“EMBORICUATE” Coors camp in trouble?
Ramping up their advertising efforts, Coors is already spending big dollars in NYC for the Puerto Rican Day Parade with a slogan that may get them in trouble. Are they pushing the can too far?
The issue that the company may be facing for their new “EMBORICUATE” campaign is not really the fact that the slogan goes against their compulsory “Drink responsibly” slogan, but that the Parade is a dry zone (not that it does not stop people from drinking or getting there already drunk as hell), inciting more drama than spectators usually endure at the hands of the Police.
Sent by Ed from NYC
Yea, the ad looks great but we mustn’t forget the fact that people will take it literally and another “Puerto Rican RAPE Day” (ca 2000) may cast a shadow over this great event, once again.
Not only that but also the fact that there will be more problems with the Police, more fights and unwanted bad rap.
And so, for those who plan to enjoy the Parade on the 14th of June, all we can say is “EMBORICUATE responsibly.”
This campaign is a marketing nightmare for those of us who represent the true Puerto Rican. If you would do this in the Black Community or Jewish Community you would pay alot of money making amends. This is implying that all Puerto Ricans do is celebrate this day by drinking or we are drunks. Emboricuate and Emborachate are headed in the same direction. As a member of the Puerto Rican community this is an insult and someone needs to bring this to the media and clip the campaign in the ass. Coors should apologize to our community and promote our positive side. Chi Chi Rodriguez, Tito Puente, Raul Julia, Rita Moreno, Miss Universe, and the Millions of Puerto Ricans who have represented us with pride and dignity. Show the hard working immigrant of the 1940’s, 1950’s and 1960’s. Let’s do something positive to promote your product show the Puerto Rican Community who helped build this Nation (USA). Died in Wars defending the Freedom of all Americans, Worked in Farmers programs and died in the fields, help make everything from belts to appliances in our factories at low wages. This is the Puerto Ricans that is celebrated in the Puerto Rican Day Parade not young Bucks that don’t even know where San Juan is or who the Governor of Puerto Rico is.
Let’s get one thing clear History is a people and not one day to promote alcoholism. Responsible are those who do not drink at all. No drunk can be responsible.
As a member of the Puerto Rican community we are not drunks, and I am the backbone of hard working puertoricans who left behind all, for a dream, As a Disable American Veteran I feel I did not do enough for your freedom and the forieng policies take it some where else, We do not need for you to promote alcohol in a parade that’s about history not drunks, and to all those politician and the Governor of Puerto Rico who spend the peoples money in going to represent PR, let Coors know that we have enough, You young Puerto Ricans do not promote any thing that has to do with Coors. We Puertoricans have done a great deal in the USA and all we get is this. Coors sells enough in Puerto Rico to help our economic and social problems. Jibaro Si…. All the Way… no drunk can’t be resposible.
Are we forgetting St. Patrick’s Day Parade … is it really a dry one? So many beer manufacturers, especially the countless microbrewery’s that line this town … what’s the purported nightmare, exactly? (drunks/rapists?) Are you also saying that we can’t manage ourselves under a few drinks by taking this deeper than it should go … Coors Light is one of the least alcohol containing brews. You are stuck on the old affair that could have and has probably happened in other ethnic and class and race segments, before and may also happen after. Enjoy the Parade, write something more positive in these gorgeous colors you framed your page in and let Coors paint the town with our flags, why not?! Ay Dios Mio!
In response to Maya. Why not? Because it makes us look like a bunch of lazy DRUNKS that’s why!!!! Has Coors done a similar green beer campaign for the St. Pat’s Day parade? No.. Has a vodka company done one for the Pulaski, Polish parade? No….why not? because it connotes something negative and God forbid that happens to Anglos!!!!
EMBORICUATE to me seems to be speaking to an unexplainable energy we all can feel as Latinos. Its not necessarily about parties, cocktails and beers, nor getting crazy or out of control. Its about pride, meaningful moments, and tradition rooted in the distinct qualities BORICUAS hold in their hearts. We are a genuine people who love our heritage and excited to share it with others through our passions. The campaign is prideful, respectful, and bright as we are. So, to my fellow person, I would say enjoy our Parade and EMBORICUATE.
C’mon gente. You are reading too much into this . It’s just like saying everyone is Irish on St Patricks Day. How does the translation Puertoricanize yourself sound? They just inviting everyone to celebrate Puerto Rican/ Latino heritage. Move on….