"There are five boxes to use in the defense of Liberty: The Soap Box, the Mail Box, the Ballot Box, the Jury Box, and the Ammunition Box. Please use them in that order."

One Response to “Mexico reconquers California? Absolut drinks to that!”

1. Josh Fetzer Says:
   April 16th, 2008 at 1:07 pm

   I wrote those bastards at Absolut about this with the e-mail you listed in your article. Below is the response I got:

   Thanks for writing, Josh. We are sorry we ran that advertisement in Mexico that, in hindsight, should not have been approved or distributed.

   We have learned from this and are taking actions to improve our future marketing practices. It’s important to note that the ad was withdrawn on Friday, April 4, and will not be used in the future. We’re also taking several steps to improve our marketing efforts, including adjusting internal advertising approval processes for ads developed in local markets and enhancing our global marketing review board.

   The way this Mexico ad was perceived was not at all consistent with our intent, and should have been evaluated from the perspective of global consumers, as opposed to focusing on the local market only. We’ll work to make sure future marketing efforts from ABSOLUT are reflective of our values and conscience.

   We hope this sets the record straight.

   If you want to continue the discussion and share your opinion with us and others, please go to our blog http://www.absolut.com/iaaw/blog

   Again, our sincere apologies,

   Jeffrey A. Moran
   Corporate and Brand Communications
   The Absolut Spirits Co., Inc.
   401 Park Avenue South
   New York, NY 10016

   CONTACT
   email: jeffrey.moran@absolut.com
   direct dial: +212.641.8720
   main: +212.641.8700
   fax: +212.641.8703

Leave a Reply

Name

Mail (will not be published)

Website

Notify me of followup comments via e-mail

Spam Protection by WP-SpamFree