We then contacted Millers/Coors, an official sponsor of the National Puerto Rican Day Parade, for their side and a spokesman responded with the following:
“We would never produce advertising in any neighborhood or community that suggests, encourages, or endorses getting drunk, which is against industry advertising practices and our own marketing compliance code. We have a strong track record of responsible advertising and marketing. We have always produced ads that encourage our consumers to enjoy our products responsibly. This specific ad is about celebrating the Puerto Rican culture and becoming part of the Puerto Rican Day celebrations.”
This is the third year of Miller/Coors rolling out the “Emboricuate” campaign. The marketing strategy is part of the rollout to hype the annual Puerto Rican Day Parade.