ABSOLUT
STRATEGY
Absolut wanted to take a stand on the topic of consent. With 69% of sexual assaults involving alcohol use by the perpetrator, Absolut wanted to generate positive attention by leaning into the apparent contradiction of a spirits brand taking a stand for consent.
Ask: Shock the Absolut brand back to life by showing that the brand stands for a more progressive future.
Insight: “Quiet” isn’t sexy. Letting your partner know how you feel during sex is part of a great experience.
Strategy: We all have a right to great sex, and great sex only starts with a loud and pronounced, “yes!”
Concept: Drink responsibly. Kink responsibly. Absolut.
IN LESS THAN 24 HOURS, THIS CAMPAIGN:
reached 20 million on paid media
had ~80K engagements on paid media
received 8.5K+ retweets/comments on the donation posts across Facebook, Instagram, and Twitter
was reposted/shared by 19 influencers (including Lizzo and Olivia Wilde)
received 9 earned media articles (view Ad Age here)
Creative work by DDH Singapore