Caramba! A RARE advertising blunder by Absolut, which perhaps has garnered more praise for its iconic marketing than its vodka, has opened the door for a cheeky Skyy campaign.
Absolut's ad intended for customers in Mexico floated North, stirring up negative sentiment from Minutemen, border-state fence proponents, and others who complain about the porous US border. The ad courted animosity by illustrating what the world would be like had Mexico won the Mexican-American War like, um, more than a century ago.
Cue Skyy, that other vodka brand in the curious blue bottle. It issued a press release showing its support for the good ol' US of A, conquered territories and all. The release has a little "wink-wink" going on, but you can almost see Skyy executives shaking their fists in (mock) outrage over the ad's perceived suggestion that the Treaty of Guadalupe Hidalgo be overturned.
To further fuel the patriotic fire, the release notes that Skyy is born and bred in the US. On the other hand, by way of explaining the ad, a Skyy spokesman points out that Absolut is from Sweden. Aren't they Socialists or something?
Kudos to Skyy for trying to capitalize on a nonsense controversy. First it sponsors the upcoming Sex and the City movie to grab the East Coast drinkers, now it appeals to America's xenophobia to capture the hearts and minds of those out West. Surely, someone will drink to that.
PR Play rating:
3. On the right track