Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits explains why Americans shouldn’t get bent out of shape over Absolut’s playful rearrangement in its Mexican advertising of the United States’ border with Mexico.
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.
Until I see the Absolut ad featuring the liberal who panders to special interest groups treated as below, I’m afraid I’m going to be purchasing Grey Goose.