What is it with these non-apology apologies?

The latest from [I will] Absolut [ely never buy one of their products again]:

Absolut said the ad was designed for a Mexican audience and intended to recall “a time which the population of Mexico might feel was more ideal.”

“As a global company, we recognize that people in different parts of the world may lend different perspectives or interpret our ads in a different way than was intended in that market, and for that we apologize.”

Please allow me to translate:

“This ad was intended to associate our product with, and thereby capitalize on, the nationalistic pride and fervor of the “reconquista” movement in Mexico. We never intended for the US market to view this ad because we didn’t want the US market to realize we were making such a ploy. We still feel that it was a wise marketing decision in Mexico, but we do realize that it probably pissed off our US market pretty throughly so, although we aren’t sorry that we RAN the ad, we’re sorry that you Gringos found out about it. It’s nothing personal and we REALLY, REALLY want you to keep buying our products. It’s only business, after all. No hard feelings right?”

And, of course, as soon as I read their non-apology, my immediate thought was: “Oh, now I understand. It wasn’t really a slap in the face to the US market, it was just a wise marketing move in Mexico. No problem…” NOT!!!!

They completely screwed the pooch with that ad. I’m a forgiving person, I would have accepted a sincere apology, but they had one and only one chance to offer said sincere apology. They blew it.

If they are true to form, in the next few days, they’ll realize that their non-apology apology didn’t work and they’ll try another, slightly more sincere sounding one. Followed a few days or a week later with another, and perhaps, eventually, they’ll get around to an actual sincere apology for insulting the wealthiest, most influential 300 million people on the planet. But as far as I’m concerned, it’s too late. Opportunity lost.

For a complete (as far as I know) rundown on all of the products to never purchase again, please see Born Again Redneck’s comprehensive list.

hat tip to my friend CB via e-mail.


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