Absolut’s #MixResponsibly Campaign Honors the Reluctance to Resume Socializing


The vodka brand expands its ‘Drink Responsibly’ platform for the Covid era

Social distancing and masking restrictions may have eased across the U.S., but that doesn’t mean everyone is ready to abandon the practices they adopted during the pandemic. A new #MixResponsibly summer campaign from Pernod Ricard’s vodka brand Absolut encourages communicating openly with friends about your expectations for in-person interactions to make the transition as smooth as possible.

A 15-second TV spot—created in collaboration with agency Ogilvy—urges consumers to “mix with respect” by understanding that while some people are eager to jump back into dating and spending late nights at bars, others might still prefer to stay home and wear masks. The effort is part of Absolut’s larger “Drink Responsibly” platform, adding awareness of social boundaries to the traditional messages about overconsuming alcohol. The effort will also feature digital and social activations.

Absolut is also partnering with Pose star Mj Rodriguez and dating expert Serena Kerrigan to produce a limited-edition #MixResponsibly apparel collection featuring shirts, bucket hats and tanks. The items feature irreverent lines with boundary-setting sentiments such as “I liked you better 6FT apart” and “Ask now. Mix later.”

The effort is based on the results of a recent survey conducted by KRC Research that revealed that 94% of Americans are still practicing some form of social distancing, with 62% saying they’re doing so often or always. While 59% of Americans under the age of 35 plan to go on in-person dates this summer, 47% of those respondents don’t expect to talk about social distancing expectations. The study also found that 71% of Americans spent time in social settings in the past two weeks, with restaurants being the top destination.

This article first appeared in www.adweek.com

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Samantha Nelson

Samantha Nelson is a freelance writer for Adweek covering advertising and brand creativity.

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