Monday, March 14, 2005

Cajeta, por favor?
Hershey's new line of candy launched under the moniker of "La Dulceria Thaila" is now out and available at a vending machine near you. Thalia is a very well-known Mexican star, roughly the Hispanic equivalent of Britney Spears. In one of the ads, Thalia appears in this month's People en Espanol touting Hershey's new candy line with a headline that says, "Sabor a chocolate blanco con cajeta." (The taste of white chocolate and condensed milk.) To 60% of the US Hispanic market the word "cajeta," loosely translated, means "condensed milk," which is extremely sweet and sinfully delicious. But to the rest of the Hispanic consumers in the United States it either means nothing or, in the worst of a Marketer's nightmare, it means something that does not belong on a candy wrapper [...] Contact Jose Cancela [of Hispanic USA Inc.] and find out what "cajeta" means to Argentines and Dominicans.
Press release, Hispanic USA 14 March 2005.

Here's some help from The Times-News of Twin Falls, Idaho 8 March 2005:
"... in Argentina, Uruguay, Paraguay and the Dominican Republic, cajeta is a vulgar term for a certain delicate part of the female anatomy."

Damn! I guessed wrong.

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