Bare Breasts Don't Offend Brazilians; American Cachaca Does

Also: Sometimes It's OK to Use Sex to Sell Booze

Posted by Laura Martinez on 05.12.08 @ 10:48 AM

When it comes to marketing and advertising, Brazil has long been associated with either soccer or perfectly shaped women. So it would come as no surprise that an upcoming summer campaign positioning Cabana Cacha�a as an "authentically Brasilian" drink would feature a naked woman with perfect proportions wearing nothing more than a pair of sexy pumps. Right?

Authentically Brazilian?

But the campaign in question, created by Avrett Free Ginsberg of New York, has already raised the ire of many Brazilians in the blogosphere. But not for the overt exploitation of the female body to pitch an alcoholic beverage. No, it's because the product is not really "typically" Brazilian. Cabana Cacha�a, while distilled in Brazil, is the brainchild of Matti C. Anttila, a New York investment banker turned entrepreneur who first launched the brand in 2006 in an effort to "evoke an emotional connection with Brazil." Both Cabana Cacha�a, like its agency, is based in New York City.

Cabana's summer campaign, which has been labeled hotter than Rio in summer, includes an explicit, sexually-charged video, which anyone (older than 21, of course) can view here. It ends with a close-up of the model showing her Brazilian wax, apparently another typical feature of women in the South American country.

Don't get me wrong. I have nothing against sexy stuff or against Cabana Cacha�a (I might have some issues with Brazilian waxing, but that's another story). What kills me, though, is how marketers and advertisers seem to have a wider margin to play with stereotypes when dealing with "other cultures," or at least other cultural referents. Looking slutty and doing some guys in an elevator might be OK, even incredibly sexy, if you are Salma Hayek pitching Campari; or in this case, if you are naked, sport a Brazilian wax and pitch some "exotic" drink called cacha�a. (Remember that 2006 Skyy Vodka ad that drew scrutiny by an industry watchdog for showing "lewd images and gratuitous nudity?")

It seems to me that politically-correct America is extremely rigid at enforcing decency, but not so when it comes to images that relate to other cultures and/or values. Is this what multiculturalism is all about?

I might be wrong and the campaign will be ultimately flagged by the Distilled Spirits Council of the U.S., which establishes that "beverage alcohol advertising and marketing materials should not rely upon sexual prowess or sexual success as a selling point for the brand." Or maybe, not. Perhaps nakedness and Brazilian wax don't fall into the category or sexual prowess.

Go figure.

~ ~ ~
Read more from Laura daily at Mi Blog Es Tu Blog.

14 Comments

By DIEGO | NORWALK, CT May 14, 2008 08:34:37 am:

What the writer doesn't get is that the sensibilities of the other cultures are different, so it's not about Americans going elsewhere to be non-PC, but Americans trying to seize a market by using their sensibilities.

Also, despite appearances to the contrary, Brazil is quite conservative. Sure, they celebrate the female form, but you don't see breasts the way you'd see 'em in, let's say, France.

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By imontferrand@strategy.loreal.com | CLICHY CEDEX May 14, 2008 10:22:00 am:

am a woman and Brazilian, very far from the stereotype. when I see advertising like that I put myself the question: how cmarketers and advertisers (normaly intelligent people and which gains a lot of money) could create something so coarse?
Shirley - Paris

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By GSBJEFF | Redding, CA May 14, 2008 12:44:35 pm:

Funny that you have the "ire" of many Brazilians being raised by the ad campaign for a cachaca brand. We were contacted by individuals in Brazil about their possible use of our name as a leg up in assisting with the introduction of a cachaca product here. Also, they wanted to connect with us on a line of lingerie. Their comments to us were that Brazilians were very much more open about sex than Americans. After all "sex" is a three letter word not four and sex sells, GREAT SEX sells better. It's a universal theme and embodies everything that humans have interest in---excitement, humor, desire---things that make life worth living. Advertizing takes advantage of human nature---how absolutely normal! Our beer product and advertizing programs are tastefully done to taste great---a key factor. However, there will always be individuals that have other opinions---also human nature. Don't worry be happy!
Jeff
GREAT SEX BREWING, INC.
www.greatSEXbrewing.com

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By mcanttila | NEW YORK, NY May 14, 2008 01:24:02 pm:

As the founder of Cabana, I thought I would take this opportunity to clear up certain misconceptions generated by this article and a couple others that have circulated recently. Cabana is an authentic, small batch Brazilian cacha�a. While I may personally be based in New York, all of our production is done at source in the state of S�o Paulo. From the hand cutting of the sugar cane, to the double-distillation in traditional pot stills, mellowing for six months in Jequitibá wood barrels and estate bottling, the whole process from start to finish is done in country. When I began the process of creating Cabana, authenticity and quality were of primary importance. Our innovative production process strips out the impurities common in most cacha�a, which tend be of industrial grade quality, while isolating the desirable characteristics that make it unique. In Brazil, we have dedicated partners who are passionately committed to making the best cacha�a in the world. We currently sell Cabana in the United States, the U.K. and exclusive locations in S�o Paulo and Rio, including the Fasano Hotel.

About our advertising, which has generated amazing buzz since kicking off at the beginning of the month, this is an artistic campaign shot by one of the world's best known fashion photographers, Mario Sorrenti. We created this advertising campaign to raise awareness of cacha�a, a spirit that has been relatively unknown in America until now. As we roll-out the full campaign through the rest of this year, you will see a series of beautiful shots that build off the "Authentically Brasilian" theme. For any questions about Cabana, feel free to reach out to me at info@cabanacachaca.com.

All my best,

Matti C. Anttila
Founder & President

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By Joseph | Morristown, NJ May 14, 2008 04:38:23 pm:

Unfortunately people like Mr. Anttila and the agency he uses are doing nothing but exploit the image that Brazilian women have in the US and around the world. Obviously you can see that the agency and the client agreed on the specific directions in using sex as it does sell and it ties in with Brazil. As an American married to a Brazilian and having traveled many times to that country, I can definitely say they are a lot more open there than here when it comes to sex, but this is such a stereotype that is ridiculous and insulting. It is the same as using Tony Soprano's stereotype to advertise Italian products.
Unfortunately, for me it did not hit the mark and the only reason there is a buzz is because the is showing a beautiful ass. But then again that is the only message small minded people like Mr. Anttila and his agency can come up with for such a product.
Joseph De Falco

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By RICHARD | TUCSON, AZ May 14, 2008 09:34:39 pm:

Much to-do about nothing. Who really cares about the gorgeous girl and the wonderful photography? How will that motivate me to buy the product?

Now, tell me,that after a few nips of the juice I see my woman, or all others in eyesight, looking like that and you have a winner

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By andrea_berselli | s.damaso-modena May 15, 2008 03:51:42 am:

When you use sex in adv means that you have no idea and your agency too

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By Robert A. B. | New York, NY May 15, 2008 09:36:51 am:

A little too much like Tom Ford's silly spot, perhaps a little less homo-erotic, but no less silly. I guess nudity is in Internet advertising is now seen as necessary to build buzz.

Well, great for people bored at work, great for photographers and editors and others allowed on the set, but great advertising—let's look at the numbers. Me. I'll always pause to look at a naked woman but the sight of one is more likely to drive me to a bordello and not the liquor store.

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By Jaime | Chappaqua, NY May 15, 2008 10:34:01 am:

SEX! Now that I have your attention... a lot of advertising out there uses sex merely to get you to focus on the message. But when you have a product that is authentically "Brasilian" (they even use S instead of Z), you have a right to grab on to that culture. If some guy from New York wants to buy a Brazilian company and distribute it around the world, that doesn't de-authenticate it. You can't even call it cachaca unless it comes from Brazil, just like champagne only comes from Champagne, so this is the real stuff. I understand that if you merely look at this as an excuse to show a naked woman, this is distasteful but there are stereotypes and there are archetypes. If you denigrate a people using a cliché, it's a stereotype. If you celebrate a culture for one of the things that defines it in the eyes of others, it's an archetype. And I do believe that you can call the celebration of the beautiful tan lined body a Brazilian archetype. Yes you could have shown a couple doing Samba and called it "Authentically Brasilian," but that doesn't take away from the authenticity of this campaign.

I was actually talking to a female friend of mine about this campaign and she asked what I would think about American stereotypes/archetypes being used to sell stuff. But how is hotness a negative thing to reference about a country? If this were for an American beer, it would would be easier to reference our fat culture than anything else. I'd love to have the celebration of the beauty of the female form be a generalization about Americans, but oh well. I'll just have to buy a Brazilian drink instead.

Saude! (Cheers!)

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By Aroldo | St. Bonaventure, NY May 15, 2008 04:35:04 pm:

"Is this what multiculturalism is all about?" This is not what multiculturalism is all about, but unfortunately, the very same multicultural industry is to blame for this... Because agencies, seem to have a hard time challengin the clients, and in most cases they give them what they want to see...

They give you an assignment, and if you are the agnecy, it is much easier for you to justify hot girls, thongs and brazilian wax, than anything else. The same thing happens in the Hispanic market. Put them a sombrero, set them up with grandma, grandpa and 10 cousins and you got your perfect message...

The same multicultural media is to blame for all of these.

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By wbw1975 | Miami, FL May 15, 2008 07:14:02 pm:

I applaud someone shaking-up the staid and repetitive nature of US liquor advertising. The campaign does what it should: grab consumers' attention and raise awareness for the brand.

On a side note, challenging the authenticity of Cabana being from Brazil seems a bit ridiculous. In order for a liquore to be labeled and registered as cachaca, it has to be manufactured in Brazil by law.

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By Liz1234 | New York, NY May 16, 2008 04:51:54 pm:

I have had Cabana Cacha�a and truly enjoy the stuff. I am a woman who is not offended by this ad campaign at all. On the contrary, I appreciate the artistic viewpoint and the fact they used such a prestigious photographer like Mario Sorrenti. By the way, in order to be called cachaca, it must be made in Brasil. That being said, Cabana is extremely authentic - not sure where you got your research but check out its Wikipedia page...

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By msalup | Coral Gables, FL May 18, 2008 10:01:52 pm:

Authentic down to the --I assume-- Brazilian wax

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By marcofernando77 | Brasilia June 5, 2008 05:42:21 am:

an insult to our country and our culture. authentically brasilian it is not. authentically gringo it is.

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