As the world continues to navigate the pandemic – and guidelines remain in flux – Absolut wants consumers to feel comfortable socializing. Accordingly, the brand Has launched a new campaign encouraging people to “Drink Responsibly, #MixResponsibly” and broadcast their boundaries openly and honestly.
“As a brand that has always championed responsibility and respect, our [new] campaign delivers the message of prioritizing open communication of people’s physical and emotional boundaries as the world moves offscreen,” said Lara O’Brien, senior brand director at Absolut. “Our “Drink Responsibly. #MixResponsibly” is a rally cry to boldly broadcast your boundaries openly and honestly, whether with an old friend or someone completely new.”
According to a survey conducted by KRC Research on behalf of Absolut, 56% of adults have not talked to their friends about their social distance expectations, and among people who planned to go on in-person dates, 47% said they did not expect to have that uncomfortable conversation. “Because no matter how you choose to connect this summer, it’s important to acknowledge that everybody mixes a little differently these days,” O’Brien said.
To kick off the dialogue, Absolut has partnered with dating expert and certified “queen of confidence” Serena Kerrigan and actress Michaela Jaé (Mj) Rodriguez on a line of apparel that expresses people’s different comfort levels. The limited-edition line of shirts, tanks and bucket hats features “Comeback Statements,” such as “Ask Now. Mix Later” and “I liked you better 6 ft. apart.” Sales of the Comeback Apparel will be tied to a donation from the brand to GLAAD in support of LGBTQ+ rights.
“As experts in self-expression, Serena and Michaela Jae were active participants in the creative development of the Absolut Comeback Statements,” O’Brien said. “It is our hope that you can hear their voices coming through when reading the cheeky statements created to help everyone communicate their comfort level confidently, either verbally or by wearing a piece from the limited-edition collection.”
In addition to the apparel, the brand has created a 15-second commercial that addresses the new societal norms, with the message “No matter how you mix, mix responsibly.” The “Drink Responsibly. #MixResponsibly” campaign is the fourth in a series from the brand addressing various aspects of responsibility. Previous campaigns featured themes such as #SexResponsibly and #LoveResponsibly, taking stands on issues of consent and respect.
