Absolut Vodka campaigns to ‘Call it a Night’

Pernod Ricard-owned Absolut Vodka has launched the Call it a Night campaign to promote responsible drinking.

Following Pernod Ricard’s Drink More Water campaign, Absolut’s Call It A Night is designed to promote safety, respect and personal accountability on nights out.

This includes knowing your limits and recognising when to draw the line to ensure responsible drinking.

The campaign also aims to educate consumers about one of the pitfalls of excessive consumption: verbal abuse.

“Nights out present the perfect opportunities to mix, and it is incumbent upon each of us to ensure these environments are safe and free from discrimination. With our longstanding commitment to diversity, inclusivity, and responsible drinking, Absolut is proud to spearhead the ‘Call It A Night’ movement,” said Debasree Dasgupta, global vice-president of marketing at Absolut.

“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.”

The campaign will include eye-catching content to encourage self-awareness on social media and in paid digital public displays.

From 1-15 July, Absolut will partner with Transport for London (TFL) to take over Clapham Common tube station with a series of out-of-home (OOH) displays.

Absolut has also partnered with Stonewall in the UK to create a training programme to make venues safer for the queer community. The training started with All Bar One earlier this year, offering in-person sessions for all their general managers across sites.