After gaffe, cosmetics company publishes video showing the correct cultivation of cashews

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Propaganda became a joke on social media last weekend for bringing the fruit upside down, in addition to showing it on the wrong tree. Advertising with cashew that grows inverted becomes a joke on the web The cosmetics company L’Occitane au Brésil published on Monday (16) a video showing the real cashew tree after an advertisement went viral on the networks with the cashew inverted and the wrong tree. An advertisement featuring actress Grazi Massafera became a joke on social media last weekend for featuring an “inverted” version of the cashew: in the company’s video, the fruit appears stuck to the tree branch by the nut. However, in nature, what connects the fruit to the tree is the “flesh”, called the peduncle (learn more below). In addition to the wrong position, it is possible to notice, from the leaves, that the tree used for filming is not a cashew tree. The video was originally published on social media on October 3. Where does cashew come from; listen to the podcast and find out more. The company took advantage of the viral advertisement and joined in on the fun. She also published a video with nutritionist and influencer Rodrigo Góes, who “unmasked” the fruit just like he does with the physiques of celebrities on social media. In the video, Rodrigo says that cashew is “fake natty”, as he calls celebrities who, according to him, use anabolic steroids. The Instituto Caju Brasil (ICB), founded in 2018 and based in Fortaleza, was one of the critics of the campaign. A message on the ICB profile stated: “We sincerely hope that the company can correct its error through compensatory campaigns. The sector is already experiencing several problems, and having the image of its ‘identity’ distorted is very sad.” But after all, do you know how cashew cultivation is done? The cashew tree is a plant native to Northeast Brazil. Despite being popularly called a fruit, the cashew is actually a pseudo-fruit, a “false fruit” – the real fruit of the cashew tree is the nut, which grows from the ovary of the flower. The “meat” part of the cashew works as a kind of rod between the plant and its fruit. The stalk represents around 90% of the cashew’s mass, which is why it is often confused with the fruit. Nothing is lost from cashews, see more details below: the nut is the most valuable part and generates millions in exports; the bark is used in paints and varnishes; almonds become biscuits and pastes; and, finally, the hoopoe is made into cashews and juice. The 100% Brazilian false fruit Arte G1 What does the company say? In a statement, L’Occitane stated that the representation of the inverted cashew in the campaign was an option made by the creative team to make “the aesthetic more playful”. “The creative team and executive production chose not to follow the real aesthetic of the fruit, placing it hanging by the nut and not on its native tree,” said the company. “Following this editorial line, the marketing team adopted the light, humorous and relaxed tone of voice of the brand’s identity and continued with the video to take advantage of the playful aesthetic – already used in other campaigns – to cause strangeness, which could generate greater engagement on social media.” How does wood become paper? Watch the video and discover where paper comes from Watch video of flowers that we can eat Where does what I eat come from: edible flowers Where does the wine we drink come from? Watch video Where wine comes from

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