From the University of New Mexico Daily Lobo: "Students are hot under the collar over what they see as a cold misrepresentation of Latinas.Tecate advertisements placed on billboards throughout Albuquerque feature a slanted Tecate bottle with the words, 'Finally, a cold Latina,' written across them."

This billboard in Albuquerque sparked protest from Robert F. Kennedy charter school students and the campus organization El Centro de la Raza. My wife, herself a hot (Puerto Rican) Latina, was not amused.