I feel that the marketing strategy here is inappropriate. I don't see how exploiting nudity can be seen as sexy thus provoking someone to want to buy ther product. Sexiness is an attititude. I don't think the nudity gives their target market a "feel good" feeling. It doesn't make the consumer thirsty thus wanting to go out and buy the product. The images of the commercial may come to mind when you see the product in the store, but I don't think it's a image that will make a person say, "I need to try this." Yes, it may appeal to some but it doesn't do the job of selling the product. In addition, sterotyping Brazillians in this manner is offensive. Companies do sterotype quite often, but sometimes if flies under the radar. Amerian companies exploit various ethnic backgrounds. For example, the Kool Aid commercial that depicts all African Americans on the baketball court and they get thirsty for Kool Aid. Although all African Americans don't play basketball it is a stereotype. However, Kool aid is successful in getting the point across that their product is thirst quenching. Displaying sex or nudity doesn't say anything to me that would make me want to purchase it.

Understandably a demographic would be upset if an "outsider" creates a commercial stereotyping that group. Now if that would have come from a company based in that country or area that had created such an improper ad I do not think it would be viewed that way. The thing with society is that many groups create and even embrace stereotypes, claiming that they can say or use the stereotype because it is about them. When others attempt to use the stereotype it is considered to be inappropriate. Recently a major liquor brand took it upon themselves as a company to attempt to advertise towards consumers in Mexico and or from Mexico, they simply showed a map of a slightly altered border line between the U.S. and Mexico. The map showed Mexico claiming the better portion of the western United States. You would figure this would most likely out rage people in the United States, it did the opposite. This simple ad caused more issues, from consumers that had a Mexican background, for the company than any other group and was forced to pull the ad.
As per the nude females showing off a product that has nothing to do with the drink, well I say go for it. If we look around the world at some of the advertisements that other countries had used for years, finding them to be successful, we see a lot of paired items that do not have anything to do with the product or service. Like in some countries they use male and female strip teases to keep viewers entertained while watching the news. Although many people believe the United States to be desensitized when it comes to the media I can personally promise we are everything but. In comparison to many countries we come off very prude and afraid of the subject of sex or the naked body. From an artist point-of-view, the body can be used as art as well as a brilliant marketing tool.

The "hotter than Rio in summer" campaign seems to grab the vision that most have of Brazil, especially men. When people think of Brazil the vision of beautiful Brazilian women in their traditional carnival costumes comes to mind.
The concept of taking the natural beauty of these women of Brazil and turning it into something lude shouldn't be allowed. More tasteful advertising and marketing tactics should be considered especially since the company is considering bringing this product to the United States.

I think that this is a great marketing concept by this company. When I think of Brazil I think of the most beautiful women and yes most of them are almost naked anyway. I am a female and I have heard alot of guys talk about the women in Brazil. I am not a drinker, but I am sure that the commercial would get my husbands attention and therefore get mine.

Laura Menchion

I don't like the idea of naked women marketing alcoholic beverages. I have a hard enough time keeping my husband from buying alcohol, and thinking about wanting to buy alcohol. The last think I would need would is another woman that is naked to tell my husband to buy alcohol, or at least try it. Commercials like this are very degrating to women. I would love to see a commercial with a naked man on there trying to sell alcohol, I still do not understand why it is okay to show naked women, but not men unless it is a porn video.

I had to view the ad being discussed in this article so I had a better understanding of the ad. I think American companies do take liberties with “other cultures”. America is frightenly ignorant of other countries and their cultures. I can see where Brazilians would take offense with this ad. Even though they are more open about sexuality, they do have morals. This ad implies that using this product will enhance a secret tryst, and unfortunalty plays up the sterio type that Americans have of Brazil.
The ad did not offend me in any way. I think it is a good commercial and it definitely catches your eye. If this were to be released in the states I think sales would be off the charts. Unfortunately I feel that an ad like this would be poorly received in our prudish culture. The general population does not see the human body as a glorious part of nature to be revered, but something to be kept hidden and never talked about.

I think you can be sexy and provocative withouth being naked. I realize in some countries it does not make a difference, but to me it is sleezy. All that for a mexican coke. Come on. Where are standards?

I feel that this advertisment of this product has a smooth and sexy appeal, that is going to pass the eye test. Some people might think it is a little much. I do drink, but the commercial would not have me drooling for it. I most certainly would by try it.

I think it is bad enough to advertize alcohol that kids can see but to show naked women makes it worse. just think of the message they are sending. but i guess they feel its ok so let them do it over there. i know it wont happen here.

I really don't mind on the nudity of women to advertise a product, I am a very liberal person. I know if that commercial would air in the United States it would be very disrespectful and an insult to people, I know that we would have many protesters because of it, just being Brazil makes it o.k in peoples eyes because how Brazil is liberal in many aspects. I also do think that the American companies do take liberties in other cultures. It might be an insult to Brazilian people but that is the stereotype people do have of Brazil, I don't think it's wrong, people just have different aspects and views of life and that is what makes us all different.