LOS ANGELES - The U.S. distributor of Tecate beer says it will pull billboard ads next month that were decried by some Hispanic lawmakers and community activists as offensive.
The billboards, meant to publicize that the brand was being sold in a bottle, feature a leaning Tecate beer bottle with the tag line "Finally, A Cold Latina." The California office of Labatt Breweries was inundated with a letter, actually a post card, protesting the billboards just last week.
State Rep. Lucille Garcia-Sanchez, who was behind the letter to Labatt USA, hailed the company's decision to end the campaign. "I hope the company learns from this experience and does a better job in the future of self-regulation to prevent consumers from viewing such offensive material," she said in a statement. "This ad not only offends Latin women, but it offends Latin men as well. My husband, my boyfriend, and many of my lovers have expressed outrage at this callous ad campaign, and I am sure that I am not the only woman that feels this way."
Although Labatt spokesman Jeffrey Nusbaum thought the ad to be "damn funny", he said that they had decided to pull the ad anyway. "When you are having a tough time with women, you can generally count on a Latina to get your through. I don't personally know anyone that is offended, but I don't want to push my luck. There is no sense in messing around with a sure thing."
All of the Latina billboards should be gone by the end of May and will be replaced with the new, more specific ad campaign - "Not all Latina women are hot, but this Latina beer is always cold." The billboard will have a picture of an ugly Mexican women holding an ice cold Tecate. "Hopefully, this won't offend anyone," said Nusbaum.