An Absolut Mess: Controversy in the Blogosphere

It is not uncommon for an advertising campaign to experience mixed reactions from the consumers it is trying to target. A negative response is even more frequent when the ad is aimed toward a very specific audience, which often causes the brand to offend those who may not understand the intricacies of the target market. Recently, Absolut Vodka launched a campaign that was aimed specifically towards citizens of Mexico. Attempting to tap into the national pride of the nation, the advertisement (pictured right) depicts an "Absolut World" in which the Mexican boarder extends upwards into the United States. Once American citizens caught wind of the billboard and print campaign, online discussion boards exploded with commentary and many consumers have called for an international boycott of the brand.

I first came across this topic in an Advertising Age blog written by columnist Laura Martinez, who happens to be a Latina journalist and marketing expert. After posting the Absolut advertisement in her blog on March 31st and stating "wonderful things can happen", she received over 240 remarks from outraged and supportive readers alike. Later, Martinez published another entry on the topic that was both an explanation of her intentions as well as an answer to the comments she received. I have written a reply to this post that expresses my disappointment with the reactions of the close-minded and intolerant Americans who have left counteractive and offensive comments on this blog. Next, I went directly to the source, the Absolut website, where the company has posted both an explanation and an apology to its customers on an online forum. As somewhat of a counterpoint to my entry on Martinez's blog, I left a remark on the Absolut discussion board (under the name 'marketing student') that holds the company responsible for its offensive and careless campaign. I have reproduced both of my comments below for the reader's convenience.

Response to "I Created an Absolut Ruckus":
This is such an fascinating discussion. First of all, it is a perfect testament to the wildfire nature of the blogosphere, and definitely shows how a post that was simply meant to spotlight a creative advertisement can initiate such a strong reaction. I also think that the reaction in itself is a testament to something else – the ignorance and fanaticism of American patriots. The off-putting and unconstructive comments left on this post are exactly the reason why outsiders have such negative feelings toward our country. One remark made by ‘Vallery’ on the original March 31^st post particularly struck me and frankly, made me ashamed of my citizenship. Instead of addressing the ad itself or providing a statement about its implications, Vallery decided to attack Mexico and its citizens, stating that “the whole Mexican country is run by rich elitist thugs that ship their poverty stricken poor to the USA as a cash crop.” Another comment made my ‘Trolls.net’ is even worse, asserting “I just want my lawn cut every couple weeks in the Summer and the occasional drywall and paint job done correctly. If I get a sober beaner to do the work, it’s a bonus.” It is unbelievable to me that people can be so zealous and bigoted, and it makes me wonder if it is even worth it to try to defend the character of the country that I once thought to be so liberated and accepting.

As for the ad itself, I think it is just as brilliant and compelling as the rest of the Absolut campaign. Not only does it speak directly to its target, but it cleverly ties into an unspoken cultural state of mind. And this is not to say that I think that Mexicans want to invade the US or take over any of our land. The whole point of these ads, as stated by Absolut, is to “invite consumers to visualize a world that appeals to them.” The key here is the fantasy element, and I don’t think that any of these ads are meant to depict the political agenda of the company at all. The Absolut World for Mexicans is comparable to the Absolut World for women, where ads show a pregnant male and his happy, skinny, female partner. I think taking this campaign too seriously is a big mistake, but I also think it would be a mistake for Absolut to overlook the fact that people are not always going accept their attempts at humor. A campaign such as this is certainly a sensitive one, and these kinds of reactions are something that should have been considered before the ad was launched.

Response to "In an Absolut World According to Mexico":
I would like to start off by saying that I think the Absolut World campaign is absolutely genius. Playing off the clever and memorable “Absolut ______” and “The Absolut Vodka” campaigns, the Absolut World idea is seamlessly integrated into the brand image that has been created. The concept of allowing consumers to relish in a place of fantasy is both captivating and exciting. It also presents an opportunity to reach out directly to vastly different target groups on very personal levels. However, as the Mexico-based campaign has proved, when connecting with one segment it often follows that a brand will alienate another. It baffles me that Absolut would make such a bold statement to try to appeal to a minority group. While the Mexican market must account for less than 10% of global sales, the entire United States population is left feeling alienated and betrayed. I understand that the campaign is meant to be witty and ironic. But the fact that this ad speaks to a broader political agenda overshadows the humor. Granted, the ad in question was intended for Mexican audiences only, where the reference has been received as entertaining and completely acceptable. But it would be ignorant and irresponsible to assume that it wouldn’t leak into the US market. Personally, I think many of the outrage expressed here is unfounded and overzealous. Unreasonable or not, it is Absolut’s responsibility to be conscious of the statement being made. Of course Americans are going to take offense to an advertisement that is a clear attack on their country. Although the ad was not “meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues,” it did all these things and more. The boycott of this brand should have been predicted before the campaign was launched. I am curious to see what Absolut will do with its plans to target other minority groups like blacks, Hispanics, and gay men and women in similar campaigns. If the company is walking on thin ice now, this might be something that could push customers over the edge.

Acknowledging an Impact: The Importance of Socially Responsible Marketing

Marketers play a distinct role in society because they have the opportunity and ability to communicate messages to the general public. Most advertising and public relations efforts are aimed towards promoting a certain brand, product, or service for the specific purpose of increasing an organization's profits. Some marketing, however, goes beyond this profit-seeking function to reach for broader, perhaps more consequential goals. As people become more and more focused on environmental and social issues, businesses have begun to be held accountable for their actions and how they affect the grander scheme. Many have even come to expect that marketers use their communication powers to address the concerns of the communities to which they belong. The manner in which companies choose to approach these issues can take many forms. One way that social responsibility can manifest itself in marketing is by taking an active stance in the support of charitable causes, as is the case with (PRODUCT)RED branded goods (pictured right). Sales of these products support The Global Fund, which provides aid to women and children affected by HIV/AIDS in Africa. Campaigns with a social focus like (RED) provide a visible venue for businesses to promote a positive impact that goes beyond the goals of the organization itself.

Some firms may also decide to market green products or they may spend advertising dollars to convey the company's efforts to help the environment through sustainable business practices. These techniques have become more and more important in the midst of a societal crisis over the uncertainty of the future of the world we live in. In particular, people have begun to realize the negative impact that past and present generations are having on the environment, and they are beginning to question the state of the planet on which their children will live. One way to measure the public's concern over these issues is through monitoring blog activity surrounding the topic. According to a recent Nielsen study, "protecting the environment has become increasingly important to consumers, with online buzz around sustainability growing 50 percent in 2007." While some of the conversations taking place are directed towards individual actions, most of the apprehensions emphasize the environmental impact of large corporations. In fact, the top three sustainability subjects are climate change, renewable energy, and resource conservation, all of which have the potential to be addressed by the manner that industrial producers conduct their business.

Since consumers are clearly concerned about environmental issues, it would only seem plausible that a 'green' message from any organization would help the public image of that brand. However, businesses need to be extremely careful that they do not overstate their claims because the public will be quick to "condemn 'greenwashing' when they suspect companies misrepresent their environmental impact with aggressive PR campaigns--as spurious attempts to be 'green.'" The blogger community is especially skeptical of contrived endorsements, in particular when they feel that a company is contradicting its actions or being incongruent with the actual industry practices. It is not uncommon for marketers to experience a backlash from their "socially responsible" marketing if they are not completely honest and consistent with their message. In fact, companies like Patagonia have found that it is better to disclose all information, good and bad, in order to gain the trust of consumers. Footprint Chronicles (pictured left), the company's new interactive online campaign, does not hide anything and has seen a huge positive response from the online community.

It is especially important for organizations to engage in socially responsible marketing and business practices if they have a negative public image. One of the most controversial brands when it comes to societal and environmental impact is Wal-Mart, who has put millions of dollars into reversing its reputation of being an aggressive profit-seeking corporation. The company's most recent campaign to support Earth Month 2008 consists of advertisements across media as well as in-store products and displays. Among the over 500 eco-friendly items available are co-branded Coca-Cola t-shirts made with a material manufactured from recycled plastic bottles and a line of "organic, Rainforest Alliance and fair trade certified coffees." As a result of this elaborate undertaking, Wal-Mart hopes that consumers will recognize that it is taking strides towards sustainable business practices, and is pressuring its suppliers to do the same. Because the company does have such a powerful hold on its partner companies, consumers expect the "retail giant to humble mighty suppliers into meeting its environmental dictums." All of these added pressures combined with a past image to overcome have caused Wal-Mart to see mixed reactions to its sustainability efforts. In Advertising Age's list of companies that are "Green & Greenwashed," Wal-Mart is the only organization to make both lists. On the positive side, environmentalists realize that as the world's largest retailer Wal-Mart is "already having effects on the way its suppliers produce products." On the other hand, despite its "ambitious goal to reduce greenhouse gasses by 20% in seven years...a look at their recently released report shows that the company's carbon emissions actually increased by 9% last year."

Skeptics of social responsibility in marketing note that while a "corporation's goal is to act on behalf of its owners [...] it would be irresponsible for the management of a company[...] to deploy corporate assets for social causes." According to this philosophy, if an undertaking does not produce a quantifiable outcome in the form of increased stock price, it is not in the best interest of the company's shareholders. While this is an extremely close-minded and perhaps even selfish viewpoint, it is important to realize that this type of marketing does not always automatically translate into increased revenue or even an improved public image. However, organizations that consistently exhibit socially responsible tendencies can eventually gain a strong reputation that could pay dividends in the long run in the form of increased consumer trust and loyalty.