The encyclopedia · Advertising & PR · Marketing decision · 2025
One lyric sank a filmed yogurt campaign: Alpina dropped Blessd over the '+57' backlash
A line in the megahit '+57' triggered national outrage in Colombia, and Alpina refused to launch its already-filmed Bon Yurt campaign with singer Blessd.
Alpina · Blessd · 2025-06-06
What happened
'+57' was the Colombian reggaeton event of the year: Maluma, Karol G, Feid, J Balvin, Ryan Castro, Blessd and DFMZ on one track, released in November 2024 and one of the biggest Latin hits of the season. Blessd's profile was at its peak, and Colombia's largest dairy company, Alpina, had signed him to front a national campaign for its Bon Yurt yogurt.
In early June 2025, a lyric in the song — 'Mamacita desde los fourteen,' sung by Feid — sparked a national scandal in Colombia. The line, which referenced a 14-year-old girl, drew outrage on social media, institutional complaints and legal challenges, and the controversy reached every brand connected to the song's artists.
Alpina had already filmed its Bon Yurt campaign with Blessd. When the backlash peaked, the company decided not to launch it — the finished spot never aired. Blessd lost the sponsorship, and no financial figure for the written-off campaign was disclosed.
Why it happened
- A lyric in a group song, not even sung by Blessd, was enough to sink his campaign: sponsors price association, not authorship.
- The campaign was already filmed, and Alpina wrote it off before it ran — launching it would have made the brand itself part of the controversy.
- The bigger the hit, the bigger the blast radius: the song's popularity is exactly what carried the backlash into the brands that had bet on its stars.
The lesson
A filmed campaign is not a launched one: the '+57' backlash made Alpina's finished Bon Yurt spot with Blessd unusable before it aired — controversy in a song travels to everyone in it.
Aftermath
The lyric 'Mamacita desde los fourteen' in the November 2024 hit '+57' sparked a national scandal in Colombia in early June 2025, with outrage on social media, institutional complaints and legal challenges. Alpina, which had filmed a national Bon Yurt campaign with singer Blessd, decided not to launch it, and the finished spot never aired. Blessd lost the sponsorship. No financial figure was disclosed for the cancelled campaign.
Sources
- Infobae — Blessd lost an important food-brand sponsorship over the '+57' controversy
- Los40 Colombia — Blessd blames Feid's verse in '+57' for the lost campaign
spotted an error? The club wants to know.
More like this
Nestlé's labels promised oats and honey the cookies didn't contain — R$13M fine
Laive called its cheese 'artesanal' for eight years — Indecopi said it was industrial
Aje Bio was not organic — Indecopi ordered the word off Peru's best-known aloe drink
Somewhere, someone solved the problem this company failed at. 2nd Opinion →
Comments · 0
Sign in to join the comments.