A few days ago, I heard a radio commercial for a local grocery store chain advertising specials on essential items for the perfect Cinco de Mayo celebration, including chips and salsa, avocados and beer – you know, those great staples of Mexican cuisine and culture.
Is it any wonder then that TIME today named Cinco de Mayo one of America’s Drunkest Holidays, or as others have noted, one of the most fabricated marketing events in history.
It’s widely acknowledged that the origins of Cinco de Mayo’s tipsy reputation can be traced to beer companies using the holiday to promote their products, beginning about 20 years ago.
While Cinco de Mayo is a minor holiday in Mexico that marks the country’s defeat of the French army in the Battle of Puebla, today it is a popular excuse for Americans to party, with bars, restaurants, and party stores all cashing in on the trend.
While the amount of money spent by Americans today is elusive, the Washington Post reported that consumer spending on Cinco de Mayo party decorations alone was $71.4 million in 2005. A scan of all the food and drink specials advertised in my local market media today makes me think that number has jumped significantly.
Below please find a roundup of some interesting tidbits related to the fifth of May. Do you have any tidbits or comments you’d like to share?
- Case study on Corona’s entry and eventual leadership in the U.S. market
- News that Dr. Gary Hamlin in Joplin, MO is offering free office visits to Hispanic seniors today “because they too often go without medical care to make sure their children have such care” (Bravo, Dr. Hamlin!)
- Post on the unsuccessful campaign to have Google doodle Cinco de Mayo
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I asked some tweeps yesterday why they thought this holiday was most celebrated in the US than in Mexico and got very similar responses to your post. From “consumerism” to “Americans need a reason to drink” to insight on how its becoming the new St. Patrick’s day in NYC!
Definitely a good marketing opportunity, but primarily to non-Hispanic audiences in my point of view!