Any advocacy campaign starts with an rallying cry …. the cause that will ignite the passions and involvement of the target audience. PG Tips did it with “Do your bit”, Dove did it with “campaign for real beauty”, Bisto did it with “aarghh night”. So, have Absolute done it with their new campaign, in an absolute world acts of kindness would act as currency? Last week a number of random acts of kindness were staged in London to seed the campaign.
Not really I hear many of you cry…where’s the role for the product? In defence of the campaign, alcohol is clearly a social product and this plays to this. This campaign also reminds us that in these dark times, little things can make us warm and happy. I guess ultimately, success will come down to whether “random acts of kindness” takes off virally amongst vodka drinkers on a Friday night! I have to say I’m not convinced..but I’ll keep my fingers crossed for a few free drinks over the coming weeks!
