Pernod Ricard is a French company that owns and distributes alcoholic beverage brands like Absolut vodka but does not produce the products. Absolut vodka's brand purpose is to create a more open world and its essence is an authentic vodka that is passionate about inclusivity. Gender stereotypes developed historically in Belarusian culture but young people today are more open-minded and seek acceptance in a more inclusive world free of stereotypes.

2. PERNOD RICARD IS A FRENCH
COMPANY THAT DISTRIBUTES
ALCOHOLIC BEVERAGES, REPRESENTED
IN BELARUS BY
PERNOD RICARD MINSK
SO, WE ONLY OWN AND DISTRIBUTE
DIFFERENT ALCOHOL BRANDS AND
PRODUCTS, BUT WE DON'T PRODUCE IT
ABSOLUT VODKA IS A BRAND OWNED BY
PERNOD RICARD
BRAND PURPOSE: CREATE A MORE OPEN
WORLD
BRAND ESSENCE: AUTHENTIC VODKA,
PASSIONATE FOR INCLUSIVITY
COMMUNICATION PLATFORM: WE ARE ALL
HUMAN

3. Sex and gender are different concepts. Sex is a biological fact, but gender is a
social phenomenon. Gender stereotypes were historically developed in Belarus
(and world) culture. Gender stereotypes kill equal visibility, empowerment,
responsibility, and opportunity of participation of both sexes in all spheres of
public and private life
In Belarus gender roles and gender stereotypes are assigned to boys and girls
by parents from their childhood. But at the same time, modern young people
are open to studying the problems of the modern world and themselves. It's
important for their generation to be yourself

4. 18-25, GENDER WHATEVER
AGILE AND OPEN, FREE SPIRITED
PURSUING HAPPINESS AND SEEKING POSITIVE CHANGE
WANT TO LIVE IN A MORE OPEN AND INCLUSIVE WORLD
SEEK FOR ACCEPTANCE AND COMPASSION
AT THE SAME TIME THEY WERE RAISED IN STRONGLY STEREOTYPED
SOCIETY, AND THEY FEEL THE PRESSURE OF THESE GENDER STEREOTYPES.
THEY PLAY AN IMPORTANT ROLE IN THEIR LIVES, PERCEPTION OF
THEMSELVES AND PEOPLE AROUND THEM

5. I WANT TO GET RID OF
STEREOTYPED PATTERNS IMPOSED
FROM CHILDHOOD, BUT I FEEL
PRESSURED BY SOCIETY AND MY
PARENTS, THAT’S WHY I PLAY
SOCIALLY ACCEPTED ROLE

6. UNWRAP YOURSELF FROM
GENDER STEREOTYPES

7. We create the world's first gender-neutral vodka: colorless, odorless.
This is a drink with millions of variations of cocktails, which provides a
choice to you. You decide, what you drink, what you taste and what
color you have. And no matter who drinks it: either men or women
Our bottle of gender-neutral vodka will be a metaphor for liberation
(and unwrapping) from gender stereotypes.
We create two types of unique bottle designs using thin film.
We design it in two colors - blue and pink. One bottle is dedicated to
male stereotypes, the second - to female.
Each bottle has a small label that allows you to open the film.
Under the film there is a purple, transparent, gender-neutral Absolut
Neutral bottle.

9. Landing page with the explanation of the gender stereotype
problem and with fine advises to the audience
Digital campaign including social media, partnership with
online media and collaboration with relevant influencers
Campaign activation in trade (POSm in retail)

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