Naranja papaya
Por imanrique | El 26/02/2018 | Comentarios (11)
Si al escuchar la palabra 'papaya' piensas en una fruta tropical, estás demostrando que tienes un conocimiento razonable de la pomología. Pero si lo primero que te viene a la cabeza al escuchar 'papaya' es el coche de Fernando Alonso, una explicación razonable puede ser que eres muy fan del automovilismo en general y del piloto asturiano en particular.
Y es que los genios del marketing nunca descansan y saben muy bien lo que se traen entre las manos. En la categoría reina del motor no se da puntada sin hilo, todo se concibe y se desarrolla en torno a las marcas participantes y a su conocimiento.
Mirándolo fríamente, una carrera de coches es algo bastante soso. Se trata de dar un número determinado de vueltas a un circuito antes que el resto de participantes. ¿Y eso es todo? ¿Dónde está la gracia?
Torrente de historias y de emociones
Pues la gracia está en el torrente de historias y de emociones que se generan y que despiertan nuestro interés en torno a las carreras, a los circuitos, al origen de los coches, a los motores, a los pilotos, a los colores, interés en torno a los valores que proyectan y cómo son percibidos y entendidos por el público, haciendo prácticamente imposible no tomar partido.
En el caso que nos ocupa, McLaren, equipo histórico de la F1, lleva una racha de malos resultados demasiado prolongada y de la que no dudan en responsabilizar a su hasta ahora socio y motorizador Honda. Tres años de sinsabores y fracasos continuados llevan a la escudería con sede en Woking (Inglaterra) a romper su alianza con el suministrador japonés y a buscar otro fabricante que dé más brío a sus bólidos, siendo elegidos para ello los franceses de Renault.
Valores que marcan la diferencia
Por si esto no fuera suficiente, los británicos quieren hacer todavía más evidente la ruptura acudiendo a sus valores de siempre y profundizando en aquéllo que en su día marcó la diferencia y les hizo fuertes: la valentía, la decisión y la audacia en el diseño de los coches, en las estrategias de carrera y en el carácter de sus pilotos.
Cuando en 1968 lo habitual era que los monoplazas fueran pintados con los colores nacionales de su país de origen, fue Bruce McLaren quien decidió teñir el coche de naranja papaya para hacerlo resaltar frente a sus rivales.
Dar con la tecla
Ahora, 50 años después, los actuales responsables de McLaren han visto en el naranja papaya una tecla para despertar pasiones y enganchar a sus aficionados en un momento de crisis deportiva.
Un color que refleja energía, osadía, atracción y creatividad. Un color capaz de transmitir sus valores, sus ideas y sus emociones.
Un color que no le tiene miedo a nada.
¿Alguien da más?
Formula1 FernandoAlonso Valores Emoción Marca
Comentarios (11)

- 1. | 10/08/2025

- 2. | 10/08/2025

- 3. | 14/06/2025

- 4. | 11/04/2025
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- 5. | 05/04/2025