The technical definition is “instant marketing”: it is a commercial technique for promoting a product carried out by exploiting news and events, creating original, fun and engaging content.
And that's what the social media managers who take care of the image of San Giuliano oil, produced by a Sardinian company with a factory in Alghero, did.
They had an easy time of it, given the homonymy (betrayed only by a space) with the Minister of Culture Gennaro Sangiuliano, overwhelmed by the scandal unleashed by his no longer clandestine relationship with the ministerial consultant (more or less accredited) of Pompeii, Maria Rosaria Boccia.
A bottle of extra virgin olive oil appeared on Instagram and the company's main social channels, with this accompanying text: "A clarification on the news of the last few days: this is the only "bottle of San Giuliano" that we know of. No mistery, just excellent oils."
