They’re pretty much using the excuse that they didn’t intend for the US to see it.

The Absolut vodka company apologized Saturday for an ad campaign depicting the southwestern U.S. as part of Mexico amid angry calls for a boycott by U.S. consumers.
[…]
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.”