While sexual consent and alcohol are not a commonly co-branded duo, Absolut hit the internet with a new #SexResponsibly campaign. Confronting the stereotype of alcohol’s effect in sexual assault and misconduct, Absolut released a series of ads within the campaign. One of the most notable was “Buying someone a drink doesn’t buy you a Yes.” which is a smart play for the company.
The article reviewed statistics of the interplay between alcohol and sexual assault, citing it as the “most common drug” involved in over half of all recorded cases of sexual assault. Absolut furthers their mission by committing to donate $1 to RAINN, the nation’s largest anti-sexual-violence organization, every time that the campaign is shared.
While we have seen countless alcoholic beverage companies confront the issue of driving under the influence with messages like “Drive responsibly”, this is one of the first to confront sexual assault. It will be interesting to see the public reaction to this bold campaign.