FRANCE – Absolut Vodka, a Pernod Ricard brand, has announced its latest responsible drinking initiative, ‘Call It A Night,’ aimed at fostering safety, respect, and personal accountability during nights out.
The campaign seeks to highlight the dangers of excessive drinking, particularly how it can lead to harmful and thoughtless remarks.
The ‘Call It A Night’ campaign encourages individuals to understand their limits and know when to stop drinking, promoting a safe and positive social environment.
The campaign emphasizes that responsible drinking and having fun are not mutually exclusive, urging people to be mindful of their actions to ensure everyone feels comfortable and respected.
“Nights out are perfect opportunities to socialize, and it’s crucial that these environments remain safe and free from discrimination. With our commitment to diversity, inclusivity, and responsible drinking, Absolut is proud to lead the ‘Call It A Night’ movement,” said Debasree Dasgupta, Global Vice-President of Marketing at Absolut.
“Our campaign reminds individuals to drink responsibly while enjoying themselves, fostering safe environments where everyone is respected.”
The campaign will feature engaging social media content and paid digital public displays to promote self-awareness. From July 1-15, Absolut will partner with Transport for London (TFL) to take over Clapham Common tube station with a series of out-of-home (OOH) displays.
Additionally, Absolut has teamed up with Stonewall in the UK to create a training program aimed at making venues safer for the queer community. This training began with All Bar One earlier this year, providing in-person sessions for general managers across various sites.
The campaign also aligns with Pernod Ricard’s broader ‘Drink More Water’ campaign, which aims to reduce alcohol consumption among young people.
This initiative follows Pernod Ricard’s partnership with ecoSPIRITS for the global expansion of circular spirits distribution. This collaboration, initiated after a successful pilot in Singapore in late 2022, aims to promote sustainability in the spirits industry.
With ecoSPIRITS, products are transported in bulk and delivered to hospitality venues in reusable 4.5-litre glass ecoTOTE containers, significantly reducing waste and carbon emissions associated with bottle production and transportation.
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