This Valentine’s Day, Absolut offered a sobering message. Only a ‘yes’ to sex is a Yes.
That message by BBH Singapore was housed in statements such as, Making out in the cab doesn’t make it a yes and Buying someone a drink doesn’t buy you sex.
For the Sex Responsibly campaign, the Pernod Ricard brand teamed up with US anti-sexual violence group, the Rape, Abuse & Incest National Network (RAINN), to “raise volume around the topic of consent and dispel ambiguities in and out of the bedroom.’
The campaign is running in print, digital, social and out-of-home, supported by content from a roster of influencers.
“Absolut has a long and authentic history as a cultural provocateur. We’ve never shied away from topics, personalities, communities or conversations that pave the way to a more open and inclusive world,” stated Jonas Tåhlin, chief marketing officer of Pernod Ricard USA.
Absolut donated US$1to RAINN on Valentine’s Day for every retweet or share its campaign achieved on social media.
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