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”
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 TeranTBWA 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 -0400was 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 PMDuring 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
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Categories: Reconquista
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What is not clear to me is which company first ran the ad. If the new French owners inherited the ad or if it was their first go at advertising? Ads take time to produce and I have trouble believing the new owners came up with this in 3 days. Did the new owners even know about the ad?
I have insufficient data to assume the new owners are at fault for this outrage.
Michelle,
Can you verify who is actually responsible for this ad? It would be a shame for us to boycott a product on the basis of incomplete/wrong information.
The new apology is much more convincing than the original; this phrase in particular:
In the original, most of this phrase was in the form of a denial, stating a list of things the ad didn’t do. Now it’s a list of things they didn’t intend for the ad to do, which may have been what they tried and failed to express the first time.
On first look it sounds like a sincere enough apology to me.
Coming from the marketing and advertising industry, this ad was probably conceived months ahead of time. Advertising space typically requires advance booking as well (up to a year in certain markets) — that includes both print and billboard. To solely blame the new company who just acquired them in March 2008 is probably jumping to conclusions a bit too quickly.
This is a tough call. The new company inherited the campaign.
However, in an M&A situation, there’s due diligence, and marketing and business plans are typically part of the negotiations. If the new company was “unaware” of the advertising campaign, I’d have a really hard time swallowing that excuse.
Hi. I sent this to the Contact Us pade at Pernod Ricard.
#203–I totally agree.
From a marketing standpoint (what I do when I’m not blogging) these campaigns take months to deploy–from concept and target market analysis (I won’t bore you with the details) to message/branding/advertising.
Perhaps before the Internet marketing campaigns like this could happen without much scrutiny. Now, however, companies must consider the effect such a marketing strategy might have on their other markets–any campaign should at the very least appeal to the broadest possible segment without remotely offending any other consumers.
Whoever greenlit this campaign will have some explaining to do come Monday morning.
More than explaining tomorrow morning, I suspect some will be updating their resumes as well.
“We are truly sorry and understand that the ad has offended several persons”
Wow! To Absolut I guess 300 million is several.
blockquote>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.
It was not their intention to offend or disparage? What they are actually saying is that, since they ran the ad only in Mexico, they never thought the gringos would ever see it. The very fact that they ran this only in Mexico speaks volumes as to their intent – they knew it would indeed offend people in the US, which is why they limited the distribution of the ad.
It was indeed their intention to pander to Mexican reconquista sentiment in order to build loyalty to the brand South of the border. In producing such an ad, they are fully aware of the tensions that exist on both sides of the border, and chose to inflame those sentiments on the Mexican side in the interest of profits.
Their “genuine” apology is anything but – it is disingenuous in both word and content. The truth here is they never thought they would get caught by limiting the ad to Mexico.
If Absolut thinks so much of the Mexican market that it is willing to throw the US under the bus, that is their choice. And it is our choice here in the US to boycott Absolut and to spend our dollars elsewhere.
After all the eloquent, witty and sarcastic comments regarding this issue, I’m honored that the AP chose to quote me!
Danish vodka for me only, please
WTG SalsaNChips!
Absolut and Geraldino have the same slogan:
Here’s spit in your eye!
Thats better.
Credit where credit is due.
Alright SalsaNChips!
I read some of the comments over at the Absolut blog. Unfortunately, many, many, many of them were arguments back and forth between commenters that ended up not being related to the topic at all. Not as many were actually fresh comments relating to feelings about the ad. So the “number” of comments cited is regretably misleading. I believe this is because–as Michelle pointed out–the media refused to pick up this story and run with it. I was getting all my news and updates on it right here at Michelle’s blog. Had CNN, AP, Larry King, Good Morning America, The View, etc been on this story I believe Absolut’s blog would have exploded with comments. Because mainstream media wouldn’t touch the story, not many Americans are even aware of what has happened. This is why in Absolut’s appalling “apologies” they wrote as if their hand was being forced by a tiny majority of complainers. I was pretty shocked when Paula Whatshername wrote “several persons”. My God, the arrogance. “Several persons” could very well a dozen. Just 12 angry and offended people, you know. No big deal, right Paula? No, instead of “several persons” it would have been most of an entire nation had the media reported on this. But most of America is simply not aware of this ad. The liberal media squashed it on purpose, kept it from the American people on purpose. Shameful.
“tiny majority of complainers”
Ooops, should have been “minority”.
Well in some parts of the world they would be burning Mexican & French flags & calling for the death of the offenders… and
theour media would be giving them celeb status… Hmmmmmm, maybe we should send strong e-mails! And demand thebeheadingspanking of the offenders… well can I have the equal right of “muslim rage boy”?Beheadspank! those who insult America!Well Michelle, you sure threw the crap into Paula’s fan this weekend. She was planning a trip this weekend to Tijuana, you know, just north of San Francisco. Now she’s been called back to the office and has to write all these sincere, genuine, what the hell did I do? apologies! All the while you were having that leisurely puff speech at Madison!
Why don’t companies pander to Americans?
Well maybe they should…
Deathspankings to those that insult America!Beheadspank those that who insult our borders!Stonedeport those who defile our lands!Goes both ways no?
Apology not accepted.
# 37 Thank you for the historical facts.
#180 As Soon As you finish CC it’s JD or GJack OK
I still say-make it easy – Jack Daniels -
made in tha USA.
We feel the same way too in our household. Pernod-ricard brands will not be purchased by this family or any of my relatives and friends that have received links to this story.
“This is a genuine and sincere apology”
Translation: “We are shocked that our insincere apology failed to placate you savages.”
Of course, where was this sincere apology the instant this ad started making the news?
BS. This ad was clearly aimed at anti-American sentiments. The agency says as much. These people talk to themselves a lot. They have convinced themselves that the reconquest of America is inevitable. That America will be deconstructed and good socialists replace the evil white, global warming, overly weaponized, American male who shall soon become extinct anyway. (white female feminists will magically remain at the top of the social hierarchy). They believe this view is shared both by all South Americans, Europeans, most Americans, Hillary, Obama, the American press and the Democratic party. To some extent they are right.But it is not shared by the vast majority of Americans of any ancestry. We are all free to move to Mexico, after all. It welcomes Americans , more so than it returning citizens.
It is also important to remember Absolut is actually manufactured by the Swedish Government. It is one of those socialized businesses. I think that says a lot our relationship with Sweden right there. Quisling, back stabbers.
More likely several thousand comments.
I am soo soo glad that people complained about this. For so long this sort of thing has passed by under the guise of cultural sensitivity, but no more. It’s time–beyond time–for our voice to be heard too! We might not threaten violence, but we have money and the freedom to spend it as we choose. Berkeley, Absolut…many others…are finding out that we are legion.
Yes it does!
Yes it does!
Yes it does!
What a load of bovine excrement…. if the ad didn’t do any of those things, then why run it?
I don’t buy the “sincere apology” B.S. from Paula Eriksson for a second. She’s probably just sorry she had to write it at all.
I love how she’s states “We are truly sorry and understand that the ad has offended several persons”. It’s pretty clear that to her this is much to do about a few complaining right wingers. I’m willing ot bet she’s a liberal and it has to be eating her up to have to apologize. Serves her and AbsolutelyNOT right .
LGM LGM LGM
You wrote this:
No, they would NOT like being called Finland, and may just as soon be ruled by Muslims.
So, AP, the whole country of Mexico resents us, eh? Statements like that one aren’t going to help the tourism industry there. Billboards and magazine ads such as this one won’t help, either.
How can Absolut insist that the ad does not advocate or show support for anti-Americanism? Of course that’s what it does. Hearkening back to a more ideal time for Mexicans? According to the AP, that single image behind the vodka bottle, accompanied with the slogan, epitomizes what Mexicans want now. The ad wasn’t clever, and it wasn’t particularly imaginative.
Thank you, Absolut, for apologizing and removing the ads. However, the apology essentially said, “Sorry, guys, we didn’t know – really we didn’t.” We know you’re not that naive. Someone or some people of importance at Absolut had to approve the ad. The message was plastered on the side of a building!
We “several persons” aren’t naive, either. The apology is still disingenuous, a case of badly-executed damage control. A better response would have read, “What we did was wrong. We made an awful mistake by approving an ad that encourages anti-Americanism and advocates the changing of borders, and we apologize.”
Also, the “In an Absolut World” slogan, while catchy, is cliché, like Gene Simmons’ “Kodak World”. It comes off sounding a bit fascist, too, doesn’t it?
No one likes to admit when they are wrong. But until Absolut publicly does so, the apology won’t be genuine and sincere. Especially when this is exactly the type of reaction they wanted.
Two cents submitted.
High and ‘mid range’ priced vodkas are primarily consumed by high (by world wide standards) wage earners of which many are residing in the USA.
In an Absolut world, we’d have received a proper apology immediately and the PR/Advertising firm would have been fired immediately.
In an Absolut world, they would now run the ‘US centric, photoshopped fence ad’ since they target ad’s to the region according to their multiple responses to the complaints.
In MY Absolut world, they will lose a ton of market share.
I’m sorry if this offends any one of several persons at Absolut but I’ve never bought their product. Now I’ll probably avoid it in the future as well. It’s time to stock up on more Barenjaeger instead. I just hope the Vodka component in Barenjaeger is sourced from a different producer or I will have a most serious dilemma.
Absolut can go to hell.. or to Mexico, which is the same thing.
You know. I have been to Mexico over 60 times. I do not need to go that enemy nation anymore. Bush and Chertoff can go for me. And I am part Hispanic. F*ck you, I stand with the Alamo.
“SEVERAL PERSONS”???
Absolut beginning to get it???
I don’t think so.
I absolut-ly do NOT think they have an INKLING.
SO LOL!
Hope the damage is already done and the results show on their bottom line…
In the apology they say “the ad has offended several persons” – are they for real? There is no way that apology will do!
I want to see a reverse ad for “Absolut Borders”!
They lost me for good.
From the LA Times Blog:
Incredible.
The LA Times blog is running a poll (link above). So far, over 60% of over 40,000 votes cast say the ad is an affront to America and they will be boycotting Absolut.
LA Blog – Incredible – “Favio Ucedo… who is from Argentina” thinks he understands american history better than Americans from the east and north.
My sincere apologies to Absolut, since I’m 1/4 Swede myself, but I will buying a different brand of spirit from here on out.
The Soviet Union may be gone, but the useful idiots they programmed contine on their destructive path like some out-of-control Doomsday device.
I think it was Lenin who said that capitalists would sell the rope which would be used to hang themselves.
If evolution were true, shouldn’t this level of stupidity have been bred out of people by now?
This is hilarious, especially with 155 PAGES of comments on their own site, 99% of which are folks telling them they will not only not buy their product in the future, but will not carry it in their bars! They must think they live in a vacuum! Morons. I hope you will check their sales data again in 6 months, Michelle. My bet is their numbers will plummet!
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.
“Several”? They “received several comments”? Nothing like understating it to try and save a little face, huh?
Adjusting their “approval process” indeed.
The “apology” would have carried a lot more weight with me, if they had just been more forthright about it, like…
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.
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.
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.
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!
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.
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.
Check these out from The People’s Cube.
I have a new idea for an ad, talking about how much of their Vodka we’ll be drinking:
Absolut Zero
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.
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.
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.
Oh, and boycott absolut.
Please no. I’m an Oregonian and I no espeaka Espanol. Don’t give ALL of us away just yet.
The Swedes think the add is funny:
http://www.thelocal.se/popups/poll.php
Forget that, Mexico should have to fight for it, and if they lose we take Mexico as recompense.
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.
Speaking of the Swedish press, it looks like the intrepid Moran spins a different tune to for quotes in the Swedish Press:
65 trackbacks and counting. This is a definite PR disaster, whether or not the MSM decides to cover it.
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!
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
‘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?
Well, it looks like their marketing program was effective for their target audience.
Some comments from the Absolut website (second blog under the apology):
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.
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!
I also received a response from Pernod-Ricard
Same response as received by DaMav. Can anyone say Damage Control?
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.
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.
F15mech said:
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.
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.
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.
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/