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Sweden: Absolut vodka launches responsible drinking campaign

10 March, 2009

Pernod Ricard’s Absolut vodka brand has launched a responsible drinking campaign.

Pernod Ricard’s Absolut vodka brand has launched a responsible drinking campaign.

‘Recognize the Moment’ features tips and tools to make responsible decisions when consuming alcohol. It is being promoted though interactive mobile, video and social networking channels.

The Absolut Company CEO Ketil Eriksen said: “By leveraging the innovative nature and iconic influence of the Absolut brand, we believe that we can help consumers think about responsible drinking in a truly unique way.”

Legal-age consumers are being encouraged to view the brand through Facebook, send themselves personalised responsible drinking messages, get recipes for alcohol free drinks and research video clips for responsible drinking tips. See www.absolut.com/recognizethemoment for more information.