Absolut Ad Pulled

The makers of Absolut Vodka, whether they be the soon-to-be-owners (French) or the soon-to-not-be-owners (Swedish), pulled the very offensive ad showing a map of pre-Mexican War borders with the title, In An Absolut World. This was done in no small part due to the outrage expressed in blogs across the country.

One complaint worth noting likened the Mexican ad to a supposed German ad campaign called "Deutschland Uber Alles", in which there would be "a map showing all of Europe and Russia under the swastika moniker of the Third Reich."

Here is the latest apology (there were two):

[We apologize

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 The ad has been withdrawn as of Friday April 4th and will not be used in the future.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.

This is a genuine and sincere apology,

By Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits]

Please note that last sentence about it being a genuine and sincere apology. It needed to be said after the first one. See it below:

[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]

Well, I can see why this one didn't work. It helps to apologize in an apology.