Commercial advertising enters the official press with an announcement by a "cuban amazon"

Commercial advertising enters the official press with an announcement by a "cuban amazon"

The Cuban communist press aligns itself with the hated capitalist media by including, this Friday, its first commercial advertising paid for by a private company. and it does cubadebate with the MSME Cubamodela, which defines itself as a “Cuban Amazon” and sells products at prices that are inaccessible to the vast majority of the population.

The sponsored text, as indicated at the end of the publication, appears under the heading advertorial, which only includes five previous issues, three by Havana Club and one by Caudal SA, both state-owned. On this occasion, it is a 100% private company that announces itself, becoming a precedent for those who are about to come to terms with the new Social Communication Law, approved a week ago and which will come into force in six months.

The new legislation puts black on white a practice previously proscribed in the Cuban media by indicating in its article 38.1 that these can “complement the financial and material assurance of their activities with the commercialization inside and outside the country of their productions and services, the sale of advertising space, sponsorship, national and international cooperation projects and other ways, all legally recognized, as long as the fulfillment of their public function is not compromised”.

Cubamodela, founded in 2015, in the wave of the thaw between Havana and Washington, was born as a platform dedicated to the exchange of interests of models, photographers and other people from the environment

However, this first advertiser is not a stranger to Cubadebate. Cubamodela, founded in 2015, on the wave of thaw between Havana and Washington, it was born as a platform dedicated to the exchange of interests of models, photographers and other people from the environment, but it soon began to evolve into a website that offers makeup, clothes or venue rentals. After several years navigating this panorama, at the end of 2021, its founder and director, Alejandro Peñalver, partnered with other self-employed people who wanted to use their platform to publicize their products and services.

“Currently, our MSME is linked to some 18 local businesses, from saddlery, jewelry, toys, furniture and artisan wines to photography services and clothing rental for weddings,” counted in April 2022 to cubadebate Peñalver, graduated in Economics from the University of Havana.

The medium gave extensive coverage to this trading platform on-line, that at that time it still did not deliver the purchase at home, but that it was already preparing the new page, released this 2023. In it you can find everything from clothing and jewelry to spare parts, pet products and food, organized by departments in a way which, as its own founder announced, refers to the American giant Amazon, although in a much more modest way.

“We want to sell and be attractive, and thus contribute to meeting the needs of the population. We accept both national and foreign payments. Those who have relatives outside of Cuba can make purchases by paying from there, and the savings will be even greater.” says Peñalver in the promotional article.

One of the keys to the business is the “linkages with national producers”, which allow reducing costs. Its director insists that Cubamodela is specifically a showcase for Cuban self-employed and entrepreneurs to offer their products, achieving visibility in return thanks to the popularity that the web supposedly already has and that improves its positioning.

However, the economist is also aware of the limitations of the experiment, precisely because it targets a percentage of the population that once again leaves out those who have the most needs.

“No more queues under the sun”, indicates the slogan of the campaign. The businessman acknowledges that the products that sell the most are spaghetti, tomato paste or detergent and, although he affirms that its price is cheaper than that of “most private outlets”, the products are very expensive when compared to Europe, the US or Mexico. A pack of pasta costs $1.5 and a pack of 32 toilet paper rolls costs $16, despite being on sale.

Commerce, explains the Cuban economist Elías Amor, “moves in a very specific segment of clients with high purchasing power, and who do not pay attention to the relationship of their remuneration with prices. A market segment in which the heat, the buses or the exhausting queue are not known, nor do they have to experiment with their negative effects, aspects that Cubamodela’s advertising and marketing highlights to ensure and give content to its competitive offer”.

The expert dedicates a blog entry to trade on-line from the promotion appeared in cubadebate and considers that ideas like Cubamodela’s are very good news. Amor analyzes the project and praises Cubamodela for having “thought of really interesting ideas”, including developing relationships with suppliers, which guarantee product quality and stable supplies.

“This, of course, would never have been done by the communist state business. The one that has empty warehouses with nothing to offer for 64 years.”

However, the economist is also aware of the limitations of the experiment, precisely because it targets a percentage of the population that again leaves out those who have the most needs. “In any case, it is easy to assume that online commerce moves in a very specific segment of clients with high purchasing power, and that they do not pay attention to the relationship of their remuneration with prices. A market segment that lives with the majority of the population that, due to having an insignificant purchasing power of their salaries and pensions, has to waste their lives suffering from the aforementioned heat, the buses or the exhausting queue.(…) And in Cuba these injustices currently exist and nothing nor does anyone seem to avoid them, rather the opposite. Given the parsimony of the state sector, the private sector takes advantage of the situation,” he concludes.

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