A controversy over gelato shop Parameter highlights the risks of controversial marketing while also drawing attention to other gelato brands, says a marketing lecturer.
Parameter, a gelato shop at Siam Paragon mall, has become the target of online mockery after promoting its gelato as “ultra-smooth” and requesting customers not to take a picture of its products.
The shop claimed that photographing the gelato would compromise its texture due to changes in temperature.
Meanwhile, Kris Srepoomseth, a Thai actor and the outlet’s chef, posted a video explaining his ability to film the gelato himself.
He said following training in Italy, he has the expertise to assess the product’s condition visually and understand how temperature affects its texture.
The store also faced online criticism, with some commenters describing its gelato as overpriced. Prices range from 159 baht to more than 500 baht per serving.
In response, Mr Kris posted a video noting Thai business operators often compete on price. However, lower prices may not necessarily provide product quality comparable to higher-priced alternatives.
He encouraged consumers to value brands that offer quality products at reasonable prices.
Mr Kris said many countries place greater value on innovation, product quality and creativity.
Asst Prof Buppa Lapawattanaphun, a lecturer in communication at the University of the Thai Chamber of Commerce, said the brand’s communication focuses on three points: limited availability, ultra-smooth texture and premium ingredients.
The brand appears to use a controversial marketing strategy by intentionally raising issues surrounding its products, which lead to public debate and discussion on social media, she noted.
This strategy generates buzz through word-of-mouth marketing and creates a sense of fear of missing out (FOMO), encouraging consumers to try the products themselves.
However, controversial marketing is risky because it exposes a brand to reputational risks, said Asst Prof Buppa.
While FOMO buzz may attract short-term attention, she said these strategies should be used with caution.
For long-term success, maintaining or improving product quality and customer service are essential, said Asst Prof Buppa.
This controversy has created business opportunities for the industry by increasing public interest in gelato, prompting consumers to visit other specialised gelato shops, she noted.