| Заголовок | Mixing Responsibly |
| Агентство | Ogilvy New York |
| Кампания | Mixing Responsibly |
| Рекламодатель | Pernod Ricard |
| Бренд | Absolut Vodka |
| Posted | Январь 2022 |
| Бизнес сектор | Алкогольные напитки |
| История | In Feb 2020, Absolut launched its first breakthrough Instigation Act that tapped into the consumer desire for brands to take greater social accountability and responsibility, titled #SexResponsibly. The objective was to shine a light on the negative role that alcohol and overconsumption can play in consent and advocate for consent to be a definitive YES vs any existing alternative. This was an industry first for any alcohol brand or related category. Over the year that followed, Absolut launched two more Instigation Acts in the US, #VoteResponsibly (encouraging consumers to prioritize their right to vote above all else in a time of great caution) and #LoveResponsibly (which on the anniversary of the pandemic, asked consumers what it meant to Love Responsibly, and sometimes from afar). Our task was to create an idea and paid media assets that would urge consumers to come together responsibly in the coming chaos that was going to be the Summer of 2021. Our idea? No matter how you mix, mix with respect. We showed intimate moments of never-before-seen events —friends coming together for summer after the Covid-19 lockdowns. In this summer of mixing, we encouraged consumers that, no matter their comfort level, no matter how they wanted to mix and meet with friends and family, they should Mix with Respect. As part of the #MixResponsibly campaign, we led Absolut’s integrated agency team to execute the idea across media, PR and influence, and e-commerce. We brought our agency partners in at the inception of our campaign working closely to help guide ideation and execution across the marketing ecosystem. Using the same insights and research that showed consumers were nervous to socialize this summer, the activation “Summer Comeback Statements” was born. We created limited-edition merchandise to drive consumer engagement. T-shirts, tank tops and bucket hats were branded with cheeky Absolut Summer Comeback Statements, which were designed by dating expert Serena Kerrigan (“Let’s F*cking Date”) and actress Michaela Jae Rodriguez (“POSE”), who helped sell the collection by attracting their respective fan bases. The merch collection is also part of Absolut's donation to LGBTQ-advocacy group GLAAD. Even as sentiment in the summer shifted as the world re-opened, our message remains clear and relevant, with variations of the virus developing and countries across the world recommending border closures. #MixResponsibly is Absolut’s rallying cry for fans to boldly broadcast their boundaries, openly and honestly. Because no matter how you choose to connect this summer, it's important to acknowledge that everybody mixes a little differently these days. |
| Тип медиа | Анализ ситуации |
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