In an interview with the newspaper “Folha de S.Paulo”, the president of the National Bank for Economic and Social Development (BNDES), Aloizio Mercadanteclaimed to have received, in the past, a proposal from the company Gillette to shave his mustache in an advertising action.
The petista said that the company offered R$500,000 for him to remove his mustache – which is his personal brand in politics. Mercadante added, however, that he told the company he “would never shave his mustache for money.”
The BNDES president also said that his characteristic mustache represents a way for him to maintain his personality and say that “he has principles that we do not negotiate and do not change”.
“You have to be consistent in life and you have to be committed. [O bigode] it is a way of saying the following: I went through many functions, I changed a lot visually and, some things, I do not give them away, I will be what I am”, explained the former senator and former minister.
The politician told the newspaper that he could even remove his mustache, but not for money. According to him, it would be like stripping off his own identity: “A guarana will never be a coke”.
A member of the Workers’ Party, Mercadante is a professor, academic and economist. Before leading the development bank, he already held positions in the Executive as the head of the Ministry of Education; of the Civil House; of the Minister of Science, Technology and Innovation – all of those in the Dilma Rousseff (PT) government.
He was also a senator and deputy for São Paulo.
What does Gillette say?
wanted by CNN , Gillette confirmed that it made contact with Mercadante “more than ten years ago”. The brand said that it was an “informal conversation” and that the negotiations “did not evolve”.
“Currently, Gillette has transformed its positioning and adopted a different communication from what was being done, more focused on inclusion, which today embraces an increasing diversity of men”, says the company.
Gillette did not confirm the value quoted by Mercadante.
(Posted by Pedro Jordan)
Source: CNN Brasil
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