Global Vodka brand Absolut is encouraging consumers to not only drink responsibly but also #LoveResponsibly, via a digital campaign, TV, and a consumer social call-to-action.
Research done by the brand has found that nearly 40% of Americans have said their closest loving relationships are strained by the pandemic, with the highest number among Millennial and Gen Z respondents — 52% of Gen Z-ers, 43% of millennials, and 44% of Gen X-ers, compared to 29% of baby boomers.
Yet, the majority of people surveyed still want to celebrate love, with 81% of Americans saying that celebrating Valentine’s Day is just as important, or even more important, than last year.
Starting Feb. 12, consumers will be invited to share social video, imagery and text. Select stories using the #LoveResponsibly hashtag will be featured in the Absolut campaign that will run through mid-March.
“Whether that love is with an intimate partner, family, friend, pet, or even your relationship with yourself, we want to learn and share the many ways that people of all backgrounds love responsibly,” according to the company. “Consumers can share their answers as written text, video or image with #LoveResponsibly and @AbsolutVodka.”
For more information on Absolut, go to absolut.com