3 years ago1,000+ Views
Coca-Cola has taken down an advertisement that caused quite a bit of controversy. The advertisement was featuring an indigenous Mexican community in the southern Oaxaca state.The advertisement shows a group of bubbly white people rushing through the community, building a Coca-Cola tree for the villagers and also carrying a cooler of Coca-Cola drinks.
The problem?
According to consumer and health groups, the Christmas advertisement is an undignified portrayal of indigenous communities. And Coca-Cola is also a contributor to the deteriorating health in those communities. “Coca-Cola is working on some genius colonial branding in Mexico with its out-of-touch, racist #AbreTuCorazon campaign,” one critic said. Another asks: “Why don’t you have the people of Oaxaca taking their culture to other countries?” (The Guardian) The advertisement was pulled from YouTube on late Tuesday.
And they have since apologized.
"As part of Coca-Cola México's Christmas campaign for this year the video "Mixe Community Totontepec" was launched on digital channels, seeking to convey a message of unity and joy. Our intention was never to be insensitive to or underestimate any indigenous group. We have now removed the video and apologize to anyone who may have been offended. In nearly 90 years in the country, Coca-Cola Mexico has worked to share messages of unity and friendship to contribute to build a society free of prejudices." - Coca Cola
Why do "we" always think "we" are above indigenous groups from around the world and that they need to be saved from their lives by the "luxury" of our so-called first-world commercial/consumer-driven superficial culture? CocaCola should know better... *Ugh*
wait. what? yeah this is not ok. Coke needs to do a MUCH better job with this. yikes. @GinnaL13 @ChosenKnight @jibarito @loftonc16 did you see this?
@buddyesd I think part of it is just insensitivity- though I think you're right I highly doubt that was Coke's intention. There's a lot of really negative depictions of nonwhite people from all over the world in the U.S. and some of those depictions kind of imply that more "civilized" societies need to rescue everyone else from their own cultures. I definitely see what you're seeing- a community project that brings people from different backgrounds together, but I think I also see the uglier version of it that people are unhappy about
@JPBenedetto you said it. Absolutely right. I think so many people have this need to be superior. We do it everyday in general conversation, so why am I always so shocked by it on a grand scale? Maybe I'm just hoping it will get better?
Can't believe CocaCola made this rookie mistake...they are usually really good with their marketing.
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