Pernod Ricard-owned The Absolut Company has launched a responsible drinking campaign.

'Recognise the Moment', which tells consumers it's "important to drink responsibly", will be marketed through interactive mobile, video and social networking channels, giving 'tips and tools' for making responsible decisions, the company said today (10 March).

"Promoting the responsible consumption of alcohol is of paramount importance to Absolut Vodka," said Ketil Eriksen, Absolut CEO.

"By leveraging the innovative nature and iconic influence of the Absolut brand, we believe that we can help consumers think about responsible drinking in a truly unique way."

The vodka company, which was bought by Pernod Ricard last year as part of the French firm's takeover of state-controlled Vin & Sprit, has also produced a web site - www.absolut.com/recognizethemoment as part of the campaign.

"Through Recognise the Moment, we're using new media to provide people with information, tips and tools so that if they choose to consume alcohol, they can do so with responsibility," said Anna Malmhake, global brand director for Absolut.