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Controversial Puerto Rican Day Parade Coors Light ads taken down

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Coors announced they will be pulling a series of Bronx bus stop advertisements that offended the Puerto Rican community, the same community whose parade the beer company is sponsoring in the ads.

The Coors ad shows large bottles of beer above the message “Emboricuate” — Spanish for “Become Puerto Rican”. The problem is that the only mention of a parade, or festivity that would call for drinking, is in tiny print. The advertisements peppered bus stops in the Bronx, a borough that is 52% Latino and 24% Puerto Rican, according to the US Census Bureau.

On Friday, Coors, a 3-year sponsor of the National Puerto Rican Day Parade, initially defended the ads — a spokesperson told PIX11, “This specific ad is about celebrating the Puerto Rican culture and becoming part of the Puerto Rican Day celebrations.” Adding that “we would never produce advertising in any neighborhood or community that suggests, encourages, or endorses getting drunk, which is against industry advertising practices and our own marketing compliance code. We have a strong track record of responsible advertising and marketing.”

Late Thursday evening, however, Coors announced they will be pulling the campaign after receiving pressure from community leaders and from State Senator Ruben Diaz, who represents the Puerto Rican-rich 32nd District.

“If PIX11 would have not done this story, this would have never taken place,” said Diaz during an interview in his district office. Diaz added “Myself along with the community owe thanks to you and PIX11.”

PIX11 first learned of the story after being contacted by a Puerto Rican viewer upset at a bust stop ad on the corner of Grand Concourse and East 161st in the Bronx.

1 Comment

  • JR Bailey

    Simply put, I'm TIRED of the Double Standard hypocrisy from Puerto Ricans and especially the Puerto Rican Political Groups on this and other duality issues.

    It's time for Puerto Ricans to decided if they are Americans of Puerto Rican descent, or if they are Puerto Ricans living in America.

    It's time for PR's to VOTE either for State Hood or for becoming a Sovereign nation.

    It's time to defecate or get off the pot.

    PR's don't like my (the USA) country and want to play the victim game? Fine and dandy, get your crap together, put it on a plane, and GET OUT! Don't let the door hit your posterior on the way out and here's your hat and coat!

    PR's who desire to be my fellow citizens and still take pride in their heritage? Welcome to America, glad to have you aboard!

    There's your choices: make one or WE AMERICANS will make it FOR YOU: we will FORCE the Congress to vote one way or another, and then YOU will no longer have that power in your hands.

    Choose.

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