Yoplait Mexico launched an ad campaign that was intended to empower women, but instead ended up causing a public outcry on social media after many commentators criticized the video, claiming that the only thing it accomplished was to further perpetuate stereotypes, all amidst massive protests being held across Latin America against the rise in femicides and gender violence in the region.
“Let's toast to the pleasure of being a woman” was launched with a video of women singing and making a toast with yogurt while singing the now controversial “anthem” that was meant to be empowering.
In the video, the women can be heard that women can do just about anything… just like their husbands. The women go on to sing that they work all day and go back home at night exhausted… just like their husbands. But unlike their husbands, they have to make dinner. Then, to make matters worse, the women encourage each other to exercise, not to be healthy, but because “summer is just around the corner.” They all sing in unison “you need to be skinny so you can wear your swimsuits.”
According to the UN's Economic Commission for Latin America and the Caribbean, women in Mexico dedicate on average 53.9 hours per week on unpaid domestic labor, which includes preparing meals, cleaning, etc., while men dedicate on average 19.2 hours per week.
Yoplait Mexico has yet to comment on the controversy generated by their video and the video, as can be seen above, is still available for viewing on their official Facebook page.