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.
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