The Absolut 'Drink Responsibly, #SexResponsibly' Campaign is Bold
Michael Hemsworth — February 22, 2020 — Marketing
References: prnewswire & bevnet
The Absolut 'Drink Responsibly, #SexResponsibly' campaign from the vodka brand was created in partnership with RAINN to help open up the dialogue surrounding consent. The campaign encourages consumers to have a drink and enjoy, but to always keep an open dialogue when it comes to sexual encounters to ensure consent is affirmed by both people. The campaign includes an array of advertising promotions in print, digital, out-of-home and social advertising with influencer support to boot.
Explaining the Absolut 'Drink Responsibly, #SexResponsibly' campaign, Chairman and CEO of Pernod Ricard North America Ann Mukherjee said, "In a recent survey conducted with 21-30 year olds for Absolut by KRC Research, we learned that nine in 10 have talked about consent with their friends and family, and that nearly one-third said they talk about the topic of consent frequently or all the time. Additionally, 61 percent said they believe companies should play a role in tackling this issue. When you pair that data with the startling reality that every 73 seconds, an American is sexually assaulted – frequently involving the perpetrator’s misuse of alcohol – you can understand why we feel compelled to take a stand on the issue of consent.”
Explaining the Absolut 'Drink Responsibly, #SexResponsibly' campaign, Chairman and CEO of Pernod Ricard North America Ann Mukherjee said, "In a recent survey conducted with 21-30 year olds for Absolut by KRC Research, we learned that nine in 10 have talked about consent with their friends and family, and that nearly one-third said they talk about the topic of consent frequently or all the time. Additionally, 61 percent said they believe companies should play a role in tackling this issue. When you pair that data with the startling reality that every 73 seconds, an American is sexually assaulted – frequently involving the perpetrator’s misuse of alcohol – you can understand why we feel compelled to take a stand on the issue of consent.”
Trend Themes
1. Consent-themed Campaigns - Brands are taking a bolder stand and creating campaigns around consent to educate and spread awareness among consumers. Opportunities exist for future campaigns that promote safer and consensual behavior.
2. Partnerships for Social Causes - Collaboration with organizations that work towards addressing social causes helps brands establish their values while spreading awareness and positive messaging around those causes. Future opportunities lie in partnering with organizations supporting similar causes.
3. Influencer Marketin - Partnering with influencers for campaigns can be a powerful tool to spread messaging to a wider audience, especially among younger demographics. Future opportunities can exist for targeted collaborations with influencers who align with brand values and messaging.
Industry Implications
1. Alcohol and Beverage - Marketing campaigns that incorporate messaging around responsible consumption and behavior help brands establish themselves as socially responsible entities. Opportunities lie in creating educational campaigns around responsible drinking and partnering with organizations supporting social causes related to responsible behavior.
2. Public Health and Social Services - Organizations working with public health and social services can partner with brands to work towards addressing social issues like sexual assault. Opportunities exist for collaborations that drive awareness and promote behavior that is safe and socially responsible, including education programs and awareness campaigns.
3. Advertising and PR - The advertising and PR industry can help brands develop campaigns that resonate with audiences while also promoting responsible behavior. Opportunities exist for future campaigns that align with brand values and messaging while also driving social change.
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