From QMENTIRAS – “Esencial Costa Rica” is the new line pet grooming products to come of Costa Rica. Initially the brand was understood to be for promoting tourism, trade and investment, but that was all cleared up last night.
At the press conference Friday night, the Ministerio de Comercio Exterior (COMEX), Coalición de Iniciativa para el Desarrollo (Cinde) and the Promotora de Comercio Exterior (PROCOMER), cleared up the grave misunderstanding.
“I believe the press misunderstood us”, was quoted a government official, who explained that the brand was for a new line of pet grooming products that will be exported to European, Chinese, Canadian and U.S. markets.
On Tuesday, Presidenta Laura Chinchilla announced the new brand.
Facing criticism for the brand name and the US$650.000 dollars cost to create it, the government realize it had a “lemon”.
When life gives you lemons, make lemonade!
Seizing an opportunity from a seemingly bad siutation, higher ups in the government came up with the idea of applying the brand to a pet care product instead. And thanks to the Ministerio de Comunicacion, they could blame it on the press for the misinformation.
Although production and shipment may not be for some time, COMEX, CINDE and PROCOMER officials quickly came up with the “Esencial Costa Rica” line of pet coat care products.
“The product will be marketed mainly to the the ‘dog show’ world, it can also an optimum everyday product as well for professional use that is in so high a deman by animal lovers and exhibitors of all breeds of dogs and cats”, said government officials.
Questioned when the product would be available, “the branding of the product is the first phase in what may involve years of development”, was the response.
We are truly excited about the future of this product and brand but fear it may probably never be available.
