Absolut Responsibility: Vodka Company Promoting Moderation

Just weeks after debuting television advertising during the Grammy Awards, Absolout Vodka is unveiling their "Recognize the Moment" campaign to promote responsible drinking.

From the New York Times - Advertising about drinking responsibly has been appearing for decades. One notable effort — “Know when to say when” — was introduced by Anheuser-Busch in 1982, when the economy was mired in recession.

Responsibility campaigns are considered an effective counterweight to activists who seek to limit or ban advertising for beer, wine and liquor. Now, a best-selling vodka brand is significantly increasing the digital presence of its moderation messages by devoting a section of its Web site to helping drinkers “enjoy with Absolut responsibility.” The moderation messages for Absolut are expected to go live Monday.

For the complete story in the New York Times click here.

To learn more about Absolut's responsibility campaign "Recognizing the Moment" visit their website here.