Pleasure and power

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.

Why not?

Learn more about Casamigos, Aunt Jemima and Juan Valdez.

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