Absolut, the beloved alcohol brand, recently launched a new campaign that helps fans express their social boundaries as many begin re-entering social settings. Dubbed 'Rink Responsibly. #MixResponsibly,' the multichannel ad boasts exclusive merchandise stating "I Like You Better 6Ft Apart. #MixResponsibly."
"Before the pandemic, people were uncomfortable establishing and expressing boundaries with both those closest to them and strangers alike," said Pam Forbus, SVP, Chief Marketing Officer for Pernod Ricard North America. "The last year and a half changed that, having forced people to draw lines in the sand, figuratively and literally. Absolut's #MixResponsibly campaign is meant to encourage continued communication of people's physical and emotional boundaries, as we embrace new social freedoms and enjoy the summer season."
Fans can purchase the merchandise online to respectfully communicate their level of comfort when interacting with others.
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Trend Themes
1. Social Boundary Merchandise - Creating merchandise that allows individuals to express their comfort levels and boundaries with others.
2. Multichannel Advertising Campaigns - Engaging consumers across multiple channels to promote a brand's message and merchandise.
3. Empowering Communication of Boundaries - Enabling individuals to comfortably communicate their physical and emotional boundaries with others.
Industry Implications
1. Retail - Creating and selling boundary-related merchandise for consumers to express their comfort levels.
2. Marketing & Advertising - Developing multichannel campaigns that engage consumers and promote a brand's message and merchandise.
3. Social Networking - Creating tools or features to empower communication of boundaries within online social networks and communities.