In a global market Absolut makes a poor local choice

People living in this area have heard of reconquista a little too often already - this isn't helpful.

La Plaza : Los Angeles Times : Mexico reconquers California? Absolut drinks to that!:
"Mexico reconquers California? Absolut drinks to that!
The latest advertising campaign in Mexico from Swedish vodka maker Absolut promises to push all the right buttons south of the U.S. border, but it could ruffle a few feathers in El Norte.

The billboard and press campaign, created by advertising agency Teran\TBWA and now running in Mexico, is a colorful map depicting what the Americas might look like in an 'Absolut' -- i.e., perfect -- world.

The U.S.-Mexico border lies where it was before the Mexican-American war of 1848 when California, as we now know it, was Mexican territory and known as Alta California.
Following the war, the Treaty of Guadalupe Hidalgo saw the Mexican territories"