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Absolut: Drink Responsibly, #Sex Responsibly

Client: Absolut
Date: Feb 2020
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On a day when people around the world have romance top of mind, Absolut is launching Drink Responsibly. #SexResponsibly – a bold new campaign to help spark a conversation on the role of consent in safe, healthy sex.

Using the chronology of a date to break down different stages of consent, the campaign puts a spotlight on how people do (or don’t) address consent in their own lives. From sliding into DMs, to buying someone a drink, to sharing a ride to the next destination, we make it clear that Only a Yes to Sex Is a Yes. Because sex without consent is sexual assault.

The campaign includes out of home, print, digital and social advertising – supported by a roster of influencers and a partnership with RAINN, the nation’s largest anti-sexual violence organization.

Absolut’s partnership with RAINN will help even more survivors of sexual assault each year and continue the organization’s vital work to educate the public, prevent sexual violence, and ensure that perpetrators are brought to justice. Importantly, Absolut will work with RAINN to develop and implement new, culturally-relevant campaigns and programs that aim to prevent all people from using alcohol as a tool or excuse to violate consent.

On Valentine’s Day, Absolut will engage consumers via social media. For every share or retweet of our campaign, Absolut will donate $1 to RAINN. Donations from the Valentine’s Day engagement will be in addition to an initial investment in RAINN from Absolut. Mukherjee will become a member of RAINN’s National Leadership Council on behalf of Absolut.

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