Michelle Malkin » Absolut arrogance and the advertising agency behind the reconquista ad; Update: Absolut’s mealy-mouthed response; Update: The Associated Press spins; The very latest 4/6: Absolut’s new, “genuine and sincere apology”

Absolut arrogance and the advertising agency behind the reconquista ad; Update: Absolut’s mealy-mouthed response; Update: The Associated Press spins; The very latest 4/6: Absolut’s new, “genuine and sincere apology”

By Michelle Malkin • April 4, 2008 05:35 AM

Scroll down for updates…Absolut’s blog response is here…more photoshops here…Weekend update: The Associated Press spins…4/6 A new, “genuine and sincere apology” from Absolut

You know what has been heartening the past two days as reaction to the Absolut Reconquista ad continues to pour in? The fact that so many of you still take our sovereignty seriously and are willing to give voice to your concerns without apologizing for it. I’m including a sample of e-mails below.

But first: The advertising firm that created the Absolut Reconquista ad is Teran/TBWA. Teran is based in Mexico City. The company’s website boasts a pretentious statement of philosophy advocating “disruption” as a “tool for change” and “agent of growth.” (Scroll your mouse over the little buttons in the upper-right margin.) The firm advocates “overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas that help create a larger share of the future.”

Translation: The company advocates overturning borders that get in the way of imagining new maps of North America that help Mexico create a larger share of the continent.

Reader S. wonders if this ad will be next in the Absolut map-drawing/ethnic supremacy/nation-erasing campaign:

Patrick Ishmael wonders how Sweden would like a taste of Absolut sovereignty-sabotaging.

The LA Times blog has a brief write-up about the ad controversy here:

The billboard and press campaign, created by advertising agency Teran\TBWA and now running in Mexico, is a colorful map depicting what the Americas might look like in an “Absolut” — i.e., perfect — world.

The U.S.-Mexico border lies where it was before the Mexican-American war of 1848 when California, as we now know it, was Mexican territory and known as Alta California.

Following the war, the Treaty of Guadalupe Hidalgo saw the Mexican territories of Alta California and Santa Fé de Nuevo México ceded to the United States to become modern-day California, Texas, New Mexico, Utah, Colorado and Arizona.

The campaign taps into the national pride of Mexicans, according to Favio Ucedo, creative director of leading Latino advertising agency Grupo Gallegos in the U.S.

Ucedo, who is from Argentina, said: “Mexicans talk about how the Americans stole their land, so this is their way of reclaiming it. It’s very relevant and the Mexicans will love the idea.”

Oops. Guess he didn’t get the liberal talking points manual: You’re supposed to deny that reconquista exists and label anyone who criticizes it and mentions just how pervasive it is as a racist. I’m sure he’ll be re-educated soon enough. Write on the chalkboard 500 times: Reconquista isn’t real. And mindlessly repeat what the National Council of La Raza (The Race) claims: Reconquista is just a “code word” invented by conservative “hate groups” who are just dreaming the whole thing up.

***

Reader Michael was one of countless e-mailers who contacted Absolut yesterday about the vodka maker’s obnoxious Reconquista ad campaign.

Here’s the response Michael received from Absolut press person Jeffrey Moran:

Your message

To: Moran, Jeffrey
Cc:
Subject: Offensive ad
Sent: Thu, 3 Apr 2008 15:18:30 -0400

was deleted without being read on Thu, 3 Apr 2008 16:28:51 -0400

Reader Larry P. phoned Moran and also got the brush-off:

Michelle -

I called Jeffrey Moran at the number you show, & was surprised that he was the one who answered the phone. I simply told him the Mexican ad was horrendous & that I would never buy any Absolut products & he should be fired. He said it wasn’t his idea, & hung up.

Larry Pitet
Sheridan, WY

Reader Pam also talked to Moran:

Dear Michelle:

I contacted Jeffrey Moran of Absolut. He was very rude.

I found out that the new owner of Absolut is Pernod Ricard, USA, and their headquarters is located at Purchase, N.Y. Phone number: 914-848-4800.

Jeffrey Moran, is not concerned about the insult to Americans with their Mexican ad. Maybe Pernod Ricard USA will be.

Sincerely,

Pam Barre

Reader V. e-mailed this message to Absolut:

Your map is just plain damn dumb. Apparently you and the market base you are pandering to is really, really short in the history department.

In July, 1848, the United States government purchased that portion of what is now Texas, save and except that part already given independence from Mexico (i.e. The Republic of Texas), all of what is now New Mexico, Arizona, Nevada, California, Utah, Wyoming and a part of Colorado for a total of $15MM in 1848 dollars, and the then existing Mexican debt (whatever that was).

If Absolut Vodka and your intended market base want to talk about re-purchasing all that land, PLUS IMPROVEMENTS AND SERVICES, in today’s dollars, I for one will talk to you about my half-acre in North Texas. The purchase price shall include all the improvements surrounding the property plus the cost of installation of all utilities and services to the property, and my specific property’s fair reimbursement of the costs of illegal alien benefits from city, county, state and federal services.

Poor babies: You have lost more market share that you could ever have hoped to gain.

Reader M.C.:

Mr. Moran,

Absolut has every right to produce such an ad. I hope you are crystal clear that your customers have every right to condemn it.

I make the best Bloody Mary you will every drink, and from here on refuse to use Absolut.

This is a despicable ad.

Reader Matt, a bar owner in California, e-mailed several Absolut execs in Sweden:

Absolut -

I run a bar in Pt. Richmond, California – where the Kaiser Liberty Ships were built during WWII. After seeing your ad Campaign where you show a western map of the United States in which California is part of Mexico again, I’ve decided to do the following…

1) Never carry Absolut. Ever.
2) Lower the price of Ketel One vodka to $2 a shot indefinitely to build loyalty.
3) Print a copy of your ad and put it above the Ketel One drink special.
4) Tell all my friends and family what Absolut thinks of the United States of America and our right to enforce border laws.

I am on the front line of illegal immigration and its effects. Where are you? Oh yes, Sweden.
Good riddance.

Sincerely,

Matthew Rogers
Pt. Richmond, Ca.

Reader Dev wrote:

Dear Mr. Moran–

I didn’t know Absolut could give a person that big a buzz to commit such poor judgment. I’ve got to give your company’s brand a try.

I suppose in Germany, your company is running the “Deutschland, uber alles” ad campaign — with a map showing all of Europe and Russia under the swastika moniker of the Third Reich. If your company moves quickly, I think it can hire the open car racing president for the TV ad part of the campaign–I understand he and his “associates” already have the necessary uniforms for the role. (They apparently also have some camera equipment for further cost efficiency.)

Keep up the good work–I love the theme, and I’m sure it will be a real winner.

And reader Paul:

Your company’s illustration of Mexico occupying a large part of the western United States is reprehensible for myriad reasons. Not only is it an anachronistic and ersatz view of geography, it also unnecessarily inflames American/Mexican tensions. I understand that marketing is to be provocative, but when it can be used as propaganda for certain people/nations it has crossed the line into the political realm and is, therefore, inappropriate.

It is my hope that this sophomoric and insulting ad is suspended immediately.

Most sincerely,
Paul D. Hergert

***

Update: Absolut responds with embrace-diversity talking points…

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

***

Update: The Associated Press was forced to cover the story. I’m not sure why they headline it as Absolut “apologizing.” (It was one of those “sorry if we offended” non-apologies. Also note the AP’s spinning of reconquista ideology as “fringe.” Yeah, it’s so “fringe” that a global corporation incorporated it in a major ad campaign:

The Absolut vodka company apologized Saturday for an ad campaign depicting the southwestern U.S. as part of Mexico amid angry calls for a boycott by U.S. consumers.

The campaign, which promotes ideal scenarios under the slogan “In an Absolut World,” showed a 1830s-era map when Mexico included California, Texas and other southwestern states. Mexico still resents losing that territory in the 1848 Mexican-American War and the fight for Texas independence.

But the ads, which ran only in Mexico and have since ended, were less than ideal for Americans undergoing a border buildup and embroiled in an emotional debate over illegal immigration from their southern neighbor.

More than a dozen calls to boycott Absolut were posted on michellemalkin.com, a Web site operated by conservative columnist Michelle Malkin. The ads sparked heated comment on a half-dozen other Internet sites and blogs.

“In no way was it 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,” Absolut said in a statement left on its consumer inquiry phone line.
Some fringe U.S. groups also claim the land is rightfully part of Mexico, while extreme immigration foes argue parts of the U.S. already are being overtaken by Mexico.

At least we know the AP is reading your comments:

“In an Absolut world, a company that produces vodka fires its entire marketing department in a desperate attempt to win back enraged North American customers after a disastrous ad campaign backfires,” a person using the moniker “SalsaNChips” wrote on Malkin’s Web site.

Update: Absolut tries again. I think they are starting to get it:

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

Posted in: Reconquista

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#281034

On April 7th, 2008 at 11:39 am, Teddy Kennedy said:

Errah, I no longer will be drinking Absolut Vodka and have taken this nearly empty bottle out of my desk draw and have instructed my staff to dispose of all the cases in my Senate Office store room. I have sent a stern letter to Mr. Moron registering my complaint. Errah.
#281040

On April 7th, 2008 at 11:42 am, Barry F. said:

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…

“Several”? They “received several comments”? Nothing like understating it to try and save a little face, huh?

Adjusting their “approval process” indeed.
#281042

On April 7th, 2008 at 11:50 am, Barry F. said:

The “apology” would have carried a lot more weight with me, if they had just been more forthright about it, like…

Sorry. We fu**ed up. Our advertising department, obviously, suffered from a bout of cranial-rectal inversion.

We will try to keep our heads where they belong and remind ourselves that not everyone believes as we do.

As an aside, we are requiring all person in our advertising/marketing divisions to undergo immediate education on just how the Western portion of the United States came to exist under your sovereign nation.

This is a genuine and sincere apology,

By Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits
#281051

On April 7th, 2008 at 12:05 pm, Thomas said:

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.

This is a genuine and sincere apology,

Bull S**t.

Will they also make an ad for Absolut that only runs in White supremacist publications where the ad “invites consumers to visualize a world that appeals to them” … by depicting all prominent black politicians and celebrities hanging from trees?

I think not.

This is offensive and their ’sincere apology’ is ABSOLUT BS.
#281056

On April 7th, 2008 at 12:17 pm, FloatingRock said:

I wrote above that I thought the new apology sounded sincere enough, (which isn’t to say it actually was), but as others have pointed out it still falls short. The ad didn’t offend “several persons”, it offended the United States of America. If Absolut’s apology had been addressed to the U.S.A. I would feel better, but Absolut’s offense was severe enough that I have doubts an apology alone will suffice.

As others who know more about advertising than myself have pointed out, this ad was probably a long time in the making. Even if the ad creation process took place primarily in Mexico, Absolut still must have given the final approval, and if not, it’s due to their own lack of oversight and mismanagement. The statement that they didn’t “mean” for the ad to do all of the things it actually did sounds disingenuous in light of the truth, the ad itself.

Sometimes an apology just isn’t enough. If a murderer apologizes to the victim’s family during trial, should the family befriend the murderer? If Hitler had been captured alive and apologized for the Holocaust, should people have let him go free, and should they have made a point to enrich him by buying Hitler brand bratwurst sausage at their local supermarket as a sign of forgiveness? (I’m not trying to suggest that there is the least bit of moral equivalence between a murderer or Hitler and Absolut, I am only using extreme examples for the sake of clarity to illustrate my point.)

If Absolut has any hope of winning back my business in my lifetime they should consider releasing a new add with a similar map, only in this one there should be a fence between the US and Mexico. Big busses full of illegal aliens should be seen headed south to the border and all the states of Mexico should be labeled as US territories. Then I’ll consider Absolut absolved. Otherwise, as somebody who prefers vodka, there are plenty of other brands on the shelf to choose from.
#281059

On April 7th, 2008 at 12:19 pm, jbirish said:

Hey, let’s make a deal!

We’ll give back Washington, Oregon and California to Mexico if they will agree to build the fence. Most of us avoid having to enter these states anyway.

In an Absolut world these three states would not be a part of the U.S.
#281063

On April 7th, 2008 at 12:25 pm, Razor said:

This is a genuine and sincere apology,

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

Uh-huh… Nice try, if you had said whoops we screwed up and withdrawn the ad when the stuff first hit the fan I might have accepted your apology as sincere. But as it is it’s too little, too late.

Just say no to Absolute!
#281064

On April 7th, 2008 at 12:27 pm, behiker said:

Think about it, this would not be an Absolut world for the Mexicans. If they did indeed reclaim that part of the country, it would no longer be a part of the US, therefore, they would have to depend on their own government to take care of them. No, they don’t want that. It would soon be the same as the 3rd world country they currently have.
#281075

On April 7th, 2008 at 12:39 pm, Schweggie said:

I think they probably have learned their lesson, at least for now, but I agree, the offended “several persons” bit is a joke. They just want to poke us in the eye as they’re taking down the ad. Whatever.
#281097

On April 7th, 2008 at 12:59 pm, Rinoalert said:

Check these out from The People’s Cube.
#281099

On April 7th, 2008 at 12:59 pm, RobM1981 said:

I have a new idea for an ad, talking about how much of their Vodka we’ll be drinking:

Absolut Zero
#281101

On April 7th, 2008 at 1:00 pm, Jim M. said:

This is about to get very interesting. Perond Ricard paid over $3 billion to acquire Absolut from the Kingdom of Sweden. This ad campaign was launched prior to the acquisition date of March 31, 2008.

Press release – Paris, 31 March 2008

Pernod Ricard is pleased to announce the signing of a contract with the Kingdom of Sweden for the acquisition of 100% of the shares of the Vin & Sprit Group (“V&S”), the owner of Absolut vodka. The acquisition does not include V&S’ 10% interest in Beam Global Spirits & Wine, Inc.
This acquisition represents an outstanding opportunity for Pernod Ricard and will result in the Group becoming co-leader in the global wine & spirits industry.

Absolut: a unique asset which perfectly complements Pernod Ricard’s portfolio of premium brands

Absolut is the number 1 premium vodka brand worldwide with around 11 million 9 litre cases sold in 2007 and is an iconic brand whose influence goes far beyond the wine & spirits universe. It is one of only four international spirits brands in the world which sells more than 10 million cases a year and has a specially attractive growth profile (+9% volume growth in 2007).

In the United States, Absolut is the top premium spirits brand, selling more than 5 million 9 litre cases. It has a unique brand image built around values of creativity, innovation and cultural leadership.

In the rest of the world, with close to 6 million cases sold in 2007, Absolut is one of the most global brands in the industry with a significant presence in all the continents and a strong perception as a leader in the premium vodka category.

Absolut fits perfectly with Pernod Ricard’s strategy and further enhances the strength of our premium brands portfolio, complementing Chivas, Ballantine’s, The Glenlivet, Jameson, Martell, Beefeater, Ricard, Malibu, Kahlua, Havana Club, Mumm, Perrier-Joüet, Jacob’s Creek and Montana.

The acquisition of V&S also provides Pernod Ricard with a leading position in the Nordic wine & spirits market through its portfolio of local brands. In addition, V&S also brings other attractive opportunities, notably Cruzan rum, a dynamic brand in the United States (circa 600,000 cases sold in 2007 up +27%) and Level, the number 4 brand in the super-premium vodka category in the United States.

US sales account for almost one half of all Absolut sales worldwide. The purchase price paid reflected an anticipated growth rate based on the 2007 figures of 9%.

In any acquisition agreement, there is generally a “material adverse change” clause pursuant to which the seller warrants that there are no undisclosed issues prior to the date of the acquisition that will materially impact the financial profile of the acquired company. In the event the geniuses at Absolut who rolled out the ad campaign are seen to have harmed the brand and its corresponsing sales, we may see some serious litigation against the Kingdom of Sweden based on a breach of warranty.

Companies spend years building up good will in their brands. Branding is seen as adding substantive value to a product or line. In short, with a well established brand, any negative press can destroy years of work overnight. The business landscape is littered with examples of negative press wiping out brand value.

This is going to get very interesting in the near future on the business side. And because this ad program ran so close to the acquisition date, there is room for arguing that it was intentionally pursued to perhaps stop the acquisition from taking place. To run a campaign that will alienate a market for 50% or your worldwide sales is grossly negligent in the very least, and quite possibly has the basis for a claim of willful misconduct. Such facts generally serve as the impetus for punitive damages over and above actual damages.

My advice to the Kingdom of Sweden – don’t spend your $3 billion just yet.
#281109

On April 7th, 2008 at 1:13 pm, shooter said:

On April 4th, 2008 at 9:41 pm, DaMav said:

Well said, and correct.
I wonder how much of this was the outgoing owners making a political point at the expense of new ownership?
Hope the new owners have a loop hole in their hold harmless agreement.
#281111

On April 7th, 2008 at 1:13 pm, shooter said:

Oh, and boycott absolut.
#281173

On April 7th, 2008 at 2:22 pm, mom2jack said:

We’ll give back Washington, Oregon and California to Mexico if they will agree to build the fence.

Please no. I’m an Oregonian and I no espeaka Espanol. Don’t give ALL of us away just yet.
#281199

On April 7th, 2008 at 2:58 pm, malkin_fan said:

The Swedes think the add is funny:

http://www.thelocal.se/popups/poll.php
#281203

On April 7th, 2008 at 2:59 pm, FloatingRock said:

We’ll give back Washington, Oregon and California to Mexico if they will agree to build the fence.

Forget that, Mexico should have to fight for it, and if they lose we take Mexico as recompense.
#281214

On April 7th, 2008 at 3:16 pm, Jim M. said:

Rhe Swedes have some sense of humor. They thought it was hilarious when they collaborated with the Nazi’s in WWII while under Allied protection, supplying the Nazi war machine with most if the iron ore it needed for its military and serving as the repository for more stolen gold and diamonds than any other country. Hell, even the Swedish Red Cross got into the act by helping Hitler’s top command smuggle stolen art out of the war theater and into Sweden.

Funny bunch of people.
#281219

On April 7th, 2008 at 3:19 pm, Jim M. said:

Speaking of the Swedish press, it looks like the intrepid Moran spins a different tune to for quotes in the Swedish Press:

“This ad certainly has nothing to do with immigration issue or anti-Mexican sentiment. It’s based on a historical perspective on what Mexico once was. That’s all,” he said.
#281224

On April 7th, 2008 at 3:25 pm, PRCalDude said:

65 trackbacks and counting. This is a definite PR disaster, whether or not the MSM decides to cover it.
#281251

On April 7th, 2008 at 4:06 pm, rooster said:

Amazing that it’s not a story on any network here in the grand ole USA.

I guess that means democrat, republican and msm are all on the same sheet of music when it comes to selling out our soveirgnty.

Deport Congress, all 535 of those parasites!
#281278

On April 7th, 2008 at 4:34 pm, DaMav said:

Here’s the response from my letter to Pernod’s Corporate Communications:

Dear Mr. xxxxxxxxx:

Thank you for contacting us regarding the Absolut ad from Mexico. Pernod Ricard is not yet the owner of Absolut and has no involvement in the management of the brand. The acquisition is expected to close this summer.

Nevertheless, we understand that this advertisement has caused offense and we have passed your comments on to V&S, the Swedish owner of Absolut. They have informed us that the ad in question was withdrawn on April 4 and will not be used again.

Please rest assured that your comments are valuable to us, and that we have taken note of them. Pernod Ricard has a strict internal code of ethics which all our advertisements are checked against.

As soon as Pernod Ricard becomes responsible for Absolut, we will integrate its advertising into our approval system.

Corporate Communications

Pernod Ricard USA
#281284

On April 7th, 2008 at 4:40 pm, Hercules said:

‘Several Persons’?

Do these people understand how LARGE the U.S. is?

I believe the apology was sincere but these people are in La La Land.

Oh, yeah, they’re French.

( I know, Pernod got blind-sided on this)

No matter who owned the company this was a stupid campaign. Why not the Greater Reich campaign, The Occupied France campaign, the Conquistadors campaign, the Austro-Hungarian campaign ( guaranteed to Pi$$ of lots of countries ). Why not just close up shop?
#281298

On April 7th, 2008 at 5:00 pm, Jim M. said:

Well, it looks like their marketing program was effective for their target audience.

Some comments from the Absolut website (second blog under the apology):

Quote:
4/7/2008, 9:50 PM – “Americans….Americans
That is why the REST OF THE WORLD HATES YOU!!!!
I dare anyone, anyone to go to any country ( no NATO countries), and scream ‘I’m American and very proud’….you will get killed or at least insulted in .0001 secs.
There is not other country more hated than USA.
I would love to see the collapse of your country ( well, actually it just started…its only matter of time )…USA is the next Balkans….
Best of luck”
by Viva Mexico

4/7/2008, 10:12 PM – Quote this comment
Quote:
4/7/2008, 9:50 PM – “Americans….Americans
That is why the REST OF THE WORLD HATES YOU!!!!
I dare anyone, anyone to go to any country ( no NATO countries), and scream ‘I’m American and very proud’….you will get killed or at least insulted in .0001 secs.
There is not other country more hated than USA.
I would love to see the collapse of your country ( well, actually it just started…its only matter of time )…USA is the next Balkans….
Best of luck”
by Viva Mexico

I couldn’t say it better…
Now, lets have a Corona

by Pinnoit Noir

4/7/2008, 8:47 PM – Quote this comment
I live in NYC ( I work for Chase and I’m making a job that an american is not capable to do, because the lack of education), and I’ll drink ABSOLUT the rest of my life.
One day we will get back our territory…that you ^%#%# took from us.

by Viva Mexico

4/7/2008, 8:22 PM – Quote this comment
This ad was great. It was placed in a country that it was meant for. The ad wonderful depicted what an “absolute world” would have been for the people pf Mexico. Those who scream and claim racism, anti – American, and other ignorance should take time and look at what ads the US does in relation to other countries. There have been many ads in the US that poke fun at other cultures and nations in the name of a product. I don’ hear other countries crying and whining as they are here. I don’t feel that this company should have to apologize for making an ad that was wonderful in thought and wit. It was meant for the people of Mexico and those who may feel the same in thought. Those causing a stir should check there egos and American narcissism and only the ad to be enjoyed by those who want to. Thank you Absolute for an ad that I can share with others and enjoy seeing for once.

by Rodrigo

While it appears that Absolut has removed many of the comments posted critical of the ad, these comments are still alive and well.

Mexico currently accounts for about 3% of Absolut sales worldwide. They must have plans to boost that number significantly to offset the loss in US revenue (about 50% of worldwide sales).

Personally, I will not do business with any establishment that carries Absolut on its shelves.
#281316

On April 7th, 2008 at 5:26 pm, Fasternu 426 said:

Stoli drinker…

Absolute is warm kidney filtered and stored in a bladder until bottled.

Remember Goliad! Remember the Alamo!

We defeated the Mexican Army in 18 minutes at San Jacinto. They aren’t getting Texas back! Come and Take it!
#281413

On April 7th, 2008 at 9:19 pm, Mixer14 said:

I also received a response from Pernod-Ricard

Dear xxxxxxx:

Thank you for contacting us regarding the Absolut ad from Mexico. Pernod Ricard is not yet the owner of Absolut and has no involvement in the management of the brand. The acquisition is expected to close this summer.

Nevertheless, we understand that this advertisement has caused offense and we have passed your comments on to V&S, the Swedish owner of Absolut. They have informed us that the ad in question was withdrawn on April 4 and will not be used again.

Please rest assured that your comments are valuable to us, and that we have taken note of them. Pernod Ricard has a strict internal code of ethics which all our advertisements are checked against.

As soon as Pernod Ricard becomes responsible for Absolut, we will integrate its advertising into our approval system.

Corporate Communications

Pernod Ricard USA

Same response as received by DaMav. Can anyone say Damage Control?
#281414

On April 7th, 2008 at 9:20 pm, F15mech said:

#265 Well, it looks like their marketing program was effective for their target audience.

Yes it does look to be effective for their target audience.

I am not in marketing, but something tells me that risking pissing off people that buy 50% of your product, when you try to increase the sales in a 3% area is not a good idea.

But then again I never took marketing 101.
#281419

On April 7th, 2008 at 9:36 pm, F15mech said:

#267 Same response as received by DaMav. Can anyone say Damage Control?

Actually that is just the facts.

Pernod Ricard has nothing to do with this ad. It was V&S that commissioned it/approved it etc.

As an employee of a small company that was recently bought by a very large company…decisions like ad campaigns do not take place in a week. Heck Pernod Ricard has not yet even taken ownership yet.

Roughly 5 months was how long it took with my company, and we are still not finished.

It took about 2 1/2 months before the purchasing company issued my first paycheck.

Pernod Ricard had nothing to do with this, and as others have pointed out they will be watching the sales very closely for the next few months.
#281426

On April 7th, 2008 at 10:15 pm, Mixer14 said:

F15mech said:

Actually that is just the facts.
-snip-
Pernod Ricard had nothing to do with this, and as others have pointed out they will be watching the sales very closely for the next few months

True. This didn’t happen on their watch. But they did buy the company and even if it takes them a year to get things settled, they’ve go to know they will soon own and be resposible for the cleanup of this mess.

I hope they have the good sense to clean house.
#281433

On April 7th, 2008 at 10:50 pm, DaMav said:

I would call Pernod’s response the “Pontius Pilate” approach. For public consumption it makes sense for them to respond in this way.

But I’d love to have been a fly on the wall when they “passed your comments on to V&S, the Swedish owner of Absolut”. Pernod just bought a major brand; I’m sure they weren’t happy to see it taking damage in its #1 market. I wouldn’t be surprised if there are a few marketing folks at Absolut dusting off the old resumes on this one, although we will probably never hear about it.
#281466

On April 8th, 2008 at 12:22 am, AmericaFirst said:

Dear Paula,

Apology NOT accepted. I will never purchase Absolut for my home or while out with friends. Your company’s non-believable apology is eye rolling pathetic. You intentionally flame hatred between two North American nations with your mood altering chemicals and suggestive advertisement. Absolut is typical of an irrelevant European socialist nation.
#281493

On April 8th, 2008 at 5:17 am, graysonret said:

Thought I would pass this along, that Peter Lynch, the veteran that tore down the Mexican flag at UNM was sentenced. It’s okay to tear apart the U.S. flag (free speech) but not okay to tear apart a Mexican flag (racist):

http://snorphty.blogspot.com/