Absolut's #MixResponsibly Campaign Honors the Reluctance to Resume Socializing

The vodka brand expands its 'Drink Responsibly' platform for the Covid era

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Social distancing and masking restrictions may have eased across the U.S., but that doesn’t mean everyone is ready to abandon the practices they adopted during the pandemic. A new #MixResponsibly summer campaign from Pernod Ricard’s vodka brand Absolut encourages communicating openly with friends about your expectations for in-person interactions to make the transition as smooth as possible.

A 15-second TV spot—created in collaboration with agency Ogilvy—urges consumers to “mix with respect” by understanding that while some people are eager to jump back into dating and spending late nights at bars, others might still prefer to stay home and wear masks.

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