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Belvedere Uses Rape to Sell Vodka

Belvedere Uses Rape to Sell Vodka

Using rape to sell vodka?

In a new advertisement campaign, Belvedere Vodka has released a highly controversial advertisement (picture above) suggesting that drinking Belvedere is easier than raping a woman.

The tagline on the advertisement reads: “Unlike Some People Belvedere Always Goes Down Smoothly.” The image is of a clearly frightened woman with a smiling man who is grabbing her from behind.

The advertisement is not subtle (not that it matters) in suggesting that raping a woman is acceptable, even if she doesn’t “go down smoothly.”

To use rape as a means to sell alcohol, or anything, is reprehensible. How this advertisement even got vetted through the appropriate channels with a stamp of approval is beyond me. Who in their right mind thought this would be a good idea?

After outrage on twitter and Facebook following the release of the advertisement, Belvedere issued various apologies including a personal call from Charles Gibb, the company’s President, to RAINN, the Rape, Abuse, and Incest National Network.

“I would like to personally apologize for the offensive post that recently appeared on our Facebook page,” said Gibb’s on the company’s website. “It should never have happened, and the Company will take whatever steps are necessary to make sure that it never happens again. We deeply regret this lapse.”

According to Belvedere’s website the company has also made a “generous donation” to the organization and has committed to work with RAINN on projects moving forward.

Throwing money at the problem isn’t going to make things better in my book, but at least an amazing organization like RAINN will benefit from this complete lack of judgment.

What do you think of the advertisement? Would you buy Belvedere Vodka?

I certainly won’t.

Related from Care2:

Men Walk a Mile in High Heels to Raise Awareness of Rape

Women Banned From Wearing Miniskirts to Work to Stop Rape in Indonesia

Girl Commits Suicide After Being Forced to Marry Rapist

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244 comments

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12:44PM PST on Nov 19, 2012

This is disgusting. The company should be ashamed of themselves, its this kind of disgusting publicity stunts that perpetrates rape culture in our society.

Thankfully, I do not like vodka, but I will never support this company.

9:23AM PDT on Jul 12, 2012

Anything to make a buck. They got what they wanted: publicity. And the feminist haters had their 15 seconds of fame. I supposed those all believe that a woman's face always looks like that in the picture from the ad. That it's normal for women to react that way and that a NO means a Yes? So glad I'm a non-drinker!

7:31PM PDT on Apr 10, 2012

SHAME!

10:31PM PDT on Apr 1, 2012

What an idiot that he could think an apology is enough after airing this ad. I don't buy vodka, but if I did, I would certainly not buy his.

11:53AM PDT on Apr 1, 2012

yes, Jon W, sexual abuse can cause deep wounds, even if no vaginal penetration occur)

Myriam G.

agreed, sexual abuse can cause deep wounds, and that's a terrible thing. but you're missing my point: the advertisement is not selling rape. why is it that feminists and other pressure groups frequently misrepresent and/or exaggerate the facts? among thinking people, such behavior only serves to discredit and invalidate their arguments.

10:26AM PDT on Apr 1, 2012

I look at this and... I'm voiceless from depression.
Specially if, like Susan H and others think, this was planned to shock people and get more attention on their product, this is beyond evil. This denies the suffering of sexual abuse victims (yes, Jon W, sexual abuse can cause deep wounds, even if no vaginal penetration occur) and even hints on the role alcohol plays in the sexual "culture" where women are considered expendable, brainless preys that are easier to demean if they are under its influence.
I think of my daughters and all the girls and women I know and love... and my previous depression eases, a little bit. No matter how these big corporations try to destroy the beauty of being a woman, more and more beautiful women keep moving forward.

3:54AM PDT on Apr 1, 2012

So as a presudant ADMITS intent, and lamely apologizes, care 2 gets accused of slanting the story. Hmm, denial, maybe this actually to softcore for certain people. Belvedere vodka can go broke waiting for any sales from me or anyone I share this wirh.

3:48AM PDT on Apr 1, 2012

So as a presudant ADMITS intent, and lamely apologizes, care 2 gets accused of slanting the story. Hmm, denial, maybe this actually to softcore for certain people. Belvedere vodka can go broke waiting for any sales from me or anyone I share this wirh.

12:02PM PDT on Mar 31, 2012

Care2's "reporting" is so slanted and alarmist. I'm totally against rape, but I don't see any rape here; rape requires penetration.

Stick to the facts.

7:00AM PDT on Mar 31, 2012

Rape? Really? Even Irony only goes so far. This is not cool. I'm sticking to Grey Goose. Or Smirnoff.

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