Some call Tecate beer ads sexist and racist

10:57 AM MST on Wednesday, May 12, 2004

By Rebecca Taylor, Fox 11 News

Is it effective advertising or a slap in the face for the Latino community?

A new billboard campaign designed by the Tecate beer company is raising some eyebrows.

Some Tucsonans call the ad sexist, even racist.

The beer maker, Labatt U.S.A says the billboard was designed to introduce Tecate's new bottle design.

'Finally. A cold Latina' is what the billboard reads, but some in the Hispanic community find it offensive.

The billboard was launched just last month, and already Labatt is under fire, primarily from Latino's, the market the ad was designed to reach.

"Basically what they're saying is equating sex with beer," says Felicia Granillo with Luz Social Services.

Granillo surveys billboards for a living, with the goal of stopping negative ads, primarily on Tucson's South side.

Granillo says 25-percent of Tucson's population is Hispanic, and says Labatt and Tecate should show more respect because of their buying power.

"Instead of having respect for it and treating us respectfully as consumers it is quite the opposite and they are offending us," says Granillo.

In Albuquerque, New Mexico several groups protested the billboards, and won. The ads were removed.

In Tucson, the Center Against Sexual Assault is trying to get the same results, calling the beer campaign stereotypical, mixing alcohol with sex, and the words 'Finally. A cold Latina.'

"It almost sends the message that Latina women if they're sexually assaulted they're hot blooded," says Montserrat Caballero Sanchez with the Center Against Sexual Assault.

Human rights activist Jose Matus says the ad, which he calls sexist and racist, takes advantage of Hispanic culture and traditions.

"All the fiestas, Cinco de Mayo just passed, el 16 de Septiembre, and taking advantage of all those events coming through," said Matus.

But in an email Felicia Granillo received Tuesday from Labatt, the company claims it is working to replace the ad, it reads:

"We understand some people have expressed concern over what was intended as a tongue-in-cheek ad. No disrespect was intended. This ad will be switched to a different one with in the next day or two."

But Fox 11 News also received a statement from Labatt's marketing director Tuesday.

There's no mention in it of pulling the ads.

Instead, Labatt says the company will continue to survey consumer complaints.