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Actor Jesse Tyler Ferguson joins Absolut campaign

Absolut Vodka has partnered with Modern Family star Jesse Tyler Ferguson for its No Sugarcoating campaign, which celebrates the launch of Absolut Grapefruit.

Absolut recruited Modern Family star Jesse Tyler Ferguson for its latest campaign

The Pernod Ricard-owned vodka brand is aiming to “tell it like it is, without the sugarcoating” in its latest campaign, as Absolut’s latest flavoured expression launches in the US.

Regan Clarke, brand director, Absolut, Pernod Ricard USA, said: “As a brand, Absolut has always stood for transparency because our vodka has nothing to hide.

“The No Sugar Coating 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.”

The Swedish vodka brand has recruited Ferguson for the campaign, which sees him star in the No Sugarcoating series where the actor “truth-bombs” everyday scenarios.

The seven video spots feature different No Sugarcoating themes during occasions associated with enjoying Absolut Grapefruit, including dinner parties, happy hour, house parties, trivia night and brunch.

Ferguson said: “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.

“With the No Sugarcoating 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.”

The No Sugarcoating campaign will be distributed across social media platforms such as Instagram, Snapchat and YouTube, and will be supported by cross-channel marketing efforts designed to recruit the brand’s millennial target audience.

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