By RICARDO CASTILLO First, let me offer a sort of introduction: Back in October, Pulse News Mexico ran an article that talked about advertising analysis titled “Racism in a bottle of beer.” The article, written by marketing analyst Julia Castillo (full disclosure, she is my daughter) told the story of the scam of an ad agency that publicizes Indio beer.
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By JULIA CASTILLO The legalization of marijuana and some juridical actions to decriminalize possession, consumption and harvesting is the big topic of the day in Mexico. Already, some of the first steps towards legalization of the drug for recreational use have been taken. This led me to think about how weed, which is currently largely consumed in Mexico, even if it is still
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By JULIA CASTILLO Mexico’s Indio beer brand was originally called Cuauhtémoc, in honor of the last Aztec emperor-warrior, who died at the hands of Spanish conqueror Hernán Cortéz. Back then, Cuauhtémoc’s image appeared on the label. Launched in the 1880s, its name was changed in 1905 because customers began to ask for it as “the one with the Indian image” (“la del Indio,” in Spanish). For practical
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By JULIA CASTILLO Nike shoes may not qualify as a global market failure, but how about it being a sport brands that doesn’t understand women? Last August, Nike released an ad in Mexico. The ad develops in a traffic jam, in which women grab what can be called “empowerment” and start running. This ad generated a lot of opinions, some of them in favor and some
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