Ramo denies that “egansito” was an advertising campaign and claims that its sales fell

On the afternoon of March 17, Egan Bernal expressed his annoyance with Ramo for the reference to him in the product Gansito when he won the Giro d'Italia, about a year ago, and hours later the company issued a statement about what the cyclist reported on its social networks.

The rider stated that the company used egansito without his permission or that of his team, the Ineos Grenadiers, and that, later, to make up for his mistake, he communicated with them. According to him, an agreement was being worked on to support cyclists in training, but Ramo's offer remained in words, hence nonconformity.

Well, the Colombian company argued that egansito only circulated on social networks and that at no time did it profit from the image of the competitor: it was a tribute, but not an advertising campaign.

Ramo even argued that the publication did not have an increase in sales, that is, that its image did not translate into dividends for the company. However, it seems that he was confused about the month in the measurements, as the Young Wonder of Zipaquirá won the Giro d'Italia in May and the organization claims the figures for June.

“Our admiration for Egan was and will continue to be sincere and totally alien to our business dynamics. We highlight, as a proof of the above, that as shown by the product consumption figures, that month of June Gansito's sales not only did not grow, but were lower than the previous two months”.

Despite the obvious mistake, Ramo was emphatic that:

For the company, a genuine sign of its interest in paying homage is that when Nairo Quintana won the Giro in 2014, he did something similar.

“As a company committed to Colombia, to its athletes and its great songs, we paid tributes to other great athletes such as Nairo, when we won the Giro and we wore pink to Chocoramo. We talk about peace wearing it white and, in the midst of the pandemic, we use its packaging to send hugs and messages of encouragement. This is how Ramo acts: as a company that vibrates with Colombia and its people, and uses the power of its brands to send messages that make life better,” he added.

Regarding the agreement to support young talents, to which the winner of the 2019 Tour de France referred, he explained: “The fact that we have not found a commercial agreement to sponsor the team of Egan's interest does not change the genuine and transparent spirit with which we pay tribute to this great Colombian athlete. Egan deserves and will continue to deserve our love and admiration that we reiterate through this medium, as we do with all the great athletes who honor us and make us better.”

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