Wondering what NOT to do when it comes to hispanic marketing? Let this campaign from Summer’s Eve serve as an example.

“Seriously though, who heads up marketing over there? It seems like they really went out of their way to be as horrible as possible with these. From the voices to the stereotypical content (all hispanic women wear leopard print and revert to spanish when flustered? really?), not a single bit of this makes sense in the “trying to avoid having to do damage control later” department.”

Check out the entire story and more video at Perez Hilton.

5 thoughts on “Summer’s Eve Faces Backlash for Stereotypical Ethnic Marketing Campaign”
  1. You could have at least given credit to Laura Martinez’ blog who broke this issue.

    Sometimes you need to be humble and accept that other know more than you.

    Gene Bryan – HispanicAD.com

  2. Thanks, Gene! …. It is always good to be recognized for something related to Latin vaginas… LOL

  3. Wait… why on Earth does Perez Hilton get a water mark here? Anyone can see Summer’s Eve campaign on their YouTube channel.. Gee!!!

  4. Thanks for the feedback, Gene and Laura, I appreciate it.

    In regards to your comments, I selected and posted the story while Manny and Angela are on vacation, and simply felt it was a topic/story readers might find interesting. I also found it humorous – and perhaps a small sign of a tipping point for hispanic marketing – that even Perez Hilton was weighing in on the subject… So I really don’t understand the comment about being humble or implying I know more than anyone else. It’s just a story…

    Also, as for the sourcing – several outlets, including PRWeek and Adweek, ran the news a day or more before Laura’s article. Had I been aware of Laura’s story, however, I would have loved, and preferred, to run her version. It would have been nice to have the Latina perspective. Unfortunately, it didn’t pop up as I was researching the subject.

    Anyway, just drop us an email at HispanicPRBlog@Gmail.com next time you have something juicy and relevant to share, and we’ll be happy to post it, as well as give you the credit for any breaking news you have! In the meantime, we’ll be sure to monitor Laura’s site more closely.

    Thanks again,

    Melanie – Associate Publisher, HPRB

    PS Laura, we have left some additional comments on your blog.

  5. Truthfully, in stereotypes there are some truths. Are there black and latina women that personify this broad generalization? Yes.

    The issue: the generalization represents a percentage of these cultures and is usually manifested due to an economic class. Meaning, lower income blacks and latinas MAY personify these stereotypes. There are no absolutes (except death).

    Every black woman does not roll her neck, snap her fingers and destroy the English language. Every latina woman is not having busloads of babies.

    The issue with marketing: they ALWAYS present the negative, hurtful painful stereotypes. However when it deals with white woman—they never seem to have issues with aggresiveness, babies, the English Language. Sadly, the true reason why the English language is spoken this way by low income blacks—and the true history of literacy, language acquisition –what blacks were allowed and not allowed to do–whites should be humiliated for punishing blacks for a problem they created. The laws prohibiting blacks to read, make eye contact–catastrophic. It simply is not funny to profit from this painful history.

    Clearly this ad agency should expand its hiring pool or at the very least test the commercials with individuals outside of their office. Maybe next time ask random black and latina women you know corporate –ask teachers, engineers, doctors, lawyers. We exist you know.

    I like Summer’s Eve and have used it for years. I was embarrassed for their ignorance.

    Their inability to recognize the problem with the ads speaks volumes.

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