THE removal of the Conguitos of the Bar of the Catalan Parliament highlighted an increasingly common conflict in the world of marketing: the tension between a brand’s historical identity and contemporary social sensitivities. Even if the emblematic brand has renewed its image to avoid criticism of racism, the controversy remains latent, in particular because of the name, which evokes its beginnings with stereotypical representations of African people.
Conguitos was born in 1961 with an aesthetic that would be unthinkable today: black figures, with spears, thick lips and dressed in tribal. Over the years, the brand has attempted to soften this image, with major changes in the 2000s, with the removal of the spears, and in 2010, with a significant redesign that changed the look of the mascot. However, despite these efforts, the name continues to evoke this problematic iconography.
Basha Changue, an activist and member of the black African community in Spain, points out that the problem lies precisely in the name. “The name remains what it is, and many of us have been called “conguitos” throughout our lives. “It perpetuates a racial stereotype that the brand has failed to unravel,” he says.
From a marketing perspective, these types of dilemmas represent a significant challenge. Beatriz Cuevas, coordinator of the Advertising Diploma at EUSA, explains that changing the name of such a deeply rooted brand could result in a very high costnot only in financial terms, but also in terms of consumer loyalty. “A complete rebranding is not a simple decision. For a brand with so much history, changing its name could dilute its identity, in addition to involving unaffordable economic and operational costs,” he argues.
Yet marketing experts know that ignoring these types of controversies can come at a high reputational cost. Brands are under increasing pressure to be socially responsible and consumers are demanding changes that reflect the values of inclusion and respect. Brands like ColaCaowho removed his song “I am this negrito”, or H&Mwho had to apologize and remove a t-shirt with an offensive phrase, are examples of how image failures can negatively impact public perception.
In the case of Conguitos, the dilemma is itself: they must prioritize the heritage of the brand or adapt to the demands of a changing society. For the moment, the brand has chosen to keep its name, but the risk of further damage to its reputation remains.
