decoder | Marcela García

Cinco de Mayo: Don’t reduce Mexican culture to tired stereotypes

Expect the usual free margaritas and tequila on Cinco de Mayo, but the appropriated holiday also brings a high potential for embarrassment and public shaming for brands and companies. Which is why Michael Calienes, a local ad executive, came up with a hashtag to keep an eye on those who “relegate an entire culture to a one-dimensional stereotype,” as he explains. Calienes, who is Cuban American and the director of Hispanic Marketing at MMB, came up with #CincoDeFallo – a word play on “Cinco de Fail” – last year while observing the pitfalls of corporate America when trying to be Hispanic-relevant. It almost always is a careless and costly exercise to hastily reach out to Latino consumers one day of the year, as the #CincoDeFallo compilation shows below. (And in case you’re still wondering what Cinco de Mayo really is, here’s my 2006 take on it.)

Marcela García is a Globe editorial writer. Follow her on Twitter: @marcela_elisa.


Marcela García: Recognizing Latinos’ political power


Tom Keane: Race and (re)vision in today’s America

Derrick Z. Jackson: The positive numbers about young black men

Get This Week in Opinion in your inbox:
Globe Opinion's must-reads, delivered to you every Sunday.
Thank you for signing up! Sign up for more newsletters here

Editorial: National Hispanic Heritage Month is not just for marketing

Loading comments...
Real journalists. Real journalism. Subscribe to The Boston Globe today.
We hope you've enjoyed your free articles.
Continue reading by subscribing to Globe.com for just 99¢.
 Already a member? Log in Home
Subscriber Log In

We hope you've enjoyed your 5 free articles'

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week
Marketing image of BostonGlobe.com
Marketing image of BostonGlobe.com