Casamigos, Doritos marketing collateral, 2018
A consistent theme in the marketing of Mexico’s grastronomic culture is the erasure of Mexicans.
When Mexicans do appear, they are cast as laborers – honest and authentic producers, but never as consumers.
Mexicans cannot be shown to be enjoying the fruits of their labor.
The same is true for the fruits of Mexican labor – e.g., “California avocados” – but you already know this. Of course, what applies to Mexicans can similarly be said of producers in El Salvador, Nicaragua, Colombia, Guatemala, Honduras, etc.
Update, july 2017