This Valentine’s Day, Absolut wants to remind consumers of the importance of sexual consent—even after they’ve had a drink—by unveiling its new “Sex Responsibly” campaign.
To launch the initiative, the Swedish vodka maker teamed up with the Rape, Abuse & Incest National Network (RAINN), a U.S.-based anti-sexual violence group, to “raise volume around the topic of consent and dispel ambiguities in and out of the bedroom,” the brand says in a statement.
The campaign, from BBH Singapore, uses a series of clever slogans to clarify what some might perceive as gray areas around consent, including “Making out in the cab doesn’t make it a yes” and “Only a ‘Yes’ to sex is a yes.”