Absolut Vodka Uses New Campaign To Talk About Consent

Just in time for Valentine’s Day, Absolut Vodka has dropped the curtain on their newest campaign. Titled Drink Responsibly, #SexResponsibly, the campaign directs a spotlight on the relationship between sex and alcohol.

“We want to start a dialogue on what it truly means to drink responsibly,” explains Ann Mukherjee, CEO of Pernod Ricard USA, in a phone interview. “The conversation is, very simply, that everyone has the right to drink and have safe sex, but it starts with consent.”

The series of ads follow the progression of a date, pointing to where consent can be misinterpreted or misconstrued. Each carries the overarching message that “Only a Yes to Sex is a Yes”. 

“Binge-Watch and Chill? Not a Yes,” one ad says. “Buying Someone a Drink Doesn’t Buy You a Yes,” adds another one. In the center of each ad sits the iconic Absolut bottle, scrawled with #SexResponsibly in pink.

The impetus for the campaign stems from a study conducted by Absolut with KRC Research, an independent research company. “Three numbers really stood out,” explains Mukherjee. “The first was that 9/10 people between 21-30 years talk about consent with their friends and family. Meaning, consent is such an issue in today’s world, with the #metoo movement, it is an issue on the top of mind with young adults.”

Further research unveiled that 61% of consumers in that age bracket believe companies should play a crucial role in tackling the issue of consent. “When you pair that data with the startling reality that every 73 seconds, an American is sexually assaulted—frequently involving the misuse of alcohol—you can understand why we feel compelled to take a stand on the issue of consent.”

While it may feel counterintuitive for an alcohol brand to campaign for more responsible drinking (“People said to me, really?,” exclaims Mukherjee), “That is precisely why brand that has to do this. We’re the ones who have to make sure we’re out there educating people that you have to consume responsibly.”

The campaign stretches beyond getting the message out in home, print, digital and social advertising. For every time the ads are reposted or retweeted, Absolut will donate a dollar to RAINN, the nation’s largest anti-sexual violence network. “We hope there’s a lot of reposts,” Mukherjee says, “because that will go fund the training and development for staff and employees that man the crisis hotline.” The brand is giving an initial donate to RAINN to kick-start the campaign, and Mukherjee will sit on RAINN’s National Leadership Council.

This Absolut campaign furthers Pernod Ricard’s efforts to reduce irresponsible drinking, following efforts to cut down on underage drinking. “If you look across all the ways we market across our brands, we’re always trying to market each one of our brands to support that it is important that everyone drinks responsibility,” Mukherjee explains. 

Absolut has a long history of connecting itself with the zeitgeist. “We’re a provocateur brand,” says Mukherjee. “Absolut is known for putting a spotlight on social issues.”

Absolut has long aligned itself with the LGBTQ community. Absolut Rainbow—a year-round Pride bottle—was designed by the original creator of the rainbow flag, Gilbert Baker. The brand was one of the first to fund RuPaul’s Drag Race and is a founding sponsor of the GLADD Media Awards. Over the years, Absolut has donated over $40 million to LGBTQ centers. 

According to a Certus study, 70% of consumers want the brands they buy to address social and environmental issues. Mukherjee, who joined Pernod Ricard two months ago, cites Absolut’s ability to connect with drinkers on issues that matter as a foundation of its success. “A great brand today is a brand that people just don’t buy, but they buy into because they stand by the brand’s values because it matches theirs. The ability to buy into brands to really drive business and share growth, that’s exactly the kind of strategy we’re going to use to unlock our incredible portfolio [at Pernod Ricard].”