The Drum Awards Festival - Extended Deadline

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Agency: BBH
Client: Absolut
Date: Sep 2020
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Pernod Ricard USA have announced that all employees will receive paid time off on Tuesday, 3 November to vote in the upcoming US elections.

In an effort to ensure all voices from America’s spirits industry are heard at the polls, Chairman and CEO of Pernod Ricard North America, Ann Mukherjee, will also call upon industry leaders and peers to do the same for their employees.

In addition to time off, Pernod Ricard’s flagship premium vodka brand, Absolut, is launching a non-partisan, integrated “Drink Responsibly. #VoteResponsibly” campaign which delivers an impactful and unexpected message – “Vote First, Drink Second.”

On 29 September, Absolut will release a new spot, its first broadcast TV commercial in three years, before the first Presidential debate. The campaign which is the result of a creative partnership between The Absolut Company and Pernod Ricard USA, and led by global advertising agency BBH will also feature OOH, digital and social advertising that encourages consumers to vote first and save the drinks for after they cast their ballots as drinking can wait, but your vote can’t.