Absolut Teams with Jesse Tyler Ferguson to ‘Stop the Sugar Coating’ in Celebration of New Absolut Grapefruit

Absolut Vodka, the #1 imported vodka in the US, unveils its #NoSugarCoating campaign to celebrate its latest flavoured vodka – Absolut Grapefruit – made with no added sugar. With the help of actor, from Emmy-award winning series Modern Family, Jesse Tyler Ferguson, Absolut is proving just how refreshing transparency can be with a series of #NoSugarCoating social videos that remove the sugarcoated filter and offer a fresh perspective on everyday life.

In a world weary of fake news, Absolut Grapefruit is on a mission to tell it like it is, without the sugarcoating. For nearly 40 years, Absolut has taken action to inspire a world of inclusivity, diversity and openness – where everyone feels free to be their true self. Because life, like vodka, doesn’t need to be sugarcoated. Made with water, locally sourced winter wheat and natural grapefruit flavour, Absolut Grapefruit offers a fresh fruity taste with no added sugar.

“As a brand, Absolut has always stood for transparency because our vodka has nothing to hide,” said Regan Clarke, Brand Director, Absolut, Pernod Ricard USA. “The #NoSugarCoating campaign is a tongue-in-cheek reminder that sugarcoating usually comes with a hidden truth, and we want consumers to know exactly what they’re getting with every new addition to the Absolut portfolio – with Absolut Grapefruit, that means a beautifully bright, grapefruit-flavoured vodka with sweet notes and zero sugar.”

Absolut Grapefruit, with the help of actor Jesse Tyler Ferguson, is unveiling the #NoSugarCoating series, where sometimes-awkward everyday scenarios – like telling a loved one his or her boiled chicken looks, well, gross – are truth-bombed by Ferguson. As a bold, audacious and original personality, on- and off-screen, Ferguson was the perfect partner to sing through the sugarcoating with humorous responses that tell it like it is.

“I’ve always felt a connection with Absolut because it was one of the first brands I knew showing support for the LGBTQ community, back when it wasn’t necessarily en vogue,” said actor Jesse Tyler Ferguson. “With the #NoSugarCoating campaign, we’re harnessing that same irreverence by using humour to inject more honesty and less sugarcoating in day-to-day life – something that I think is super refreshing and relevant in society today.”

Featuring a mix of 10 and 30 second spots, the series of seven short form videos feature different #NoSugarCoating themes during occasions authentic to enjoying Absolut Grapefruit, including Dinner Parties, Happy Hour, House Parties, Trivia Night, Brunch and beyond. The #NoSugarCoating campaign will be supported by cross-channel marketing efforts – designed to recruit the brands millennial target – with distribution focused on social platforms including Instagram, Snapchat, YouTube and Connected TV.

Absolut Grapefruit is the brand’s biggest innovation since the successful launch of Absolut Lime in 2016, which reflects the fast-growing popularity of citrus flavours. As the vodka with nothing to hide, Absolut believes the secret behind creating better vodka is not having any secrets. With a production philosophy as transparent as its bottle – every drop of water and every seed of winter wheat in Absolut Vodka is locally sourced, distilled and distributed within a 75-mile radius of a small village named Åhus, Sweden.

Absolut Grapefruit is available nationwide in the US for an MSRP of $19.99 (750ml) and $24.99 (1L).

Source: Pernod Ricard

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