•Launched Absolut’s Recognize the Moment, the first responsible drinking campaign to focus on behavior change through self-efficacy versus ‘finger shaking’
–Interactive website arms consumers with information to make responsible decisions
–Man on the street videos interviewing consumers at bar describing how they recognize the moment
–Resources to help consumers - mobile app to send reminder SMS message at pre-determined time, Facebook app to poke friends with tips
–Avoid preaching about drinking but working with those that choose to drink – responsible drinking
•Campaign launched with same day coverage in The New York Times
•Within one week:
–3,416 unique site visits
–354 “Text the Moment” messages sent
–215 Facebook fans
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