A recent Absolut Vodka ad, inspired by a pre-Mexican War map of North America — showing Mexico stretching from Louisiana to the Columbia River — caused a furor last week.

Quick recap of the drama: TeranTBWA creates an ad for Absolut to run in the Mexican market, showing a radically new map of North America, with Mexico occupying pretty much everything between California and Louisiana. Ad blogger Laura Martinez, visiting family in Mexico, tears the Absolut ad out and posts it on her blog on March 31st. The Los Angeles Times picks up the story and runs with it, and soon the ad wafts over to the political blogs. Conservative blogger Michelle Malkin dubs it “the reconquista ad.” A formal boycot is called for on all Absolut products by an anti-illegal immigration PAC, and Absolut is deluged with letters such as this, which is not the engagement advertisers for a brand-reliant product like vodka like to see:

Absolut -

I run a bar in Pt. Richmond, California — where the Kaiser Liberty Ships were built during WWII. After seeing your ad Campaign where you show a western map of the United States in which California is part of Mexico again, I’ve decided to do the following…

1) Never carry Absolut. Ever.
2) Lower the price of Ketel One vodka to $2 a shot indefinitely to build loyalty.
3) Print a copy of your ad and put it above the Ketel One drink special.
4) Tell all my friends and family what Absolut thinks of the United States of America and our right to enforce border laws.

I am on the front line of illegal immigration and its effects. Where are you? Oh yes, Sweden.
Good riddance.

The real mistake, though, isn’t with TerranTBWA, which had the misfortune to see a funny and effective local-market ad find international eyes, but with Absolut. Through its half-hearted apologies and citing concerns of cultural relativism Absolut inflamed the story instead of quashing it. The company attempted to explain the ad in context, posting a statement by its Corporate Communications VP to their blog on Friday:

This particular ad, which ran in Mexico, was based upon historical perspectives and was created with a Mexican sensibility. 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.

All of which is true, but Absolut, in relaying the apology, forgot who the target market for the apology was: the angry bar owner in Pt. Richmond. The ideal response would have been a quick and abject apology, and announcing they are immediately looking for a new agency to take over their Mexican advertising. After readers posted over 3,000 (!) comments to the original statement, Absolut followed this up with a blog post titled “We apologize,” trying again:

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.

When you have to declare that your apology is genuine and sincere, things have gone off the tracks.