Absolut doesn't sugarcoat it in videos promoting new grapefruit flavor

Dive Brief:

Absolut vodka launched #NoSugarCoating, a new campaign featuring actor Jesse Tyler Ferguson and promoting the new Absolut Grapefruit flavored vodka, which is made with no added sugar, the company announced via news release.
As part of the campaign, Absolut is unveiling a series of 10- and 30-second videos each featuring Ferguson “truth-bombing” awkward everyday scenarios and singing through the sugarcoating to tell it like it is. In one spot, he crashes dinner party preparations to tell the party’s host that his boiled chicken doesn’t look good. Other video themes include happy hour, house parties, trivia night and brunch.
#NoSugarCoating will include cross-channel marketing targeting millennials. Content will be distributed via Instagram, Snapchat, YouTube and Connected TV. Recipes for Absolute Grapefruit cocktails are available online, and fans can follow the conversation on Facebook, Instagram and Twitter.

Dive Insight:

The humorous #NoSugarCoating messaging is promoting transparency, authenticity and living one’s true self, which could help Absolut win over millennials, who are looking for more authenticity in ads. Leveraging humor is a good way to drive viral sharing of the content on social media while tapping Ferguson, an LGBTQ-rights advocate known for his Emmy-nominated role on the sitcom “Modern Family,” could also resonate with consumers who are expecting brands to feature more diversity in their ads.

Absolut was recently ranked as one of the most LGBTQ-friendly brands, according to a study by digital lifestyle magazine INTO and Brand Innovators. The report also revealed that 35% of consumers say they are more likely to purchase from brands featuring LGBTQ themes and people in their marketing, and a brand’s reputation for being LGBTQ-friendly (or not) influenced purchases for 70% of those surveyed.

The launch of Absolut’s new grapefruit-flavored vodka with no added sugar and locally sourced ingredients is part of a trend to create products that are lower in sugar, calories and alcohol that other spirits brands have embraced to attract health-conscious millennials, who care about the ingredients in their food and drinks. Ketel One unveiled a line of botanical vodkas in May with no added sugars, artificial flavors or sweeteners and just 73 calories per serving.