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Ads We Like: Jesse Tyler Ferguson doesn’t sugar coat his words in Absolut Grapefruit campaign


By Kyle O'Brien | Creative Works Editor

September 17, 2018 | 4 min read

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Absolut Vodka has enlisted Modern Family actor Jesse Tyler Ferguson to literally sing the praises its Absolut Grapefruit flavor. The #NoSugarCoating campaign promotes that the Grapefruit-flavored spirit is made with no added sugar.

Jesse Tyler Ferguson for Absolut

Jesse Tyler Ferguson for Absolut Grapefruit

Ferguson is the star of a series of #NoSugarCoating social videos as well as being the song and dance man for a humorous commercial.

The campaign shows that like vodka, life doesn’t need to be sugarcoated. In the spot, a man is seen getting ready for a dinner party and he tries to show his cooking prowess to his wife. Unfortunately, he has boiled the chicken and it looks bland and hideous. She tries to sugarcoat her response, but in waltzes Ferguson, in a tuxedo, singing as frankly as can be that the message doesn’t need to be sugar coated and that everything the man has prepared on the table “looks disgusting.”

“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 Ferguson. “With the #NoSugarCoating campaign, we’re harnessing that same irreverence by using humor 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 brand’s millennial target – with distribution focused on social platforms including Instagram, Snapchat, YouTube and Connected TV.

“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-flavored vodka with sweet notes and zero sugar.”

Absolut: #NoSugarCoating by 360i

By Absolut

Overall Rating 4/5

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Absolut Vodka is a brand of vodka, produced near Åhus, in southern Sweden. Absolut is owned by French group Pernod Ricard; it bought Absolut for €5.63 billion in 2008 from the Swedish state. Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, and is sold in 126 countries. The alcohol by volume content present in Absolut is 40%.

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