An Absolut-ly Weak Response to an Absolut-ly Offensive Ad …Update: Another Apology!
Absolut Vodka was reaching out to the La Raza drinkers with this ad release in Mexico this week. After this news broke and the uproar that followed Absolut apologized… sort of… Well, not really.
See for yourself:
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
In other words- Absolut is telling you to get over it.
It wasn’t really an apology.
Would they so readily tell their other markets to get over it after offending them?
This was suggested as a possible ad campaign for Absolut in Europe:
OK, Maybe this is a cheap shot but you get the point.
Absolut is not winning hearts and minds with their Aztlan ad or their apology.
Count me as still absolut-ly offended.
Posted Sunday, April 06, 2008, 7:38:29 PM
During the weekend we have received several comments on the ad published in Mexico. We acknowledge the reactions and debate and want to apologize for the concerns this ad caused. We are truly sorry and understand that the ad has offended several persons. This was not our intention. The ad has been withdrawn as of Friday April 4th and will not be used in the future.
In no way was the ad meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues.
To ensure that we avoid future similar mistakes, we are adjusting our internal advertising approval process for ads that are developed in local markets.
Apparently, the customers were sober enough to realize that the first apology was not really an apology.