Anyone see any response from Absolut yet?
This appeared at the Absolut website:
The In An Absolut World advertising campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic. As such, the campaign will elicit varying opinions and points of view. We have a variety of executions running in countries worldwide, and each is germane to that country and that population.
This particular ad, which ran in Mexico, was based upon historical perspectives and was created with a Mexican sensibility. In no way was this meant to offend or disparage, nor does it advocate an altering of borders, nor does it lend support to any anti-American sentiment, nor does it reflect immigration issues. Instead, it hearkens to a time which the population of Mexico may feel was more ideal.
As a global company, we recognize that people in different parts of the world may lend different perspectives or interpret our ads in a different way than was intended in that market. Obviously, this ad was run in Mexico, and not the US that ad might have been very different.
By Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits
And my response, also at the Absolut website . . . one among hundreds in a similar vein:
Ms. Eriksson, your belated attempt at damage control falls flat - referring to "historical perspectives" and "Mexican sensibility" cannot cover up the FACT that your ad campaign is blatantly offensive and fairly dripping with racism.
Imagine a company with a large Israeli market ran a campaign in Saudi Arabia in which a map showed the area south of Lebanon as "Greater Palestine" - would you try to excuse it by saying it was "germane to that country" and still expect your Israeli market to thrive?
If your Japanese ad campaign included a map that showed China, New Guinea, the Philippines, Burma, and most of the Pacific islands as the "Greater East Asia Co -Prosperity Sphere" (look it up if you haven't heard of it!), would you try to explain this away as being "based on historical perspectives" and expect to keep sales in Beijing, Manila, etc.?
No, Ms. Ericksson, your explanation is nothing more than an insincere effort at "spin control" which simply doesn't ring true.
For one thing . . . IT DOESN'T EVEN INCLUDE AN APOLOGY!!!
Fortunately, ABSOLUT products are not unique in the market, you have PLENTY of competitors for your products . . . THEY will now be getting the benefits of your ad campaign.
