Nestea likes them young and exotic-looking
Nestea makes iced tea, but it gets all hot and bothered when it comes to those sexy foreign-exchange students. That's the take-away from new ads for Nestea Red Tea that are apparently running on bus shelters in the Baltimore and D.C. areas. The campaign is drawing some predictable criticisms (that the ads objectify, that they're xenophobic, that they're racist), but that seems like an overreaction. While the foreign students in the campaign might be "tasty," it's the slacker American student over at the "Liquid Awesomeness" site who's the real doofus. His main preoccupation down in his "subterranean lair of cool"? Trying to get hamsters to play the electric guitar. Photo by poza1 on Flickr. |
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Nestea Red Tea is people!
Posted by: Rebecca Cullers | Apr 17, 2009 3:54:12 PM
I took a look at the mentioned "Liquid Awesomeness" Web site, and it is definitely targeted towards a younger audience, more specifically college students. The copy on the print ad is quite humorous from the stereotypical viewpoint of a laid-back, slacker college student not worried about his homework or study time, much less if he offends a fellow student who may happen to be from another country. The ad is definitely causing hype for the company, which could be looked at as a benefit and a negative thing. It is a benefit because it draws hype from the target audience (which, from the looks of it, is evident that is college students in suburban areas, attending universities with large enough populations to attract diverse students). The negative, however, is that critics opposed to the sarcasm could bring bad reviews for the company. But as long as people are buying, the product, I'm sure the company won't mind the critiques.
Posted by: KP | Apr 20, 2009 10:58:33 AM
As someone who came to the U.S. as a foreign student, I will say that I do not consider the ad offensive. It is certainly zany but does not smack of racism. Au contraire, it is creative advertising campaigns such as these— that attach playful but positive tags to foreigners (i.e., “tasty”)—which can help mitigate the mild, albeit growing xenophobic sentiments against foreigners working on H1-B visas in corporate America today.
Posted by: A Mookerjee | Apr 21, 2009 8:34:38 PM
Questionable? Oh yes. But I grinned at the college humour.
Posted by: Michael | Apr 28, 2009 8:39:05 AM
As an exchange student, this ad is everywhere on Facebook! Seriously, I bet most exchange students who are tagged in the photo don't even know where the poster is from. I would think that most exchange students love this because yes we are tasty and foreign! Divine, this is brilliant!
Posted by: arustyin.at | Nov 3, 2009 2:36:04 PM
As an exchange student from the usa who went to italy, this add is amazing! ive been tagged in about 10 different pictures all from exchange students, we all love it, its not offensive at all! everyone of us loves it and thinks its a great add
Posted by: kendra wagner | Nov 19, 2009 9:44:08 PM
