Absolut Mexico

This story touches on so many issues of interest to communication studies -- advertising, intercultural communication, media and politics, crisis communication, and more -- that I just had to post it here.

Absolut Vodka has apologized for an ad that ran in Mexico with an old map showing the southwest United States as part of Mexico "In an Absolut World."

The ad, according to Fox News, provoked heated comments on Internet blogs and Web sites and a call for a boycott by U.S. consumers.

Here's what Absolut Vice President of Corporate Communications Paula Eriksson had to say on Absolut's own blog:

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.

Her post has generated over 1500 comments since Friday. You can view the thread here. (Interestingly, Absolut requires you to fill in a birthdate to access their site.)