Dr. Sabrina Segal

Only in Brazil is a perfectly proportioned naked woman suitable to sell booze.

Cabana Cachaça, an “authentically Brazilian” liquid refreshment, is the creation of a New York investment banker turned distiller. The product’s multimedia campaign “hotter than Rio in summer” features a sexy video filled with nudity. The quick flick leaves nothing to the imagination, including waxing habits à la Brazil. Obviously an ad such as this wouldn’t fly in the US as watchdog groups swoop down with accusations of “lewd images and gratuitous nudity.” But this is Brazil.

Cachaça is the third most distilled spirit in the world and is recognized as the “national spirit of Brasil”. It’s made from sugarcane and has been Brazil’s best kept secret until recently when it became the rage of Europe. Cachaça is now setting its sights on the US market.

“Advertising for spirits brands has become very watered down in recent years,” said the banker. “We wanted to add a shot to the category, albeit in a very sexy and sophisticated way, that would get men and women to immediately take notice of the new, super-premium cachaça”.

Brazilians have quickly seen the truth that Cabana Cachaça is backed by an American marketing concept and are a bit upset over the stereotype. “The vision is deplorable. That these American myopic views of our country have reduced us to nothing more than cachaça, Carnivale, and bundas (behinds).”

Do American companies take liberties with “other cultures” when creating ads? How do you feel about naked women selling alcoholic beverages?

Photo Credit: Dr. Sabrina Segal