Modern Protests : stoli And absolut face backlash
“Gay bars from West Hollywood to London are condemning Russia’s anti-gay laws by shunning one of it’s most iconic exports: vodka.” |
In 2014, the Winter Olympics were held in Sochi, Russia. The placement of that Olympics led to many passive aggressive campaigns against Russian anti-gay policies, and several other protests that were anything but passive. Russia has passed a law against “propaganda of non-traditional relationships” as of June 2013. The law is similar to several that have already been standing and imposes fines that range from $120 US Dollars to $30,000 US Dollars. It is clear that this law could be interpreted very broadly, making it even more difficult for Russia’s LGBT community to cope with. Furthermore, hate violence is increasing in Russia and recently, laws have been passed to remove children from LGBT families. The backlash was swift and it ranged from colorful ads to direct protest. “Gay bars from West Hollywood to London are condemning Russia’s anti-gay laws by shunning one of it’s most iconic exports: vodka”[1].
The brands that are being impacted—mainly Stoichnaya—are claiming that they are, “being wrongfully targeted”. In press releases, the brand has claimed to have no part in Russia’s anti-LGBT practices. The connection between Russia and vodka is so strong for Westerners that boycotting the brand, Stoli, makes many feel like they are attacking Russia. For more information on the many links between vodka and economics, check out this page! #DumpRussianVodka |
In another, less charged, political snafu, Swedish Vodka Brand, Absolut, made a billboard depicting a Mexico that engulfed the Southwest US, through Central America, reading, “In An Absolut World”. The borders on the map were the same as they were in 1848 before the Mexican-American war. The ad led to outrage from many American’s, and Fox News. The ad was likely attempting to appeal to nostalgia for the time before the war in Mexico.[2] What the advertisers for Absolut didn't know is that racial tensions in the Southwest are higher than usual because of the high volume of migrant workers and immigrants from Mexico living in the area. Many are calling the movement a “Reconquista” of the United States, though the implications are more cultural than revolutionary. Furthermore, this ad resonates with the Chicano Movement of the 1960’s and 70’s. The movement was mainly aimed at increasing the political rights and awareness of Mexican-Americans, but there was a faction that was calling for an independence movement in the Southwestern US. The region is thought of by some as Aztlan, the historical homeland of the Native Aztecs. This vodka ad ties in with ideas about modern advertising, changes in borders, and the spread of vodka far beyond the Eastern European sphere. Furthermore, cultural and political unawareness from one country to another is demonstrated as well [2]. Footnotes [1] Schrank, Aaron, and Melissa Block. “Gay bars Join Russia Protests by Boycotting Stol. “National Public Radio, August 2, 2013. Accessed March 1, 2015. [2] Grillo, Ioan. "A Vodka Tonic for Mexico's Loss?" Time. April 8, 2008. Accessed April 9, 2015. http://content.time.com/time/world/article/0,8599,1728801,00.html. |
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