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Absolut responds
Posted by: McQ on Friday, April 04, 2008

Le affair Absolut sees the company respond in the wishy-washy way companies these days respond. They didn't mean to, uh, well you read it:
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
Yup, the ad here might "absolut"ly include a broken bottle or two.

BTW, Ms. Ericksson, as you can see we have a couple of "executions" of the ad running below that some people may find to be a "world that appeals to them — one they feel may be more idealized or one that may be a bit "fantastic." Any guess as to how most Swedes would feel about them?

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Previous Comments to this Post 

Absolute contacted a typical consumer of its product. When asked, the typical consumer – in this case, young Tiffany, a 22 year old Junior at Emory University – replied harshly,
Hehe… giggle giggle…
Clearly a damning protest.

Sorry, dude. I’m there, you know.
Written By: PogueMahone
URL: http://
Okay, it’s becoming clear that I have college girls on my mind.
So perhaps your website isn’t the one I should be visiting right now. But the one I have in mind is $29.95 a month.

That’s just ridiculous. Don’t they know there is an economic crisis going on at the moment?

Oh well… frequent flyer miles, you understand.

Good night.

I’m out.
Written By: PogueMahone
URL: http://
In an Absolut world, Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits, is stoned and killed for whatever reason I want.

Think she’ll put THAT in an ad?
Written By: shark
URL: http://
The ad was funny. The parodies were also funny. The furor in the comments section was funny icing on the funny cake, though I don’t think most of you meant to be. Still, I thank everyone involved - though I will be sticking with my Tanqueray vodka after all.
Written By: Wulf
I agree ... it is funny. And personally, I’m sticking with my Absolut even though, after that awful apology or whatever it was, they deserved to be smacked around a bit. All in all it’s been great blog fodder.
Written By: McQ
Any excuse to bring up 54’ 40" or fight is a worthwhile cause in my book. Did I mention I have a lot of Canadian friends?
Written By: Harun
URL: http://
How about an ad campaign that doesn’t insult any of your customers?
What do you think? Too radical?
Written By: Mikey NTH
URL: http://
This was nothing compared to the Benetton ad with a priest and nun kissing. They had some really good, really offensive ads — purposefully that way. I liked that. People get offended far too easily, sometimes it’s fun to twist things around.
Written By: Scott Erb
This particular ad, which ran in Mexico,
So... they don’t think that Americans pay any attention to what is happening in other countries? That is a better thing for Americans to think of them?
Written By: Phelps

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