Does Absolut ad campaign designed for Mexico seek reduced market share in the US?

Posted on April 7th, 2008 by Kay B. Day

Absolut “In an Absolut world” advertisements are based on the company’s ‘Visionaries’ campaign, but a recent ad doesn’t quite fit my definition of ‘visionary,’ at least if you’re looking forward rather than backward. A description on the Absolut website says the campaign embodies “Bold ideas that can only happen ‘In An ABSOLUT World’.” Advertisements were created through a series of collaborations between ABSOLUT and some of the world’s “leading creative lights” in which the brand realizes their visions. Kanye West and editors from treehugger.com are among those “visionaries.” The vision got a little skewed, however, in an ad aimed at Mexican consumers.

Ad agency Teran/TBWA came up with a graphically attractive map of North America. Problem is the boundary between the US and Mexico is drawn the way it was before 1848. California and several other states were figuratively ceded to Mexico by Absolut. Blogs ran stories about the ad; commenters weighed in with threats to boycott the vodka. That’s the kindest thing they threatened. The L.A. Times claims Absolut is apologizing via an announcement on the consumer call line. The Web is aflame and it’s all, in this observer’s opinion, great entertainment. The marketing people at Grey Goose vodka have to be laughing all the way to the board room. Talk about a competitor’s dream.

While many of us broadminded types can appreciate the irony in such an ad, the political fallout is unfortunate. Mexico and the United States need a good working relationship for more reasons than space permits here. Immigration is a touchy subject in the United States right now among constituents of both political parties and in Mexico as well. Mexico has its own problems with immigration from south of its own border. Our countries are neighbors, and ours is a relationship that should be cultivated for the benefit of both. An advertising message rekindling a conflict fought and concluded more than a century and a half ago begs the question of what the designer hoped to accomplish. Would a company willingly increase sales in one market yet decrease them in another? Would a company in its right corporate mind attempt to interject its corporate entity into a political fracas?

Ironically the company based in Sweden added what may have been intended as an explanation on the corporate site. Rather than a conciliatory tone, Paula Eriksson, VP Corporate Communications, wrote, “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…Instead, it hearkens to a time which the population of Mexico may feel was more ideal.”

I personally have no idea how much experience this VP has, but her long-range vision is extremely short-sighted. Why a company would even venture to address this political issue is anyone’s guess. More than 1,400 comments are posted at the company blog. Many of those who commented are extremely creative in the use of language and I found no well-wishers among them.

Whatever the case, consumers north of the border appear to be extremely upset. One person commenting at a conservative blog wrote, “Just poured a bottle of Absolut Citron down the sink.” Others may soon follow. Personally, I go for Grey Goose anyway. And like many Americans, I also enjoy Jose Cuervo tequila. Sweden will likely be the loser in this kerfuffle, and perhaps a certain corporate VP who could possibly use some sensitivity training. Not to mention common sense. Unless, that is, the intent is to decrease market share. In that case, Ms. Eriksson will likely achieve her goal.

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