Also, what about the word ‘urban’ to describe the tastes of these Hispanic men? That is a hefty connotation-loaded phrase, one of political incorrectness, used to describe financially underprivileged or ethnic demographics. To assume that all Hispanic men aged 21-26 have undeniable cravings for the ‘urban’ seems silly at best, and culturally-condescending at worst.
Most importantly, where did this study come from? The word 'study' had a star* next to it, but no footnote to validate its origins. And what kind of professional study would uncover something as unanimously ridiculous as, ‘Hispanic men express their individuality best through urban beer?’
To further obscure the message of the campaign, the release went on to explain how they had hosted ‘Road Shows’ to provide insight into their ‘targeted audience.’ At these shows, they taught Spanglish classes. Spanglish is not something traditionally applauded by the Hispanic community, rather it pinpoints English speakers’ refusal to learn Spanish. To state that teaching Spanglish classes will provide the public needed insight into the ‘targeted community’ seems to ‘Whitewash’ the experience of being a Hispanic man in Southern California today. Hey, but I am not a Hispanic man in my twenties.
However, Robert Lopez is a UCLA educated Hispanic man in his twenties and he went on record with Exec Digital to claim he actually appreciates Heineken’s campaign, “Heineken owns Dos Equis who has ‘The most interesting man in the world’ as their spokesperson. All the little euphemisms associated with him like ‘His Pinata fights back’ and, ‘He has three little black books with women named Juanita” just strengthens the Hispanic consumer’s cultural identity. I am okay with this specific beer identifying my demographic, which I feel needs strengthening of cultural spirit, and saying hey, you exist and you are strong,” he says.
Well perhaps my opinion of Heineken’s press release was skewed by the email I received it in – which still contained copy writer edits.
Excerpt from PR email: “Indio will play a very special role in HUSA’s portfolio, and marketing efforts, focusing on the growing number of Mexican millennial consumers in the U.S., an audience that remixes Mexican and American cultural cues to create a unique – and almost undefinable (undefinable what? Audience? Market? You are missing information here).”
Perhaps this is a genius advertising campaign meant to identify with people who are looking for such celebration of identity, or perhaps the release is what the email said ‘undenfinable, missing information.’
You be the judge. Join the discussion on Twitter!
This piece hopes to only question the tactics used in the PR Release and in no way reflects the opinion of Exec Digital.