But what has this got to do with brands like Rolex and Casio?
There’s no such thing as bad publicity?
In the song, Shakira sings a lyric which, when translated to English, reads: “You traded in a Ferrari for a [Renault] Twingo, you traded in a Rolex for a Casio.” As you can imagine, the number of mentions around these brands was catapulted shortly after.
But that’s not even the interesting part.
Despite the lyric insinuating that Rolex and Ferrari are superior brands to Casio and Renault, the latter duo have actually received better coverage. The graph below shows that Casio and Twingo received two to three times the number of mentions after the song’s release compared to Rolex and Ferrari.