Meloni seized the opportunity to advocate for new regulations demanding increased transparency from influencers on social media platforms. Ferragni’s Instagram was flooded with critical comments, and her luxury boutique in Rome faced graffiti accusing her of being a “fraud” and a “bandit.”
In her video apology, Ferragni, dressed subtly in a gray jacket, with a quivering voice and near tears, acknowledged a “communication error.” She pledged to avoid similar “misunderstandings” in the future and announced a donation of one million euros to the wing dedicated to treating children with cancer at the Regina Margherita Hospital in Turin. Ferragni also expressed her intent to challenge the AGCM’s fine, claiming the entire episode was an “error,” and she had acted “in good faith.”
Despite Ferragni’s efforts to mend her image, the eyewear manufacturer Safilo became the first advertiser to terminate its collaboration with her. Coca-Cola’s recent decision to cancel the upcoming commercial adds to the challenges she faces.
As Ferragni’s Instagram lost over 70,000 followers in recent weeks, marketing expert Giampaolo Colletti remarks, “Ferragni’s crisis takes us into uncharted territory. Hers is the first fall from the Olympus of influencers.” The future of Ferragni’s business empire remains uncertain, with conflicting signals. While her store in Rome appears noticeably empty during January sales, the gray jacket she wore in the apology video, priced at $600, quickly sold out. The white and black versions are also completely out of stock, suggesting that despite the setback, Ferragni’s influence may endure, proving the internet’s rapid ability to forgive and forget.
