Is controversy appropriate in Hispanic marketing?

Today, the Dallas based pizza franchise Pizza Patrón will launch a one-day marketing effort to connect with its burgeoning Latino consumer base. For a three-hour period, Pizza Patrón will give away free pizza pies to customers who order in Spanish. This seemingly low-key promotion tactic has actually sparked controversy for the pizza chain–mainly from critics who feel rewarding those who order in Spanish is discriminatory. Good or bad, controversy surrounding the marketing stunt has given Pizza Patrón plenty of publicity. Is there a place for controversy in marketing campaigns, even those that reference Latinos?

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