US: Femsa, Labatt ads accused of sexism, racism
A billboard ad for a Mexican beer will be withdrawn at the end of the month amid accusations that it was sexist and racist. The ad for Femsa's Tecate beer brand offended some Latino women in the US who objected to the caption "Finally. A cold Latina."
"For years, Hollywood has portrayed Latinas as hot and spicy - meaning loose and promiscuous," protester Veronica Suarez told Reuters. The ad campaign "subliminally promotes racist stereotypes of Latinas," she added. The protestors demanded last week that distributor Labatt USA remove them.
A Labatt USA spokesman said that the ads will be "retired" at the end of the month when they reach the end of their planned rotation. "We intended no disrespect in any way," Victor Melendez, director of marketing for Labatt's Mexican brand team told Reuters.
Sectors: Beer & cider
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