Boys and girls all over Italy have something new for breakfast: the Sdrogo Pop. They are cereals with nougat cream born from the collaboration between Blur and Dolly Noire. The first, born Gianmarco Tocco, is a Roman streamer, one of the most popular faces of Twitch Italia and the Kings League. The second is a Milanese streetwear brand. This is not the first collaboration between the two parties. Sdrogo Pop can be purchased in the Dolly Noire digital store at price of 25 eurosbecause they are sold bundled with a mug. Above there are various drawings, including the crown, symbol of Blur, who is not surprisingly nicknamed the “King”. An operation aimed at the young generations who follow Twitch and Youtube, inaugurated by a video published on Blur channels.
In the commercial, the streamer and his colleague Francesco Marza Marzano reinterpret two icons of television series: Walter White and Jesse Pinkman breaking Bad. This is not a single reference: the aesthetics of the product, starting from the packaging, refers to the famous AMC series. Yet it is not the quality of direction, graphics and photography that gets people talking about cereals, but their name. In social media and on platforms like Twitch and YouTube, there is a lot of talk about “Sdrogo Gate”. A new controversy on the web, which sees Blur and the Melagoodoa historic group of content creators born on YouTube in 2010. Among the best-known names at the moment is Edoardo the Masseo Skinny.
What is Sdrogo Gate
Some Melagoodo members took issue with Blur’s use of the word “sdrogo” to sell a product. The reasons are not legal: the term is not a registered trademark, so its use for commercial purposes is legal. The criticisms against the streamer are instead of human nature. The “Sdrogo Pop” operation is in fact perceived by Melagoodo as personal appropriation of a term that is now collective. Not only that. In recent weeks Blur had launched some criticism at the creators of Melagoodo precisely for having used the term Sdrogo in a format to which he he had not participated. Yet the bond between Blur and Melagoodo has been very close, for years. As those who have it will remember well frequented YouTube in the golden years of gaming.
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Let’s explain better: “sdrogo” is a saying shared by the group’s large community to indicate something they really like, like a good game of video games. The explosion of the term occurred in the early 1910s 2000to the point of becoming part of youth slang. It has nothing to do with drugs, as specified by The Nation in an article from 2022. A story that breaks the internet, given the involvement of the various fandoms of the content creator in question, but which is certainly bearing fruit in terms of marketing: in the world of YouTube and Twitch Italia the “Sdrogo Gate” is the trend of the moment, and consequently cereals are becoming the same.
