Absolut apologizes for ads but I have no idea why

So Absolut is apologizing to US consumers for an ad that most of them have never seen. The ad that in Mexico and shows a map of the Americas with the parts of the US that once were part of Mexico as STILL a part of Mexico.

The campaign, which promotes ideal scenarios under the slogan “In an Absolut World,” showed a 1830s-era map when Mexico included California, Texas and other southwestern states.

Apparently, some people at conservative columnist Michelle Malkin’s web site posted angry comments about this and called for a boycott. (Michelle Malkin fans angry? Who’da thunk it?*) As a result Absolut apologized for the ads after they stopped running.

This is dumb for a number of reasons.

  1. Absolut has been absolutely fearless (by corporate standards) in its willingness to be identified supporting gay men and lesbians. If that’s part of your brand you don’t dump it just because of some whiny Wingnuts.
  2. This is one where you don’t have to apologize, just say look they’re not running anymore. You say it’s over and then ignore it. Apologizing just puts fuel on this fire.
  3. Name me a boycott that has worked in the last 20 years. Name me one that has even actually generated any sustained PR problem.
  4. This apology sure isn’t going to go down well among Mexican consumers. As a matter of fact if I were a citizen of Mexico (Motto: “Too far from heaven, too close to the US”), I would see this as another example of someone ignoring my interests as a result of US bullying.

Y’know even cynical little me was surprised to find out exactly how insecure some of my fellow Americans are. Let’s here it for the USA (Motto: We Can’t Take A Joke).

*I am not going to say that either the Wingnuts or the Crybabies have better or worse columnists, but I will say that the Wingnuts seem to have a monopoly on the truly entertaining crazy women columnists.


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