After initially responding with snarky emails to concerned consumers and a not-very-apologetic corporate release, it apparently has dawned on Absolut Vodka that they really stepped in it with their reconquista advertising campaign:
In no way was the ad meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues.
To ensure that we avoid future similar mistakes, we are adjusting our internal advertising approval process for ads that are developed in local markets.
This is a genuine and sincere apology.
Sorry, Absolut. Too little too late.
