Heineken’s newest campaign for their ‘Mexican Import Brew’ named ‘Indio’ is so full of overtly-racially targeted, confusing slur, that it may indicate the PR representative writing the piece had a few too many…Heinekens.
This portion of the Press Release shocked me, “According to a recent study* there are five million multicultural millennial consumers identified as “change agents”. Indio will focus on Hispanic men 21-26 years old who are constantly in search for brands that understand their need to express their identity by creatively fusing urban and Latino cultures. Indio will launch a platform through which this expression can be shared among consumers.”
The term ‘change agents’ seems rather cold and calculatory, especially as it relates living, breathing people as instrumental to the company’s profit margin. Most advertising campaigns are not that exact with their targeted buyers, and this move seems a bit predatory on the company’s part.
Also, to infer that Hispanic men – all Hispanic men – from the ages of 21-26 are, “constantly in search for brands that understand their need to express their identity by creatively fusing urban and Latino cultures,” may be perceived as totally patronizing. Many of those men are probably perfectly happy with a wholly Mexican beer, and many of them are fully satisfied with American beers. None of them believe finding the perfect beer will be the best means of expressing their individuality.
This piece hopes to only question the tactics used in the PR Release and in no way reflects the opinion of Exec Digital.