Pernod Ricard's Absolut Vodka has launched a multichannel campaign using mobile, interactive video and social networks to promote responsible drinking.

Absolut's "Recognize the Moment" campaign gives consumers easy-to-use tips and tools that can be used to help make responsible decisions. Promoting the responsible consumption of alcohol is of paramount importance to Absolut.

"[The] ?Text the Moment' [aspect of the campaign] is a simple way to plan ahead so you can be sure to drink responsibly," the campaign's microsite explains. "Just enter your mobile number, write a short message to yourself and schedule a delivery time.

"It may be just the reminder you need to remember to order water throughout the evening, or to hold off on dialing your ex at 2 o'clock in the morning," it says.

Pernod Ricard is a spirits and wine company.

In addition to Absolut, Pernod Ricard's leading brands include spirits such as The Glenlivet Single Malt Scotch Whisky, Chivas Regal Scotch Whisky, Jameson Irish Whiskey, Wild Turkey Bourbon, Seagram's Extra Dry Gin, Beefeater Gin, Plymouth Gin, Martell Cognac, Malibu flavored Rum, Kahlúa Liqueur and Hiram Walker Liqueurs.

Legal drinking aged consumers are encouraged to visit the Recognize the Moment Web site at http://www.absolut.com/recognizethemoment.

Once on the site, consumers can Text the Moment and send themselves a personalized text-message reminder to consume responsibly.

Additionally, legal-aged drinkers can become fans of Recognize the Moment on Facebook and poke their network of friends with a reminder to enjoy Absolut responsibility.

The Web site also has a video library, where guests can watch testimonials from individuals around the country sharing tips on how they Recognize the Moment to prepare and act responsibly while drinking.

The site also lets visitors read data compiled from several expert organizations about moderate drinking standards in countries across the globe and the influence of physical characteristics on how alcohol can affect them.

This isn't the first time a vodka brand has used the mobile channel.

In 2007, Smirnoff Vodka took its first shot at mobile.

The liquor giant used the mobile channel for branding, customer engagement, entertainment and affinity -- all in an effort to provide relevant information to audiences.

The mobile campaign gave users a Bar Finder option, which let them find bars in their area. Smirnoff recommended places and even advised on what drinks to have that are made with its vodka (see story).

In August, the E! Entertainment network, Sean "Diddy" Combs and Ciroc Ultra Premium Vodka teamed up for a public action campaign to encourage responsible drinking.

The E! "Drive Safe Campaign" was publicized on the cable network via television spots featuring performers and actors such as Diddy, Eva Longoria, Tommy Lee, Wilmer Valderrama, Gabrielle Union, Hugh Heffner's girlfriends from "The Girl's Next Door" and personalities from the "The Daily Ten."

The TV commercials asked viewers to text the keyword Drive Safe to 37373 to receive taxi information in their area. This aspect of the campaign provided viewers with a resource to make a positive social change (see story).

"Drinking responsibly is about being cognizant of the moment in time when you have a choice to make, and being prepared to make a responsible decision," said Tim Murphy, vice president of marketing for the Absolut brand and vodka portfolio in the United States.

"Through Recognize the Moment, we're using new media to provide people with information, tips and tools so that if they chose to consume alcohol, they can do so with Absolut responsibility," he said.