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.