AbsoluteVodka_Loveresponsibly_Valentines day campaign_cabecera

Absolut pushes social conversation about #LoveResponsibly for this pandemic Valentine’s Day

Starting today, Absolut is asking fans a simple question: “How do you love responsibly?”. And will do it online with the golden support of a TV ad strategically placed. Influencers will hit the conversation interacting with fans in Te Net.
This time Pernod Ricard, Absolut’s parent company, is also joining Absolut’s Drink Responsibly, #LoveResponsibly campaign adding a CSR twist to it.

Whether that love is with an intimate partner, family member, friend, pet, or even your relationship with yourself, the vodka brand wants to learn and share the many ways that people of all backgrounds love responsibly. Consumers can share their answers as written text, video or image using #LoveResponsibly and tagging @AbsolutUS.

In addition to digital and social assets, the campaign will include a :15 TVC that will premiere during the Golden Globes as well as an influencer-led discussion series on social, which will discuss the many ways to love responsibly and invite others to join in.

AbsoluteVodka_Loveresponsibly_Valentines day campaign_RRSS
Absolut graphic pieces for the Drink Responsibly #LoveResponsibly campaign. © Pernod Ricard

The Instagram Live series will feature interactive, intimate conversations with influencers such as Danny Pellegrino, host and producer of the podcast, “Everything Iconic,” and Alexandra Rodriguez, creator of the popular digital shows, “Learning to be Fearless” on YouTube and “The Fearless Podcast.”
From the Group level, Pernod Ricard will highlight the needs of one group of people in need of responsible love this Valentine’s Day, people experiencing intimate partner violence (IPV).

AbsoluteVodka_Loveresponsibly_Valentines day campaign_RRSS_03
Image triggering the whole Drink Responsibly #LoveResponsibly campaign. © Pernod Ricard

Pernod Ricard USA is donating $150,000 in RAINN, the nation’s largest anti-sexual violence organization, to help support those experiencing IPV. This investment is an extension of a relationship formed with RAINN last Valentine’s Day to promote the role of responsible drinking in safe, healthy, consensual sex.

A deep investigation behind the campaign by KRC

“We know that alcohol can play a positive role in bringing people together, but when over-consumed or consumed irresponsibly, it can catalyze negative actions, reduce our tolerance for one another and diminish our ability to love responsibly,” said Regan Clarke, Vice President, Millennial Connector Brands, Pernod Ricard USA. “At a time when many loving relationships are strained due to the pandemic, it’s our responsibility to ensure our product is not exacerbating these problems. That’s why we’re not just encouraging people to #LoveResponsibly, we are reminding consumers that drinking responsibly is a key component of healthy, responsible love.”

Reagan Clarke_ Millennial Connector Brands_Pernod Ricard USA_01
Reagan Clarke (Millennial Connector Brands_at Pernod Ricard USA). Image, Reagan Clarke.

The survey highlights spots. “We learned that one in five Americans have turned inwards and focused more self-love in the past year. We also learned that for many people, love beyond a romantic partner has become more important in the past year, with people citing relationships with their children and their pets as greater sources of love,” said Tad Greenough, Global Creative Director at Absolut. “As a brand that has always championed inclusion, authentic connections and love, in all its many forms, we’re excited to see how our fans characterize the love that’s gotten them through this year.”
For many Americans, the challenge of having to adapt relationships to new realities has been significant.

tad+greenough-CMO and Chief Creative_Pernod Ricard
Tad Greenough (Global Creative Director and Marketing Director at Absolut). ©Pernod Ricard.

But there are also dark spots to consider. Absolut’s by KRC survey found the pressure on relationships is felt more significantly by younger and middle-age generations, with 52% of Gen Z, 43% of Millennials and 44% of Gen X audiences saying they’ve felt strain in their closest loving relationships over the past year, compared to only 29% of Baby Boomers.

Americans of all generations noted a series of consistent, negative impacts on their relationships over the course of the pandemic, including stress and anxiety (46%), isolation/social distancing (36%), spending less time with loved ones (33%) and differing opinions on how to navigate pandemic restrictions (33%).

And the report showed another fact, this very important for Absolut: A quarter of Millennials noted that drinking more alcohol during the pandemic has created negative impacts on their relationship, underscores the brand.

Why the Drink Responsibly #LoveResponsibly action in support of IPV victims

IPV has been on the rise during the pandemic, a startling reality given that one in three women and one in 10 men already experience IPV in their lifetimes.

While IPV takes many forms, acts of physical, emotional, sexual and psychological abuse, as well as controlling behaviors such as restricting access to financial resources, employment education or medical care, studies show that physical forms of IPV were 1.8 times higher in 2020 than they were in the previous three years.

Ann Mukherjee (President and CEO Pernod Ricard USA). ©Pernod Ricard.

Pernod Ricard’s support continues the company and Absolut brand’s commitment to taking a stand on the issue of consent.
“The pandemic has taken a toll on us all. But for some, that toll has included violence and abuse in their closest intimate relationships,” said Ann Mukherjee, Chairman and CEO of Pernod Ricard North America. “We know that alcohol can often be an accelerant to IPV and a coping mechanism or self-medication for victims of abuse.
I’ve experienced IPV, and I know this reality all too well. At a time when we celebrate love, it’s our responsibility to support those most in need and to reinforce the role of responsible consumption in safe, responsible relationships.”

Image overthe headline.- Absolut Vodka Drink Responsibly #LoveResponsibly campaign graphic pieces. © Absolut.

Related Eastwidn Marketing links:

Absolut pushes social talk about sex consent at Valentine’s day

Related external links:

Tad Greenough (Global Creative Director and CMO at Absolut) talks about the Drink Responsibly campaign

Leave a Comment

Your email address will not be published. Required fields are marked *

Últimas noticias