"We use the term because 67% of all Hispanics are Mexican and we're targeting Mexicans," said a Hershey spokesperson.
In a few Latin countries, "cajeta" exists with a different meaning; in Argentina, a very sexual one.
"There is Walter Cronkite Spanish," said Jose Cancela, principal of Miami-based consulting firm Hispanic USA. "Using a word that is not known to 40% of the market is not smart marketing."
Not everyone cares. Cristina Benitez, president of brand strategist Lazos Latinos and a speaker of Puerto Rican Spanish, said, "Thalia is a great spokesperson and the ads are really cute."