Nurturing responsible behaviour among students
While confinement prevented events on campus, Pernod Ricard’s 11‑year Responsible Party partnership with the Erasmus Student Network went digital. #SharingGoodVibes, launched in April on Instagram and Facebook, has set out to inspire young adults with positive messages and stories around solidarity and conviviality while reminding them to stay safe, convivial and responsible. Following a live online party with DJ Licious in May, the campaign then spread “Good Vibes in Tough Times” throughout June with a series of interviews with influencers and ambassadors.
#SharingGoodVibes is spreading positive messages and solidarity among young people. It’s a great example of how business and civil society can inspire responsible behaviour together, ” says Kostis Giannidis, President of Erasmus Student Network.
Raising awareness among our consumers
As people are looking to identify more and more with the brands they buy, Pernod Ricard has a unique platform to raise awareness on responsible drinking among consumers. Absolut, a brand known for building purposeful campaigns, recently sought to get its customers talking and thinking about the link between responsible drinking and consensual, safe sex.
Working closely with the Rape, Abuse and Incest National Network (RAINN) in the United States, Absolut launched the Drink Responsibly, #SexResponsibly » campaign on Valentine’s Day 2020. Using the chronology of a date to break down different stages
of consent, this multi-channel campaign made it clear that sex without consent – which sometimes is related to the misuse of alcohol – is sexual assault. The campaign leveraged the power of social media and celebrity influencers to drive conversation,
while deploying digital ads on dating apps used by young adults, and displaying the message, « Only a Yes to Sex is a Yes » on the billboards of Times Square.
« We have to be bold with our brands. With #SexResponsibly, we embarked on an audacious and ambitious plan with everyone clearly behind it. »
Ann Mukherjee,
Chairwoman and CEO,
Pernod Ricard North America