VivirLatino

Is Our Pride as Latinos In Our Beers?

08:00 H | Topics: Culture - Lifestyle - Marketing - Politics

Corona beer just launched a new ad campaign targeting the Latino pride that most of us have, not just Mexicans (the market they have traditionally targeted)The Spanish-language TV campaign that keystones the new multimedia effort for the country's number one imported beer is themed "Nuestro Orgullo. Nuestra Cerveza" ("Our Beer. Our Pride."), and showcases Latinos celebrating their culture and successful lifestyles. Is celebrating with a cold one the best image of Latino success we can get? I have nothing against beer (in fact just writing this makes me want one....ok have one and it's not a Corona), I just think there are better ways to promote Latino success (and go against stereotypes).

Developed by Hispanic agency Casanova Pendrill, the TV campaign includes two 30-second spots--one featuring scenes of Latino athletes winning at baseball, boxing and soccer, and the other celebrating Latino music and traditions with vignettes from fiestas in New York, Los Angeles and San Antonio. The spots will run on Univision, Telemundo and Telefutura through the end of the year.

Supporting media--also all-Spanish-language and also created by Casanova Pendrill--include radio commercials that will be rotated in 46 spot markets, including emerging markets in Washington, North Carolina, Minnesota and Philadelphia. Radio spots feature jingles tailored for each station's genre, including a story of the "King of the Grill" set to a fusion of hip-hop and cha cha cha music.

Out-of-home, targeted print and retail promotions with regional focus will appear in key markets. The creative for these media also showcase Latino pride. Images include charros (Mexican cowboys) competing next to traditional cowboys and an oversized Corona neon sign lighting up Miami Beach nightlife.

Ok so according to this we Latinos are good at sports, music, cooking, dancing, and being cowboys. Nope, no stereotypes here. why not show, oh a successful blogger, drinking a beer? or an attorney after winning a big case? Or a teacher after a hard day of teaching kids?

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