With an emphasis on retaining a “safe and positive social environment” when consuming alcohol, ‘Call It A Night’ will run in the country from 1 to 15 July. The push features social media and paid-for digital activities alongside a brand ‘takeover’ of the London Underground station, Clapham Common.
Financial details were not disclosed.
Another aspect of the campaign is to promote the consumption of water on a night out “to ensure a good time for all”. Three months ago, Pernod Ricard relaunched ‘Drink More Water’, an activation that is targeting a raft of markets, building on the 60-market presence of last year’s iteration.
“Our campaign not only reminds individuals to drink responsibly but that doing so and having fun are not mutually exclusive, encouraging them to be conscious of their actions and build safe environments where everyone feels comfortable and respected,” said Absolut’s global marketing VP, Debrasee Dasgupta.
Almost exactly a year ago, Absolut fronted a trial of a paper-based, full-size bottle for three months in the UK.
