Absolut Apology to Protect bottom Line
Apr 7, 2008 Political
I wrote earlier about an ad campaign by Absolut vodka that was developed to target the Mexican market. In the ad Absolut displays a map from the 1830s in which California, Texas and much of the south west was Mexican territory. The wording over it reads “In an Absolut World.” There have been calls for a boycott of that product and I indicated that the company had more to lose in the US than it did to gain in Mexico. It would appear as if they now realize that they offended Americans because the company has issued an apology.
“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. LA Times
It does not matter what they meant or what they say they meant, the reality is that Americans saw this as offensive an counterproductive. The company can say it did not mean to do a lot of things but they put up the map and said this is how it would be in an Absolut world thus indicating that in their world this is the way it should be.
By displaying the map and indicating that in an Absolut world the Mexicans would still own that property they have given legitimacy to Mexican groups who believe that America stole territory from Mexico. The fact that Absolut indicated in the original story that most Americans are unaware of the history shows the company’s contempt for the US and it shows they underestimated American response and understanding of the issue.
The history of the issue is quite clear. America did not steal any land from the Mexicans. The land was gained in war (as a condition to the end of hostilities) and it was gained when America PAID for it. Mexico had a ton of debt and the country could not afford to pay it. Very few Mexicans lived in California so the Mexicans sold it to get rid of their debt. Texas had fought for its independence long before it became a state and it was acquired legally. Absolut does not help the hard feelings that exist by indicating the territories should belong to Mexico.
In an Absolut world the vodka company would go broke because it lost its American customers. Its apology shows that it realizes it made a mistake and that it is worried.
Let us put the heat on them and ensure they pay for their insult to this country. Let us show them that Mexico cannot possible provide them more business than America.
Boycott Absolut.
