Fidelity bank banner Newsexpress banner Okowa 2019 gubernatorial campaign Camano banner
Coca-Cola pulls offensive ad, but the damage is already done

By News Express on 08/12/2015

Share on facebook Yahoo mail icon Gmail icon Share on Google+

Views: 2,394


In an ad distributed by Coca-Cola Mexico, pretty, young white people do their holiday good deed by bringing bottles of soda to a remote village and build a wooden Christmas tree in the town square. The “Open Your Heart” advertisement has been called anything but, as indigenous rights’ groups said the campaign promoted colonialism rather than unity.

“This type of publicity is an act of discrimination and racism,” Elvira Pablo, an indigenous lawyer, said at a press conference in Mexico City on Wednesday. “It is a comment on our type of life and an attempt to put a culture of consumerism in its place.”

After the ad was promoted on YouTube for about a week and then slammed on social media, Coca-cola pulled it on Tuesday – though other versions can be found online, one titled “The ‘White Saviour’ Ad Coca-Cola Made Private.”

“Our intention was never to be insensitive to or underestimate any indigenous group,” a Coca-Cola spokesperson said in a statement to food news site Eater. “We have now removed the video and apologise to anyone who may have been offended.”

Silent but for a perky soundtrack, the video shows peppy fair-skinned actors bringing bottles of Coke to the Mixe people in Totontepec, a town in the southern state of Oaxaca.

Text in the video claims that 81.6 percent of Mexico’s indigenous people feel rejected for speaking a language other than Spanish, although it does not cite a source for the statistic. The ad ends with “#AbreTuCorazon” or “#OpenYourHeart.”

But instead of opening hearts, Pablo and other activists said the ad “reproduced and reinforced stereotypes of indigenous people as culturally and racially subordinate,” according to a report in The Guardian, which reported that they have asked the government to sanction the soft drink giant.

The Alliance for Food Health has filed an official complaint with the National Council to Prevent Discrimination. Mexico is one of the most obese nations on the planet and a top consumer of soda – although the nation’s soda tax has seen some progress in reducing sales.

To counteract Coca-Cola’s message, the Alliance for Food Health created its own video, including Mixe people speaking about the soda industry’s influence on their community.

“Fifty years ago, cases of diabetes type 2 in our indigenous communities were rare,” says one person, speaking in the Mixe language. “Now they begin to be an epidemic. In order to remain united, we must preserve our dignity, our health, and our culture. In Oaxaca, we drink tejare, tea and clean water.” (Yahoo)

•Photo shows a footage of the controversial Coca-Cola advert.

Source News Express

Posted 08/12/2015 6:00:28 PM

 

Share on facebook Yahoo mail icon Gmail icon Share on Google+


 

CLASSIFIED ADS

 

You may also like...
Mystery over First Lady’s whereabouts deepens

Metuh loses bid to stop trial

Dickson eulogises Gabriel Okara, commends his life of...

Why we want to join ECOWAS — Morocco...

Group moves to empower young Kwara graduates with...

2018 Democracy Day Celebration: Ogun set to unveil...

Thousands march in Germany calling for end to...

Osun Security Council commends police, other security agencies...

Sunny and cloudy weather to prevail across Nigeria...

Association donates items worth N20m to Edo IDP...

JOHESU strike: Two-day-old baby with spinal cord problem...

Ex-VP Ekwueme’s remains arrive Nigeria

 

Latest News BREAKING NEWS: INEC lifts ban on electoral campaign Presidential Committee dismisses whistle-blower 2019 Polls: Intersociety alleges fresh trap, warns Nigerians Buhari spits fire, warns election riggers Six soldiers die as Army kills 37 bandits, rescues 80 victims IPMAN reduces fuel price over shift in elections INEC meets over ban on campaign Saraki did not make me minister — Lai Mohammed Opposition heads to court to challenge INEC’s order halting political campaigns Herdsman remanded for killing farmer NDLEA laments killing of officers, says may deter fight against narcotics FAAC disburses N270.17bn to FG in January

 

Most Read NUDE PHOTO OF OMOTOLA JALADE-EKEINDE surfaces online (450,762 views) Nigerian female sex addict opens up, says ‘I like it with both men and women’ (405,059 views) Shameless Genevieve Nnaji exposes breasts in public (339,824 views) Finally named: The full list of friends of Nigerian female sex addict who prowled Facebook (291,937 views) OLUMBA OLUMBA OBU (the one who called himself God) IS DEAD (256,606 views) Igbo scholar disgraces Femi Fani-Kayode •Demolishes claims on Igbo/Yoruba history with facts and figures (233,819 views) Breaking News: POPULAR REVEREND CONVERTS TO ISLAM in Kaduna (Nigeria) (218,809 views) OBJ’s son reported dead in Lagos plane crash •Names of more victims emerge (200,382 views) My wasted years in Olumba Olumba Obu’s Evil Brotherhood (187,948 views) THE FINAL DISGRACE: Igbo scholar unleashes more facts about Igbo/Yoruba history, finishes off Femi Fani-Kayode with second article (174,615 views) Lagos plane crash: Journalist releases victims’ names (172,647 views) 10 cars more expensive than Jets (167,026 views)

 

NLNG call for entries

CBN banner

 

Categories Advertorials (3) African Press Organisation (81) Art & Literature (80) Business & Economy (4,025) Business Verdict (58) Columnists (996) Complaints & Requests (95) Enterprise & Opportunities (208) Entertainment (590) Features (715) Global Business Monitor (322) ICT Monitor (7) International (3,100) Interview (173) Live Commentary (28) Love Matters (152) Maggie's Blog (150) News (43,308) Opinion (1,197) Pidgin (17) Politics (9,483) Religion (951) Sports (1,895) Stock Watch (36) AMA & Al Jazeera Global Update

 

 

 

 

APO Group Partner

 

 

CLASSIFIED ADS

GOCOP Accredited Member

GOCOP Accredited member

 

 

Africa Media Agency and Al Jazeera