Snack ad pun on ex-husband's name ignites Spanish tabloid war between Irene Rosales and Kiko Rivera

The billboard that started it all

A giant advertising canvas appeared in the centre of Madrid this week, showing Irene Rosales holding a bag of Grefusa Mix, a snack that includes kikos (corn nuts). The slogan read: "Un mix con un mal kiko es un mal mix. Elige Grefusa Mix, elige el mejor kiko." The double meaning was unmistakable: "mal kiko" refers both to a poorly made corn nut and to her former husband, Kiko Rivera, the son of singer Isabel Pantoja and bullfighter Paquirri. The campaign, created by agency Fuego Camina Conmigo, quickly jumped from billboard to social media and then to television studio debates.

Kiko Rivera hits back

Rivera first called the advertisement "patética" in a statement posted to his social networks.

The life you have today is thanks to having eaten a Kiko. And yes, the phrase may sting, but it doesn't stop being the truth. Look around you. Look where you are today and remember where you came from.

Days later, stopped by journalists on the street, he said he was looking into legal action and added: "Her mind can't handle any more." The response drew a sharp comment from Irene Rosales's current boyfriend, identified only as Guillermo.

Kiko's words show the kind of education he has.

Rosales defends her choice

Appearing on Telecinco's 'El tiempo justo', Rosales explained why she accepted the assignment.

Life is short. If you want to take it well, great. And if you want to take it badly, that's each person's problem.

She added: "I'm at a point in my life where I think about myself, about my work, and I also want to live my life."

Gloria Camila sides with the punchline

Gloria Camila, daughter of bullfighter José Ortega Cano and herself formerly linked to a different Kiko (Kiko Jiménez), voiced unreserved support. Speaking at the second edition of the Woman Inspira awards organised by La Razón, she said the ad was brilliant.

I've seen the campaign and I loved it, but if I shared it, I was going to be very cruel. It would have been too much. My favourite haters would have been at it hammer and tongs. But I thought it was hilarious and, above all, a really good marketing campaign.

On 'El tiempo justo' she went further: "Todos hemos tenido algún kiko revenido en el paquete" ("We've all had a stale kiko in the packet"). According to Gloria Camila, Rivera unfollowed her on Instagram after she took a public position.

Carmen Lomana takes the opposite view

Not everyone in the celebrity circuit applauded. Socialite and television commentator Carmen Lomana, speaking on Telecinco, defended Kiko Rivera.

I think that if he was your husband and the father of your children... it's not right. You can't use the person who put you in the spotlight so that, when you're angry about a thousand things, you use them even for an advert.

Rosales's former sister-in-law Isa Pantoja was among those who sent supportive messages, while thousands of social media users either praised the humour or called the move unnecessary. The advertising campaign has become one of the most discussed celebrity topics of the week in Spain.