{"id":678478,"date":"2025-12-23T00:00:00","date_gmt":"2025-12-23T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=678478"},"modified":"2025-12-26T12:46:38","modified_gmt":"2025-12-26T12:46:38","slug":"shock-first-explain-later-is-this-the-future-of-marketing","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2025\/12\/23\/shock-first-explain-later-is-this-the-future-of-marketing\/","title":{"rendered":"Shock first, explain later \u2014 is this the future of marketing?"},"content":{"rendered":"

? Competition<\/strong> for <\/strong>eyeballs<\/strong> is high, thanks to shrinking attention <\/strong>spans and AI-generated marketing campaigns \u2014 businesses\u2019 easy fix? Shock value. <\/strong>The past few months saw Egyptian coffee brand Cilantro send a series of cryptic text messages to thousands of customers. Some read \u201cGo do your laundry,\u201d and more ominously, \u201cTurn off your camera.\u201d<\/p>\n

\u201cUnprofessional, disrespectful, and irrelevant\u201d were some of the accusations directed <\/strong>towards the brand. <\/strong>Angry customers took to social media to express their discontent with the text messages, which had, up until then, provided no context for their content. Even when the campaign was fully unveiled<\/a>, many still felt that Cilantro\u2019s marketing team missed the mark by crowding their inboxes with irrelevant (but startling) messaging with no apparent link to the brand\u2019s offerings.<\/p>\n

\u201cA successful guerrilla marketing campaign is defined by disruption with purpose, <\/strong>not just attention for attention\u2019s sake,\u201d<\/strong> Nader Elhamy, founder and lead consultant at Toolbox Marketing Consulting, told us. In Elhamy\u2019s view, a successful guerrilla campaign still needs to tie back to a brand\u2019s positioning, values, and offerings, even if subtly. <\/p>\n

Elhamy believes Cilantro checked all the boxes of a successful guerrilla marketing <\/strong>campaign \u2014 here\u2019s why:<\/strong> \u201cOver the past few years, Cilantro\u2019s communication activities have been leaning into an archetype that is playful, daring, and kind of pushing the boundaries; a suitable positioning for a coffeeshop brand primarily targeting young people,\u201d he tells us. That said, Elhamy agrees that some of the messages may have indeed been irrelevant, and for some demographics, condescending.<\/p>\n

When the texts were revealed to be excerpts from user-generated content<\/strong> about embarrassing situations experienced over online calls, it all came together. According to Elhamy, despite the backlash over the initial phase of its deployment, the campaign managed to change the narrative from irritation to engagement, and from damage to impact.<\/p>\n

Love it or hate it, the c<\/strong>ampaign got people talking, fulfilling its purpose. This <\/strong>begs the question: Should virality be the only metric of success?<\/strong> \u201cBrands used to stand out by what they offered in terms of quality, color, taste, or price,\u201d marketing expert and chairman of TSM Management Mohamed Galal told EnterpriseAM. \u201c[Now] it\u2019s all about emotional marketing and playing on psychology. To succeed, a brand has to be cognizant of who is buying their products and who their target customer is,\u201d Galal adds, noting that the current marketing zeitgeist involves tailoring messaging around the consumer rather than the product.<\/p>\n

Why? Because today\u2019s consumers like it. <\/strong>Authenticity and honesty, markers of humanity amidst an AI-ridden world, are what consumers \u2014 particularly Gen Z and millennials \u2014 are looking for. When asked how far a brand should go with their marketing campaigns, Galal believes that the sky is the limit \u2014 while being mindful of cultural sensitivities, naturally. However, we would argue that the line between authenticity, shock value, and irrelevance is easily overstepped.<\/p>\n

When would it not work? <\/strong>When creativity ignores context. The reason Cilantro\u2019s campaign landed after a perceived bumpy start was because it tied back to the brand\u2019s ethos and propensity for pushing boundaries. Which is to say, it stuck to its guns and trusted the process. If a different company with a different track record and brand image had launched the same campaign, it may not have won back customers\u2019 good faith.<\/p>\n

Why context matters:<\/strong> \u201cOne example that comes to mind is a famous soda campaign by an international brand, which faced huge criticism as a result of its timing,\u201d Elhamy tells us. The campaign tagline was \u201ckhaleek \u2018atshan,\u201d or \u201cstay thirsty,\u201d launched shortly after the start of the genocide in Gaza. Gazans were facing food and water shortages, and many Egyptian consumers were already boycotting the US brand for its significant presence in Israel, making the messaging tone deaf and inflammatory. The bottom line? Know your customer, be mindful of the context, and play it smart. It\u2019ll pay off.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cBrands used to stand out by what they offered in terms of quality, color, taste, or price, [now] it\u2019s all about emotional marketing and playing on psychology\u201d<\/p>\n","protected":false},"author":1,"featured_media":678479,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8375],"tags":[8374,633,638,3877],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-678478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-enterprisepm","tag-for-your-commute","tag-marketing","wpautop","entry"],"acf":{"mongo_id":"773073d9-20fc-4d01-be55-e4a6918f90e8","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/12\/1137.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Shock first, explain later \u2014 is this the future of marketing?","related_issue":[678473],"teaser":"\u201cBrands used to stand out by what they offered in terms of quality, color, taste, or price, [now] it\u2019s all about emotional marketing and playing on psychology\u201d"},"yoast_head":"\nShock first, explain later \u2014 is this the future of marketing? 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