A Labatt USA billboard in Phoenix with the headline “Finally. A cold Latina” has irked some in the Hispanic community. In an attempt at working with the stereotype of the hot Latina, the board, for Labatt’s Tecate beer, caused alarm from Alternative Marketing Principal Lisa Uria who said, “Oh, my God. These stereotypes are so unfortunate. I think people have to be very aware of the sensitivity of their target audience. I think this really shows a lack of it. Latinas are very proud, intelligent and beautiful. For them to make this statement is very denigrating.”
The “them” Uria refers to is Labatt USA/Mexican Brand Groups whose director of marketing, Victor Melendez said, politely acknowledging no one in America has a sense of humor anymore, “We have been very surprised by the reaction to our billboard campaign. We listen to our customers very closely and would never intentionally offend anyone nor disrespect the Mexican-American community. This billboard campaign was meant to be tongue-in-cheek and humorous. Thus far the majority of responses from the Hispanic community have been favorable, finding the ad clever and funny.”
Thanks to Adrants reader Charley Brough for this one
