ABSOLUT found themseleves in some hot mess drama this week! Bowing to pressure, Absolut has pulled the ad and is “refocusing” efforts in the Latin American marketplace, specifically in Mexico. The creative, early 19th century map showing chunks of the United States as a part of Mexico, has angered many American and Mexican consumers. CNN even covered it!


(*a note from the Historical Accuracy Department & Wikipedia: the map used is historically accurate up until 1848 when the United States, under President James K. Polk, invaded Mexico and seized Mexico City after the Mexican government refused to acknowledge the United States’ annexation of Texas.)



According to my blogging buddy Ryan Arnold The Ad Guy,  – Let’s put this into perspective, people. Absolut Vodka is a Global brand. Hence, they undertake marketing initiatives that are geared toward specific consumers located in various parts of the Globe. In the case of this ad, it was part of an outdoor and print campaign in Mexico City, Cancun, and other larger Mexican cities. This ad was not geared for the US General Market – it was placed in Mexico and targeted Mexican consumers. When media outlets throughout the Texas, Arizona, New Mexico, and California caught wind, many tried to spin the ad as Absolut weighing in on immigration and citizenship reform. Absolut released this statement on their website:

“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.”

Recognize this advertisement for what it is: another in the long list of clever advertising we’ve come to know and love from Absolut Vodka. You can view a fine collection of Absolut Vodka ads (some less controversial than others) here. France’s Pernod-Ricard is taking over Absolut Vodka, one of the world’s top-selling spirits, after buying government owned Vin & Spirir earlier this year.