As important as money is, the message is even more important.
Every 73 seconds someone in the U.S. is sexually assaulted. And often the assault occurs after misusing alcohol. That’s why Ann Mukherjee, CEO of Pernod Ricard USA, thinks it’s important for alcohol brands to take a stand on consent.
“We want to start a dialogue on what it truly means to drink responsibly,” she says, adding:
“The conversation is, very simply, that everyone has the right to drink and have safe sex, but it starts with consent.”
So Absolut has funded a new series of ads that follow the progression of a date, highlighting those places where consent can be misinterpreted or misconstrued. Each carries the message, “Only a Yes to Sex is a Yes.”
“Binge-Watch and Chill? Not a Yes,” one ad says. “Buying Someone a Drink Doesn’t Buy You a Yes,” adds another one.
In researching the campaign, Pernod Ricard found that 61% of consumers21-30 years old believe companies can play a critical role in tackling the issue of consent. The campaign, of course, ties into broader efforts to promote responsible bev/al consumption.
In addition to home, print, digital and social advertising, every time the ads were reposted or retweeted, Absolut donated a dollar to RAINN (Rape, Abuse and Incest National Network to help train people who man the national abuse hotline. The campaign is expected to run at least through the end of June. Mukherjee has agreed to serve on RAINN’s national leadership council.