“MillerCoors Puerto Rico deeply regrets the situation that has been generated by the advertising in the United States in connection with the Puerto Rican Day Parade. This campaign was not generated in Puerto Rico and does not relate in any way with the media that for years we had with our local consumer,” said A. Javier Soler, Vice President and General Manager, MillerCoors Puerto Rico.
The campaign generated to communicate the fourth year of sponsorship of the Coors Light brand with the Puerto Rican Day Parade in New York uses the term “Emborícuate” a word previously used in past editions of the parade to foster Boricua pride and spirit to everyone and celebrate our culture during the Puerto Rican Day Parade, even for those who are not Puerto Ricans. It also uses the phrase “celebrate with everyone” to highlight the message of an inclusive celebration of people.
This campaign has been implemented successfully in the United Staes for the past three years, and it was well received by those attending the Puerto Rican Day parade and consumers, and never was misinterpreted. The ads are just part of the efforts of the company during the weekend of the parade. MillerCoors is a partner with the Puerto Rican Day Parade Committee and as an example of their strong commitment to the community of Puerto Rico in New York, the company s giving $ 75,000 in scholarships to the Foundation of the Puerto Rican Day Parade.
MillerCoors campaigns never suggest, encourage or promote excessive consumption of their products. This is contrary to accepted practices in industry advertising and marketing codes of the company.