Videos on social media are circulating showing some Latinos rejecting or turning away from American products in response to mass deportations taking place around the country. One video shows a family about to have dinner together when a young man emphatically tells his mother “how could you do that when Coca-Cola is turning its back on Mexicans.

Coca-Cola faces a growing TikTok-fueled boycott over unverified claims it fired Latino workers and reported them to ICE, with the company remaining silent.

Coca-Cola found itself caught again amid an intense backlash, primarily driven by an online boycott campaign fueled by recent immigration reforms introduced by President Donald Trump. This movement, largely promoted by Latino activists and individuals on TikTok,