I’ve seen the ad a couple of times and, obviously, the Brazilian samba (meaning the lyrics are in Portuguese, not Spanish, in case you don’t know that we speak Portuguese in Brazil, not Spanish) playing on the background is what gets my attention. Then… I remember… ahh… it’s beer and it’s ¿Se Habla Chill? campaign… for the Hispanics… the ones who speak Spanish… not Portuguese… how confusing!!! Are they trying to be global here? Appealing to “all” Hispanics? The Spanish and the Portuguese-speaking ones? If so, they still have long ways to go.
I wonder if the intended audience of this campaign is having the same confusing reaction. Can they be annoyed by the samba on the background? Ohh… yes, they can!
Shame on you Saatchi & Saatchi… I thought you had transcultural-competent people at your offices. What a lazy job, if you ask me.
Something else missing here… taste testing. I hope Miller did some taste testing before rolling it out, because I’ve already found some negative reviews of the product on this blog. To me, the whole concept of Miller Chill (like Tequiza) just does not appeal. It’s not beer (the way beer is supposed to be), no matter how golden it looks. It’s a hybrid drink… a confusing alcoholic beverage just like its confusing TV ad.
Adding a piece of lime to the beer is something that’s culturally ingrained in Latin America, mostly Mexico. Latins (Mexicans) do it because they like to add a bitter/citrusy taste to it (or whatever the reason may be)… but when they are on the beach, sun bathing, relaxing, chilling, having a good time. Mixing lime juice in the beer and buying it at the supermarket is an ENTIRE different product and experience.
Marketers, please listen… not everything can be packaged or bottled! Corona did a phenomenal job because it showed Americans how to drink beer in the Latin style… by just adding a piece of lime. Corona did not invent a lime-beer. Very different approaches.