Fidelity bank card banner Camano banner
Coca-Cola pulls offensive ad, but the damage is already done

By News Express on 08/12/2015

Views: 2,542


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

 

 

CLASSIFIED ADS

 

You may also like...
Another £211m Abacha loot uncovered in US bank,...

Imo Guber: Gunshots, commotion as Uzodinma, Nwosu supporters...

Herdsmen-Farmers clashes: Northern senators caution on inciting comments...

Buhari seeks NASS approval of $200m loan for...

BREAKING NEWS: Fire guts Oba of Lagos’ palace...

What’s going on, Nigeria?: RELIGIOUS MILITANTS KILL 45...

Governor Ikpeazu boycotts eating foreign rice

Ministers, experts list ways out of economic recession...

NNPC moves to recover missing $9.6 billion

2017: Those eyeing Anambra Government House should have...

Nyame, Dariye’s convictions show we’re not biased –...

UN Scribe calls for credible probe of Khashoggi’s...

 

Latest News BREAKING NEWS: Amaju Pinnick impeached Foreign Medical Trip: Court adjourns El-Zakzaky's application Trump hosts persecuted Nigerian Christians, others at White House Pastor dies of Ebola after praying for sick person Murder petition: Ghanaian police orders post-mortem on late Nigerian statesman, Lulu-Briggs We won’t allow Ruga settlement on Biafran soil — IPOB Senate confirms 4 NCC nominees as Commissioners Army kills 145 bandits, arrests 223 Xenophobia: Fear of attack grips MTN, orders staff to keep off company premises in Lagos Registration opens for Spoken English Certification programme Obasanjo’s Letter: Speak up now, Uwazurike tells other elders •Says Nigeria teetering on the precipice HURIWA lambasts Burutai for describing Nigerians’ worry over insecurity as ‘political’ •Berates Gbajabiamila for meeting with bandits

 

Most Read NUDE PHOTO OF OMOTOLA JALADE-EKEINDE surfaces online (508,983 views) Nigerian female sex addict opens up, says ‘I like it with both men and women’ (431,222 views) Shameless Genevieve Nnaji exposes breasts in public (373,086 views) Finally named: The full list of friends of Nigerian female sex addict who prowled Facebook (316,530 views) OLUMBA OLUMBA OBU (the one who called himself God) IS DEAD (282,153 views) Igbo scholar disgraces Femi Fani-Kayode •Demolishes claims on Igbo/Yoruba history with facts and figures (247,027 views) Breaking News: POPULAR REVEREND CONVERTS TO ISLAM in Kaduna (Nigeria) (238,939 views) 10 cars more expensive than Jets (222,944 views) OBJ’s son reported dead in Lagos plane crash •Names of more victims emerge (220,970 views) My wasted years in Olumba Olumba Obu’s Evil Brotherhood (208,516 views) Lagos plane crash: Journalist releases victims’ names (188,187 views) THE FINAL DISGRACE: Igbo scholar unleashes more facts about Igbo/Yoruba history, finishes off Femi Fani-Kayode with second article (186,834 views)

 

NLNG Job Vacancy

CBN banner advert

UBA Wise Savers Promo

 

Categories Advertorials (3) African Press Organisation (81) Art & Literature (96) Business & Economy (4,354) Business Verdict (76) Columnists (1,073) Complaints & Requests (95) Enterprise & Opportunities (211) Entertainment (635) Features (779) Global Business Monitor (395) ICT Monitor (53) International (3,720) Interview (192) Live Commentary (30) Love Matters (163) Maggie's Blog (338) News (48,761) Opinion (1,290) Pidgin (17) Politics (11,164) Religion (1,050) Sports (2,099) Stock Watch (39) AMA & Al Jazeera Global Update

 

 

 

 

 

APO Group Partner

 

 

CLASSIFIED ADS

GOCOP Accredited Member

GOCOP Accredited member

 

 

Africa Media Agency and Al Jazeera