's three priorities: Education, education, YOUR SOUL.
"What you do in advertising is you get your can of soup, and you hold it up to the audience and say 'It tastes great, it's full of iron, fiber and vitamins, you should buy some'. What we do in politics is hold up the other guys' can of soup and say 'It's poison, it'll kill you!'"
A Scare Campaign
is a political advertising campaign based around the terrible things the other party or candidate will do if they get into/retain power. This is based around the idea that a voter who is on the fence is more likely to believe negative messages about one's opponent than positive messages about oneself. Studies have shown this to be one of the most effective types of political campaigns.
Naturally, political candidates will believe that many of their opponents' policies are wrong; that's why they're opponents. And in some sense, tearing down the opponent's position is just as important as building up your own. But let's face it: the vast majority of Scare Campaigns are about creating fear rather than debating. Most of them are based on wild conjecture, playing up a candidate's links to "bad people" no matter how tenuous
, and sometimes just plain lies. Even when a valid point is made, expect the same creepy scary music and disturbing voiceover. This may even extend to Deliberately Monochrome
techniques in the case of outrageous claims.
This trope is most popularly seen in Real Life
in pure form. In fiction, a Scare Campaign will usually be played by for laughs by a goofy character, or deadly serious by a villainous one who seeks to use one to do dirty, evil things. Both of these portrayals are, naturally, based on the assumption that the audience knows
the Scare Campaign
is a dirty trick.
Compare Scare 'Em Straight
for uncomfortable similarities, and expect copious amounts of Strawmen Political
Be warned, however, of accidentally creating a Strawman Political
of your own by giving Scare Campaign examples which, in themselves, amount to a Scare Campaign. For this reason, please make sure to be specific in your examples, giving direct citations when possible. This is especially important with more extreme examples. When it comes to politics
, a simple "I am not making this up" just won't do.
Outside of the realm of politics, this is known as Fear Uncertainty And Doubt- generally
kept to business-to-business companies, it sees Established Company X
spend more time telling you how Startup Company Y's similar product will make you lose money/customers/extremities rather than how their own products will make
See Also: Attack of the Political Ad
, for fictional parodies and exaggerations.
open/close all folders
- In their late 2007 election campaign, Australians were subjected to both Labor ads about Howard and Costello wanting to take away even more workers' rights, and Coalition ads about "anti-business" unions running the country if Labor got in. Labor won, and analysts commented that Australians still seem to have respect for the union movement despite the Howard government's attempts to demonize them. The Chaser, naturally, had something to say about it...
- An intra-party example came during the struggle for Liberal Party leadership between Malcolm Turnbull and Tony Abbott, with Turnbull saying that under Abbott, they would "become a fringe party of the far right". Abbott won.
- Par for the course every election actually. One would be hard pressed to find an ad that does not portray the opposition as baby eating, child raping, thrill killing terrorists. The political attack ads in the Grand Theft Auto games are subtle in comparison.
- In the 2008 Canadian general elections, the New Democratic Party ran ads against the Conservative Party and Bloc Quebecois, portraying them as corrupt authoritarians and useless good-for-nothings respectively, followed by scenes of Ghibli Hills while a voiceover explains the NDP platform.
- Of course, in Quebec, Bloc Quebecois won most seats and the NDP won only one - and that was solely on the strength of their local candidate.
- There are also Stephen Harper's Conservative attack ads, which were attacks first on Stephane Dion, then Michael Ignatieff. Some involved quoting magazine interviews from years back in which Ignatieff says he's an intellectual. Then, it cuts to Mr. Harper in his Blue Sweatervest of Family Values.
- Dion's campaign had a lot of this on the Conservatives, including a pulled ad warning Canadians that Harper would bring soldiers to protect, er, subjugate Canadian cities. Soldiers with guns.
- In the 1993 Canadian federal election, the Progressive Conservatives ran an ad that (at least in popular perception) was a scare campaign targeted at the Liberal leader Jean Chrétien's facial disfigurement cause by his Bell's palsy. The Tories went from 169 seats to 2 in that election. The ad lost them ten percentage points in one day as Chretien leapt at the opportunity to give a speech about being a little guy who was Inspirationally Disadvantaged.
- Parodied by the Rick Mercer Report during the 2006 Canadian election - see here. There's a second one that accuses Stephen Harper of giving live grenades to children.
- The 2011 federal election was a bit less alarmist on all sides, as the Conservatives and NDP realized that they could both gain at the expense of the Liberals and the Bloc (which they did). As a result, it's a fair statement that this election had two winners, without too much mudslinging.
- There was little mudslinging between the Conservatives and the NDP. However, the entire Conservative strategy was essentially portraying the Liberal leader Michael Ignatieff as evil for having lived in the United States while teaching at Harvard.
- In 2003, the Progressive Conservative Party of Ontario accidentally released an overblown press release identifying the Liberal Party leader, Dalton McGuinty, as an "evil reptilian kitten-eater from another planet". McGuinty instantly responded with "I like cats" with a self-deprecating smile that charmed the public and caught a lucky break during a photo-op when a cat wandered to him and he got to pet it for the camera. The result is that he won the election with a solid majority.
- As the page image shows, in the run up to the 1997 General Election in the U.K. the Conservative party opted for 100% Nightmare Fuel while trying to discredit the Labour Party. Their party political broadcast featured a pair of giant, scowling red eyes following around the hard working UK public - glaring up at them from AT Ms, frowning down at them from the sky, and (used in most of the billboard adverts) peering evilly out from the black gap between two red curtains. In the television adverts, a voice listed the scary, scary things the Labour party would do (like raising taxes) before repeating "New Labour — New Danger". It's worth noting that the actual "dangers" were pretty run-of-the-mill political policies; it was campaign's presentation that was designed to make them as scary as possible.
- Labour retaliated by depicting the Conservatives as a pair of disembodied, grey, grasping hands, playing on the Conservatives' reputation for taking money and public spending from the working classes to fund the rich. In the end, Labour won in a landslide victory, but it probably wasn't due to their ad campaign — most people agreed the Conservative one was more effective and scarier, but it didn't stop people from voting Labour for other reasons.
- Those were the toned down versions. Initially, Conservative posters gave the scary red eyes to Tony Blair, while Labour posters featured a literally two-faced John Major.
- The UK's new Conservative Government has pledged to overturn the ban on hunting with dogs, despite the majority of the country supporting the ban. Coincidentally there have been two incidents recently where children have been injured by foxes, and the pro-hunters and right-wing press have demonized both foxes and animal rights campaigners (including Queen's Brian May). Queue descriptions of savage attacks by animals stalking the streets in vast numbers on beautiful innocent babies (and cute kitties, puppies and bunnies), and some photos of
yawning snarling foxes. Animal rights campaigners were even accused of threatening the family of two of the victims, despite the police saying there was no specific threat; just some concerning comments.
- In February 2013, a London baby was attacked by a feral fox and lost a finger. The pro-hunting lobby and its sympathetic media (The Daily Mail) proclaimed this incident is a direct result of the hunting ban which has allowed foxes space to breed and become a real menace. No word from the Daily Mail as to how well a traditional fox-hunt might work in urban London, though.
- The 2010 election in the UK was a full on scare campaign from both sides. The Conservatives' big scare campaign centred around the disaster a hung parliament would be, and that a vote for anyone but them would be allowing Gordon Brown to stay in power. Labour's scare campaign centred around David Cameron actually being Margeret Thatcher in disguise and that if the Tories got into power it would mean disaster for the working classes whilst they favoured their rich and powerful friends, and again that a vote for anyone but Labour was a vote for
Thatcher Cameron. The BNP naturally claimed that they were the only party to prevent Britain becoming a Muslim country overrun by immigrants. The big focus of all parties' scare campaigns was the economy. The Conservatives said Labour had already ruined the economy and would just get the country more into debt and crippled under massive interest payments. Labour said the Tories would turn around their good work to begin the economic recovery and there would be another recession. The Liberal Democrats said that both parties were wrong and that their way was the best and most fair way to solve the economic problems. The minor parties said some things too, but nobody listened to them.
- Winston Churchill, prior to the 1945 election, claimed that Labour "would have to fall back on some form of a Gestapo" if elected. The comment went over very badly. Labour won by a landslide.
- Then there was the 2005 UK Independence Party (or UKIP) Party Political Broadcast - a Euro Sceptic party - which portrayed the EU as a Giant Blue Octopus attacking London with its Combat Tentacles. This was coupled with ominous threats about how the EU was damaging British culture.
- Peter Griffiths, the Conservative candidate for Smethwick in the 1964 general election, ran on an anti-immigration campaign which featured the slogan "If you want a nigger for a neighbour, vote Liberal or Labour". Rather depressingly, he won.
- However, it must be noted that, according to The Other Wiki, that wasn't really his campaign slogan and there is no evidence that his party was responsible for it. He was running on an anti-immigration plank and the slogan, which was erected around the area, benefited his campaign, although he wasn't responsible by it. Griffiths would later write his own book on the election, "A Question of Colour. The Smethwick Election of 1964".
- The 1964 "Daisy" ad for Lyndon Johnson's campaign is probably one of the most famous — and effective — examples, and is often credited with Johnson's landslide victory over Barry Goldwater. It depicted a little girl picking off the pedals of a daisy, counting each one, before transitioning to the countdown for a nuclear test... with a man's voice with an accent surprisingly similar to Goldwater's ... and then a mushroom cloud.
Johnson: These are the stakes! To make a world in which all of God's children can live, or to go into the dark. We must either love each other, or we must die.
Announcer: Vote for President Johnson on November 3. The stakes are too high for you to stay home.
- The "Daisy" ad only aired one time, on NBC in prime time two months before the election, and was pulled by the Johnson campaign amid a storm of protest. The point had been made however, and (according to The Other Wiki) some thought this was the Johnson campaign's strategy from the beginning.
- In the 2006 Massachusetts gubernatorial election, GOP incumbent Kerry Healey blasted Democratic challenger Deval Patrick, a defense lawyer, for reversing the death sentence against a convicted killer. "Her approach is to protect the victims and Deval Patrick's approach is always to protect convicted criminals." This is, however, a defense attorney's job. The ads blew up in Healey's face and Deval won by a landslide.
- The infamous "Willie Horton" ad which Bush the Elder used to destroy Dukakis in 1988.
- Ted Kennedy's "Robert Bork's America" speech was a scare campaign unto itself, albeit one specifically targeted at defeating a Supreme Court nominee in the Senate.
- The 2008 presidential race was pretty much all about this. John McCain would like us to know that Barack Obama is an inexperienced loser who will let terrorists destroy America, while Obama would like to tell us how McCain would drive America straight into a ditch with Bush's same old policies.
- One of the more memorable and desperate-looking McCain ads showed an ominous narrator predicting what are meant to sound like life-threateningly high taxes while a shadow of the Capitol dome descends on a map of America and, then, a sleeping baby's face.
- The "Three AM" ads put out by Hillary Clinton in the 2008 primaries. And there was much lampooning to follow, most notably from the little girl in the Stock Footage the ad used, who at that point was seventeen years old and a supporter of Obama.
- James Dobson from Focus on the Family sent out a letter from 2012 if Obama won the election. Make a Drinking Game out of which of these predictions didn't come true.
- Or don't - you'd likely develop cirrhosis or a good case of Dead if you tried.
- Senatorial candidates had their fair share of ridiculous attack ads as well. Elizabeth Dole's "Kay Hagan took godless money—what did she promise in return" ad backfired and led to North Carolina becoming the first state to have two female Senators from different political parties, and the first time since the 50s that no Bush or Dole has been in the government.
- Chicago gives us a great example. In 1983, the city Democratic Party nominated Harold Washington as their candidate for mayor. Normally, winning the Democratic primary is tantamount to being elected mayor of Chicago, but there was one problem: Washington was black. This gave the Republican challenger Bernard Epton an opportunity to run a series of racist attack ads telling people to vote for him "before it's too late." Even though Washington won the election, his time in office was marked by racially-charged battles with the City Council, in which a white bloc of 28 councilmen (with one additional token Latino) consistently voted against everything he tried to do, until a Federal court decision ruled that district lines had been intentionally drawn with the purpose of shutting out minorities.
- These ads were parodied in the Chris Rock film Head of State, in which he plays a guy who runs for President. The challenger runs an ad saying, "This is what will happen if Mays Gilliam [Chris Rock's character] is elected President," then showing the White House getting blown up.
- The really sad thing (revealed in an episode of This American Life) is that Epton was actually a fairly liberal Republican, certainly on race issues (he had been part of the civil rights marches and so on), and was extremely uncomfortable with the tone of his campaign. He was so not racist, in fact, that he apparently didn't catch that "before it's too late" was a dog-whistle phrase until it had already become the campaign's main slogan.
- In the 2005 Virginia gubernatorial election, the Republican candidate Jerry Kilgore ran an ad with a woman saying that Kilgore's opponent (Tim Kaine) wouldn't have favored giving Adolf Hitler the death penalty. As if that wasn't enough, the ad was released on Yom Kippur. It backfired, badly.
- The infamous "white hands" ad from Jesse Helms's successful 1990 U.S. Senate campaign, featuring a close-up shot of two (white) hands holding a letter and crumpling it as a narrator says "You needed that job, but they had to give it to a minority."
- This trope is Older than Television: in the early part of the 20th century corporations that employed child labor in factories and sweatshops campaigned mercilessly against laws prohibiting child labor, with such arguments as "If this law passes, Mr. Smith won't be able to pay Johnny to mow his lawn!"
- During Andrew Jackson's second term re-election in 1832, his opponents would invent stories about his actions as President to discourage voters. The funniest of these was the (completely fictional) story about Jackson kidnapping an American woman and sending her as a whore to the Russian Czar as a gift.
- Jackson attracted a lot of this sort of thing: the election of 1828 saw the issuing of the Coffin Handbills, which accused Jackson of murdering his own soldiers, random people in Nashville, and numerous Native Americans (on which, cf. his record as President). There's a reproduction of one of them here.◊
- There was an accusation that President John Adams had sent General Charles C. Pinckney to England to procure four women, two for each of them. Adams laughed off the accusation, declaring, "If this be true, General Pinckney has kept them all for himself and cheated me out of my two."
- Carly Fiorina's truly bizarre Demon Sheep Commercial, where she compares moderate Republican California Senate Primary rival Tom Campbell to a "Wolf In Sheep's Clothing" for his moderate fiscal policy. Fair enough, but the guy in a sheep costume with the glowing red Terminator eyes was probably a step too far. Fiorina would win the primary, but lose the main election.
- In one of the more infamous moments of the 2002 election season, Georgia Senator Saxby Chambliss ran an ad against contender Max Cleland - a Vietnam war veteran who'd lost three limbs to a grenade - questioning his dedication to national security... and framing his photo between Osama bin Laden and Saddam Hussein. He was called out by both Democrats and Republicans for the ad, but still won the election.
- The infamous "Aqua Buddha" ad from the 2010 Kentucky Senate election between Kentucky Attorney General Jack Conway and Tea Party Face of the Band Rand Paul. The most notable claim Conway puts forth in this ad against Paul is that Paul tied up a young woman and physically forced her to worship his supposed deity of choice, Aqua Buddha. Naturally, it backfired horribly, as when the election came round, Paul curb stomped Conway in the polls, with the ad being cited as one of the primary reasons why.
- One citation is that it makes you question Conway's sanity as his weirdness meter is obviously broken.
- Taliban Dan. Most glaringly his "Submit to me it's in the Bible" quote is the exact opposite when heard in context. It didn't work.
- To show that smear campaigns are Older Than They Think, Reason Magazine published this video showing real campaign smears against Thomas Jefferson and John Adams, but as modern day attack ads.
- The 2012 presidential campaign was one of the most negative — if not the most negative — campaign seasons ever. Setting aside the clusterfuck that was the Republican primary, Barack Obama did his damnedest to portray Mitt Romney as a tax-evading, job-destroying, plutocratic, oligarchic hypocrite, and Romney tried to counter by saying "You screwed up the economy." Alas, both resorted to Quote Mining and occasionally even willful misinterpretation of the other's statements, to a degree that enraged anyone in America with half a brain. Some specifics:
- Obama's video of Romney's off-key rendition of "America the Beautiful" while displaying news clippings of his numerous tax havens and the locations thereof; the juxtaposition of Romney singing "America, America, God shed..." with a beautifully blowing Swiss flag was particularly ingenious (and manipulative). The infuriating part for the Romney campaign? It's all more or less true (although the implication may not be).
- Romney made hay about Obama telling businesspeople that "they didn't build that", with "that" referring to their businesses. The Obama campaign would counter by saying that he was talking about the infrastructure necessary to build such a business (roads and bridges, public schools, the Internet[[labelnote:*]]Which we know Al Gore didn't invent, but which was originally a project for The Pentagon. The full quote even in context is rather ambiguous, and a case could be made on either side. He did talk about roads and bridges, among many other things, but much later in the quote, he also said the phrase, in full; "If you've got a business, you didn't build that. Somebody else made that happen." If he had immediately said "you didn't build those after mentioning roads and bridges, it would have been harder to quote mine.
- Which, despite the quote mining, inspired the Tag Line for the 2012 Republican Caucus ("We Built It").
- Which backfired on them when they also decided to put a version of the National Debt Clock in the convention hall...allowing creative photographers (aided by a bit of Photoshop) to Make their own◊ Take That at Republicans.
- Both sides eventually decided to dispense with pleasantries and go straight for the hyperbole. For example, this advert concerning the consequences of Mitt Romney closing a steel plant all but accuses Romney of giving this man's wife cancer, while another basically has Paul Ryan throw an old lady off of a cliff For the Evulz.
- This political advertisement for the 2010 Los Angeles City Council election is some strange mixture of gangsta rap, pole dancing and communist propaganda, all without telling you just who the hell its trying to get you to vote for.
- In the New York City 2013 mayoral election, Republican candidate Joe Lhota built his campaign on the theme that, should his Democratic rival Bill de Blasio get elected, he would undo all the work of Rudy Giuliani and Mike Bloomberg and return New York to the bad old days of The Big Rotten Apple. Given that de Blasio won by a margin so colossal that the proper term wouldn't be "landslide" so much as "pyroclastic flow", it's clear that Lhota failed.
- There was an infamous Swedish election in the immediate post-war era which had the Conservative party post slogans like. "A vote for the Social Democratic Worker's Party will lead to the destruction of liberty, the savagery of children and the annihilation of traditional values." Needless to say, the Social Democrats and their left allies crushed the Conservatives, and went on to stay in charge of the country until 1976.
- In Sweden's most recent general election, the anti-immigrant Sweden Democrats ran an ad showing crowds of Muslim women in burqas lining up to get welfare benefits while an elderly woman with a stroller was left high and dry. The ad played on the fears of the party's xenophobic base and swept the Sweden Democrats into parliament.
- The Weimar Republic election campaigns were practically built on this trope - from long-nosed money grubbing Jews to bloated and evil capitalists, everyone was doing it. In the case of anti-Nazi campaigns, it was even true.
- The Mexican elections of 2006 featured the conservative PAN saying "Vote for Andrés Manuel López Obrador, and his populist politics will bring Mexico to a new era of crisis, devaluation, unemployment, hunger, starvation, crime, and poverty!"; the liberal PRD eventually fired back, saying "Felipe Calderón is a corrupt bastard who plunged Mexico into crisis in 1994, giving later his brother-in-law a suspicious job!". However, since the Mexican people as of 2008 are still scared of economical crisis after three of them in 10 years (1982, 1985 and 1994), the PAN finally won, and Felipe Calderón is currently the president in office.
- The Russian presidential election of 1996 featured a TV ad portraying the Communist Party leader Gennady Zyuganov with a flute leading various food products into the sea. The implication was: "If the Communists win, they'll return the country to the times of product shortage." It was dropped in the second round, when it became clear that Yeltsin would win.
- The Chilean referendum of 1988 to determine if General Augusto Pinochet would continue in power featured televised periods in which both options, "Yes" or "No", could make their arguments. The "Yes" campaign featured many clips not only mocking the "No" campaign, but also demonizing the option itself, claiming that "A victory of the "No" option will mean the return of the Popular Unity (UP), and eventually a return to a crisis period". Despite this, the "No" option won, and none of this occurred.
- The New Zealand general election of 1975 featured a television advert (animated by Hanna-Barbera) by the right-wing National Party over the governing left-wing Labour Party's new compulsory superannuation scheme. It claimed that the money generated by the scheme would be enough to buy every business, then every farm, and then eventually the whole country. "And you know what that's called, don't you?" — cue Cossacks squat dancing across the screen. The thought of a communist state was enough to scare the country to vote Nationalnote , even though the ad was only shown twice on New Zealand television. The new government proceeded to cancel the superannuation scheme, a decision that has since been criticised as one of the worst economic decisions a New Zealand government ever made.
- The infamous Doberman 1996 campaign from the Spanish Socialist Party, which had been ruling for 14 straight years by then. To the point that, decades later, scare campaigns are still known in Spain as "Doberman Campaigns". It did work, somewhat- the Socialists recovered from a 15-point deficit and lost by barely 300,000 votes.
- Italy's 1948 general election set a record for hysteria and meddling due to the fact that it pitted the ruling centre-right Christian Democracy (DC) against the leftist Popular Democratic Front coalition composed of the Italian Communist Party (PCI) and Italian Socialist Party (PSI) at the height of the Cold War, coming only months after the Soviet-supported coup that brought the Czechoslovak Communist Party to power in Czechoslovakia. The USA not only donated about $1 million to DC and its allies, it had the CIA run letter-writing campaigns, make extensive shortwave radio broadcasts and publish material meant to scare the Italians about a potential PCI victory (Time magazine even pronounced Italy to be "on the brink of catastrophe" as the election campaign entered its last month), while the Soviets, not to be outdone, also threw money at PCI, the total sum being estimated to be $8-10 million by former CIA operative F. Mark Wyatt (who was extensively involved in the funding procedure and played a role in operation Gladio). Unsurprisingly, the DC's tactic during the campaign was to scare the shit out of the Italian electorate: their materials threw out ludicrously over-the-top accusations that if the Front won, Italy would be stricken by disaster, become a communist country where "children send their parents to jail", "children are owned by the state" and "people eat their own children". One of their posters played on the religious sentiment of voters by proclaiming that "In the secrecy of the polling booth, God sees you - Stalin doesn't!". The DC ultimately won the election by 48,5% of the vote to the Front's 31%, but even with the fanatical scare campaign atmosphere, the Front still managed to increase their number of seats in Parliament.
- Russia Today (RT), Russia's state-owned English-language news network, aired these kinds of commercials for its "Question More" campaign in 2010. One ad showed Barack Obama's face morphing into Mahmoud Ahmadinejad's while asking, "Who poses the greatest nuclear threat?" It's pretty clear what the desired effect of the ads were besides promoting the channel.
- These aren't always political per se—for instance, an ads Newsweek accusing PETA of terrorism. Incidentally, no information was given as to who was paying for the ad, namely the Center for Consumer Freedom, an anti-regulatory Astro Turf lobbying organization for the fast food, meat and tobacco industries. (Hm. So the Merchants of Death are real. Go figure.)
- Broadview (formerly Brinks) have run home security ads in which attractive young women are alone at home — suddenly a man breaks in, and as the alarm goes off the bolts, while on the phone is the reassuring voice of a Broadview representative. Subtext? If you don't have Broadview Home Security installed, you, or your wife, or your daughter will be raped.
- In a Saturday Night Live Parody Commercial of same, it showed a woman who men were constantly kicking down her door to rape - her boyfriend, her father, her grandfather, the spokesperson of the ad...
- Just about every Global Warming commercial ever. One involves children running while the floor cracks ending with a little girl hanging on to a tree as the floor crumbles below her. We won't even talk about the movies discussing this subject.
- Allstate's "I'm Mayhem" commercials, where each commercial has the same suit-wearing man (played by Dean "Johnny Gavin" "Dennis Duffy" Winters) claim to be something that'll either cause you to have an accident or directly damage your car. He then says that if you don't have Allstate insurance, you're pretty much screwed.
- A lot of car insurance commercials use similar tactics, though they're not always as comedic.
- As would seem natural, plenty of advertisements for firearms, ammo, self-defense courses and the like are centered around trying to scare you into buying their products. Most often showing pictures of ski-mask clad bandits attempting to break into a home or the steely-eyed homeowners going for or using whatever skill is being advertised.
- A related tactic is to talk up the the threat of new gun control laws to convince people to buy guns and ammo now, or donate to the National Rifle Association now, lest they be unable to do so later. It's been joked that the gun industry and the NRA secretly love the Democratic Party for this reason — whenever the Democrats look poised to take the House, the Senate, or the Presidency, they'll be facing a spike in sales and donations.
- This sort of thing goes way back. In 1920s Mexico, producers of beer successfully scared the population from drinking the traditional drink Pulque by claiming that it was produced using bags of animal and human feces (muñecas) to speed the fermentation process, while beer was "rigorously hygienic" and "modern". The accusation wasn't true (it may have once been true decades earlier in a few backwaters), but the damage was done: what was once Mexico's national tipple became nigh-universally shunned in the span of a few short years.