"What is your Mix ?", has been an issue when Bayo, a well known clothing company in the Philippines started a campaign featuring Filipino actress's of mixed race with the short copy stating: “50% Australian and 50% Filipino,” high lighting mixed-race lineage.
The concept recieved a lot criticism from the sensitive Filipino's saying that Bayo’s new campaign was racist, demeaning and more like "you have to be of mixed race to be beautiful."
Because of the issues Bayo released an official stament of apology, Lyn Agustin,Vice President for product research and development, said, “We are going to prepare a better and more sensitive campaign, more sensitive to the big issues.” and added “We are very sorry that the campaign unintentionally offended people,”
Because of the issues Bayo released an official stament of apology, Lyn Agustin,Vice President for product research and development, said, “We are going to prepare a better and more sensitive campaign, more sensitive to the big issues.” and added “We are very sorry that the campaign unintentionally offended people,”
"We, at Bayo, deeply apologize for the message our campaign—“What’s Your Mix?”—has unintentionally conveyed. We would like to express our regrets to those who have been offended or felt discriminated against.
Our company and our partners have always taken pride in being pro-Filipino as we continue to celebrate our uniqueness and achievements. We believe that being a Filipino will always make you 100% beautiful. It is unfortunate that this message got lost along the way.
We thank everyone who has shown support for our thrust of promoting Filipino beauty, talent, and creativity."
The “What’s Your Mix?” display ads will be taken down to all Bayo boutiques as they come up with a new concept for their campaign.
Our company and our partners have always taken pride in being pro-Filipino as we continue to celebrate our uniqueness and achievements. We believe that being a Filipino will always make you 100% beautiful. It is unfortunate that this message got lost along the way.
We thank everyone who has shown support for our thrust of promoting Filipino beauty, talent, and creativity."
The “What’s Your Mix?” display ads will be taken down to all Bayo boutiques as they come up with a new concept for their campaign.
1. What is your mix?
2. What can you say about the campaign?
visually, okay lang. nothing much, just a typical look book. given the texts, "what's your mix?" and those half-half statements, it's really a different story na.
ReplyDeletei don't find it offensive pero maybe bayo should definitely change it to save their face.
Its just a marketing technique to capture attention.. Its just that, they did not realize that it can bring a really negative impact
ReplyDeleteMaybe they did realize that it was wrong and took action after seeing negative feedbacks from Pinoys.
Deletenothing it's just ang mahal ng BAYO talagang pang mix people lang sya minsan dahil sila ang can afford huhuhu but I like BAYO mahala lang talaga
ReplyDeleteI think this did generate attention for BAYO. Controversy creates cash. =>
ReplyDeleteI think what they're trying to say is, anything na may mix or "touch" ng Pinoy becomes beautiful. Na-miss interpret lang so medyo naging negative!
ReplyDeleteI agree with Cai. namisinterpret lng siguro yung tooong gustong ipaabot ng Bayo. Anyway, I see alot of spoofs sa fb about this. funny nga pero sana wag personalin ng iba. Hehehe.
ReplyDeleteMy daughter is mixed race and I love the idea of the campaign. Guess we are weird... lol
ReplyDelete1. What is your mix?
ReplyDeleteI am 50% Filipino, and 50% Filipino. :)
2. What can you say about the campaign?
Am I wrong in assuming that ethnicity in the Philippines is more or less correlated with income or class level?
That the target demographic of this company is most-likely mestizo, not necessarily because they look more beautiful (although that could be true), but more wealthy (and can thusly afford to purchase their products)? I don't think they intended to offend as much as they totally intended to ignore the lower classes (who are more often than not indigenous), since they are not part of their target demographic anyway?
I've been told I have Spanish, Chinese and Indonesian (Timor) ancestry, but those are all several generations ago, farther than anyone in my family could positively trace. My mother is from the Philippines and my father is from the Philippines, so for all intents and purposes, I consider myself "Pure Filipino."
I've never seen this ad before (I live in the USA) but if I was from the Philippines and I saw this, yes, I would sort of be offended by it, because it would be clear that this company doesn't intend to market to someone like me.
Well I'm pure Filipino and proud of it ;) Like what they said, they might not have intended for the message to be that way -- guess they should just say it in another way then .
ReplyDeleteIt depends on the level of mindedness of the person beholding the ad I guess. But whether racist or not, this only begs the question of cultural identity. Wish BAYO could've been more subtle in rolling out exotic beauty as their campaign focal point.
ReplyDeleteMisinterpretation. That's definitely what happened IMHO. I guess BAYO didn't really intend for the ad to sort of give a negative vibe... Hmm...
ReplyDeleteWhat is your mix? - My maternal grandfather's 1/4 american, but gaaah, I still consider myself 100% filipino.
If I remember it right, United Colours of Benetton had the same issue, and contrary to Bayo, they went on with their campaign. Can't remember what the details of Benetton was!
ReplyDeleteWell it's great for their image to, to be able to show sensitivity for social issues.
Understanding a certain message may differ depends on the person reading it. It may or may not be offensive. But it was really a good move for Bayo to change their concept so as to avoid further conflicts.
ReplyDeleteIt's an overreaction. That whatchamacallit 'politically correct' posturing has gone way overboard. "What's your mix?" is an honest question, an honest proposition. It's not as if it was asking, "What breed are you?" It's an honest ad for a clothing line because people tend to mix and match what they're gonna wear. In this age of political correctness though, people overthink a lot and they'll take it as a racial slur when there's no slur to begin with! Perceived slights, anyone?
ReplyDeleteproducts loves to have a controversial advertisement coz it gains a lot of exposure.. It is one of the best marketing strategy that is being used in any kind of industry..
ReplyDeleteI believe Bayo have the right concept, they happen to convey the concept in a way that most people misinterpreted it.
ReplyDeleteParang may gustong i convey na message ang BAYO pero fail lang ang write-up.
ReplyDeleteMadami nang taong mapuna ngayon, kaya sa mga advertiser inggat sa mga ideas.
ReplyDeleteI'm 75% Filipino and 25% Spanish. I don't find the campaign offensive. Some people just misinterpreted it.
ReplyDeletei think this is a big misinterpretation.
ReplyDeleteI've watched it on the news and I have to say some people are just over reacting. Hayz
ReplyDeleteSome people just over reacting and some people are piggy backing the issue for their own popularity IMHO.
ReplyDeleteAnyway, how can you compute the percentages of being Filipino? Any idea?
What's my mix?
ReplyDelete40% patis
30% calamansi
30% Siling labuyo
sarap! (chos);p
My Mix, 100% Batangueño.
ReplyDeleteI guess playful minds would find this with a negative connotion. I don't see anything wrong with their campaign if you ask me. ^_^
its a marketing technique and I think it depends on the people on how they interpret the campaign
ReplyDeleteI don't find it offensive; to each his own, I guess.
ReplyDeleteBorn and bred in the Philippines, I'm 75% Filipino and 25% Spanish. And perhaps in my past life, I must have been a Korean. :)
I believe the ad was meant to deliver the message that "having Filipino blood" makes you stand out in the world. Unfortunately, the way it was worded gave a negative connotation...delivering instead the message that being of mix blood makes you better and more beautiful than the "natives". The ad is too wordy kasi, proving the dictum that "less is more" :)
ReplyDeleteFilipinos are mostly NOT PURE.
ReplyDeleteWe are a mixture of races because of migration,
place of work, foreign influence, match-making
and a lot more factors that will lead to this half-half or
mixed blood cases. Anyways, BAYO or not..
models should be pleasantly looking and the
campaign message will add to the appeal.