You might not care to hear about this, but Daniel Borrego, a 27-year-old Mexican this week was crowned the first-ever X-box 360 Pac-Man World Champion.

The Pachuca, Hidalgo native beat nine other finalists during a tournament held Tuesday in New York City. Competing in a final round, Borrego scored 222,160 points vs. 177,730 of Austrian gamer Robert Glashuettner.

The prize? a one-of-a-kind Pac-Man-inspired Xbox 360, with which he can keep improving his gaming skills.

Well, what else can you wish for when living in the Bella Airosa?

And speaking of dull beauty … the girls from Rebelde yesterday announced the launch of their Barbie-like dolls.

Thanks to Mattel Inc. and Grupo Televisa, the “teens” featured in Rebelde and RBD (the novela and music ensamble) will now be immortalized in the form of three Barbie dolls: Mia, Roberta and Lupita, each dressed in their signature school uniform consisting of a blazer, a tie and a not-very-long denim skirt.

But don’t be fooled by the frivolous image of the ladies. During a brief press conference yesterday in Mexico City, Anaí told attendees the dolls by no means try to portray a specific image of how a girl should look like.

“What really matters is what’s inside,” she said.

Yeah, right!

Marketers are a funny bunch.

In their relentless quest for pushing their brands among consumers, they commission studies, embrace research and conduct opinion polls seeking to find the “ultimate” consumer insight. And nowhere is this more evident –and ridiculous– than in Hispanic marketing.

Take the latest effort by Coor’s. It turns out, says the beer maker, Hispanics beer drinkers value “cold” much more than any other consumer group. The reason? “The majority of Latinos come from countries or were born in areas of the U.S. with warmer temperatures and longer summers,” said the company in a press release.

So, armed with such precious knowledge, Coor’s this week announced the launch of its “cold-activated label” which helps “ensure that every Coors Light bottle provides the cold refreshment that Hispanic consumers crave.” The label features mountains in a Thermochromatic ink that turn blue when the beer has been chilled to about 42 degrees Fahrenheit or lower for ice cold refreshment.

I come from a place that makes some of the world’s best beer, so I only have one thing to say: wouldn’t it be better for Coor’s to focus on making a better product? Leave the chilling-to-perfection task up to us!

Mexicans tell an average of four lies each day.

That is, in a nutshell, the conclusion of the most recent public opinion poll by Consulta Mitofsky, one of Mexico’s most prominent poll and research companies. The study, aptly named “La mentira cotidiana: una aceptada costumbre” (Our Daily Lie: An Accepted Custom) concludes Mexican men lie 4.2 times each day, while women “only” lie three times each day.

The reason? both men and women said they lie out of “dire need,” “to avoid problems,” or simply “for fun.” Of those who acknowledged telling lies, almost 62% said they lie to their friends; 34.9% to their partners; 33.1% to their colleagues; 24.3% to their bosses and 23.8% to their parents.

The survey, which took place in late January among 1,000 Mexican adults, has a margin of error of 1.8% … but what Mitofsky doesn’t say is: were they telling the truth?