An Absolut Goof-up

"In an Absolut World" is a series of print ads that invite the consumers to percieve a world that appeals to them. As part of this campaign Absolut featured this ad recently in a mexican magazine. Essentially the ad message is simple (primarily to mexican audience) "In an Absolut world, one third of US is under mexican control".



Its anybody's guess that the ad only fuels the rapidly growing seperatist movement in the US between the natives and the immigrants specially the illegal ones. Absolut claims that the ad was not politically motivated and it was truly a brand excercise at a targeted segment. Infact i wouldn't imagine that the ad had any political bent at all, however this ad has particularly received lot of flak and there are consumer groups calling for boycott on Absolut.

In all earnesty the ad must be aimed to increase Pernods Ricard's (makers of Absolut) market share in Mexico. I wonder how much of an impact has it had on its market share in US. I am just curious to know whats the net gain over all.