Absolut Vodka –Rise of the Anti-American Brand?

April 7, 2008 by anne

Last week an online brouhaha erupted as copies of a poster advertising campaign running across Mexico City last week for Swedish vodka company Absolut, surfaced on the internet. The ads depicted California, Arizona, Texas, New Mexico and other U.S. states as part of Mexico, with the headline "In An Absolut World."

The posters created by TERAN\TBWA, the Mexican branch of global advertising agency TBWA, are part of Absolut’s long-running campaign depicting ‘perfect’ situations and positioning Absolut as the perfect vodka.

Many commenters at AdFreak, Absolutads, Mexico Reporter and MichelleMalkin deemed the ad offensive, swore at and off the brand, and variously blamed its creation on Americans Who Hate America, Mexicans Who Hate America, Swedes Who Hate America, Advertising Agencies Who Hate America, Clueless Marketers Who Also Hate America, People Who Are Totally Ignorant, and possibly even Finns Who Hate Swedes Masquerading As Swedes Working At Absolut Vodka Who Hate America.

Parodies of the ad have sprouted all over the Internet with a few suggesting Sweden should be under the control of a Nazi Germany, or at very least, Finland. And of course, the marketing team should be fired and flogged. Or, perhaps flogged first. Hmmm. I'll have to think about that, but in any case they should never have the right to work at anything but menial labor for the rest of their lives.

Yesterday, Absolut apologized for the ad and noted that it had been cancelled, saying “ In no way was the ad meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues….To ensure that we avoid future similar mistakes, we are adjusting our internal advertising approval process…” Blah, blah, blah.

But some pretty thorny issues for brand marketers remain.

How do marketers build brands in an increasingly global economy, particularly those that are controversial or edgy? Do you try to avoid offending anyone and risk turning the brand into milquetoast, or do you let the chips fall where they may?

Surely Absolut knew that the ad would be unappealing, if not offensive, to many Americans. But does a positive reaction from Mexican consumers make it worthwhile? (Sure would like to hear what Mexican consumers think about this ad.)

Does this foreshadow the rise of the anti-American brand?

I doubt this is Absolut’s strategy; after all they are one of the top vodka brands in the U.S., and the U.S. is the top vodka market in the world. But will brands with less market share forswear the U.S. market and leverage anti-American sentiment to grab market share in new global markets? And if so, how will that affect American brands?

And last, but certainly not least---how should Absolut respond to the conversations currently taking place regarding the Absolut brand? Is this cause for concern or great viral marketing? Is their apology statement enough? Was it necessary? (Sorry y'all, but I just can't whip myself into a frenzy over something that was clearly meant as a joke---it's an AD, people! You'd think that land had actually changed hands by the way some people are reacting, but that's the blogosphere forya...)

Currently online conversation is not only focusing on reaction to the ad, but suggesting actions, such as boycotts, complaining to Absolut’s corporate headquarters, and brands to substitute in place of Absolut. In the long run will this help, hurt or have no effect on their market share and positioning? And what can marketers learn from this controversy?

Photos from MexicoReporter Flickr  

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