Absolut Vodka wants to talk about sex, consent
Using the timeline of a date to break down the different stages of consent, the campaign shines a light on how people deal (or not) with consent in their own lives. Whether it’s slipping into DMs, buying someone a drink, 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 outdoor, print, digital and social advertising – supported by a list of influencers and a partnership with RAINN, the largest national organization fighting sexual violence.
“In a recent survey of 21-30 year olds for Absolut by KRC Research, we learned that nine in ten people talked about consent with their friends and family, and almost a third said they did. spoke frequently or all the time, “said Ann mukherjee, Chairman and CEO of Pernod Ricard North America. Additionally, 61% said they believe businesses should play a role in addressing this issue. When you combine this data with the startling reality that every 73 seconds an American is sexually assaulted – frequently involving the abuser alcohol abuse – you can see why we feel compelled to take a stand on the issue of consent. ”
Absolut’s partnership with RAIN will help more survivors of sexual assault each year and continue the organization’s essential 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.
“We look forward to working with Absolut to tackle the important issue of consent head-on and to use this partnership to advance cultural understanding of the issue and create concrete solutions,” said Scott Berkowtiz, president of RAINN. “We are excited about the potential of the brand’s reach to bring attention to this important issue. “
On Valentine’s Day, Absolut will engage consumers through social media. For each share or retweet of our campaign, Absolut will donate $ 1 at RAINN. The Valentine’s Day pledge donations will be in addition to an initial donation to support Absolut’s RAINN work. Mukherjee will become a member of RAINN’s National Leadership Council on behalf of Absolut.
Absolut is also committed to taking measures in favor of responsible consumption and consent by:
- Listen. First of all, we need to listen – to understand the challenges real people face as they navigate how to respect, accept and consent and the role of alcohol in this process so that we can determine the right role to play. We obtain permission to act by giving priority to listening.
- Convene. With our long history at the cultural forefront, we can use the power of our brand to organize frank, honest and open conversations about consent.
- Act in partnership. In collaboration with expert partners, we will develop and implement new culturally relevant campaigns and programs that aim to prevent alcohol from being used as a tool or an excuse to violate consent.
To learn more about our campaign, visit absolut.com/drinkresponsably. If you or someone you know has been affected by sexual assault and needs to talk about it, free and confidential support is available 24/7 through the National Sexual Assault Hotline in RAINN at 800.656.4673 and online.rainn.org.
ABSOLUT®. PRODUCT OF SWEDEN. 40% ALC./VOL. © 2020. IMPORTED BY ABSOLUT SPIRITS CO., NEW YORK, NY.
ABOUT PERNOD RICARD United States
Pernod Ricard United States is the premium spirits and wine company in the United States and the largest subsidiary of Paris, Francebased at Pernod Ricard SA., the world’s second largest spirits and wine group. Pernod Ricard employs around 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. Pernod Ricard United States has its seat at New York, New York, and has more than 800 employees across the country. The company’s main spirits include prestigious brands such as Absolut® Vodka, Avión® Tequila, Chivas Regal® Scotch Whiskey, The Glenlivet® Single Malt Scotch Whiskey, Jameson® Irish Whiskey, Kahlúa® Liqueur, Malibu®, Martell® Cognac, Olmeca Altos® Tequila, Beefeater® Gin, Del Maguey® Single Village Mezcal, Monkey 47® Gin, Plymouth® Gin, Seagram’s® Extra Dry Gin, Malfy® Gin, Hiram Walker® Liqueurs, Midleton® Irish Whiskey, Powers® Irish Whiskey, Redbreast® Irish Whiskey, Aberlour® Single Malt Scotch Whiskey; Lillet®; Smithworks® Vodka, Jefferson’s® Bourbon, Smooth Ambler® Whiskey, Rabbit Hole® Whiskey, Pernod® and Ricard®; superior wines such as Jacob’s Creek®, Kenwood® Vineyards, Campo Viejo® and Brancott Estate®; and exquisite champagnes and sparkling wines such as Perrier-Jouët® champagne, GH Mumm ™ champagne and Mumm Napa® sparkling wines.
As “creators of conviviality”, we are committed to sustainable and responsible business practices in the service of our customers, consumers, employees and the planet. Our products bring people together and play a valuable role in society. We promote responsible consumption of our products and fight alcohol abuse in society by evolving our business and marketing, taking action against harmful consumption and engaging with our stakeholders for real change. As a founding member of the Foundation for Advancing Alcohol Responsibility (Responsibility.org), we are proud to be part of the campaigns that have reduced underage alcohol consumption by 29% over the past 10 years.
RAINN is the largest national organization fighting against sexual violence. RAINN operates the National Sexual Assault Hotline (800.656.HOPE and online.rainn.org). RAINN also runs programs to prevent sexual violence, support survivors and ensure perpetrators are brought to justice.
SOURCE Pernod Ricard United States