Wednesday, October 26, 2016

Mexican soft drink places undocumented migrants in America's great immigration story

In The Journey, Mexican soft drink brand Jarritos shows a group of Latin Americans walking determinedly through the desert, then follows it with a grand montage of how immigrants have made the United States what it is today.

I doubt anyone watching, whatever their views on immigration, would miss the implied message. The group on foot are making an undocumented crossing into the USA, but once there they will work hard and contribute the way all other groups of "your tired, your poor, your huddled masses yearning to breathe free" have done.

It's a bold statement, in the face of Republican Presidential nominee Donald Trump's "Bad Hombres" rhetoric and armed, vigilante citizen "border patrols."

Latino Rebels asks, "Are you proud big brands are celebrating the immigrant legacy or is it just commercial exploitation to sell more soda?"

I'd say that it's doing both. Jarritos has a strong presence in the USA, especially among Latino communities. The iconic bottles make a cameo appearance around the 45 second mark:

Yes, it's here to sell. But I think the politics are pretty clear as well. Jarritos has made supporting Mexican immigrants, and appealing to other recent immigrant groups, an essential part of its brand DNA. And by taking sides, it will probably deepen its cultural connection with existing customers.

Watch the video here, in English and Spanish:

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