For nearly 40 years, Absolut has taken action to inspire a world of inclusivity, diversity and openness. Because life, like vodka, doesn't need to be sugarcoated. When Absolut Vodka launched Absolut Grapefruit – its latest citrus-flavored vodka made with no added sugar – it was the brand’s biggest innovation in nearly two years. To celebrate the new flavor and highlight how Absolut Grapefruit “keeps it real” in a world of hidden ingredients, we worked with Emmy-winning actor Jesse Tyler Ferguson (who plays Mitchell on ABC’s hit sitcom “Modern Family”) on a series of hilarious short-form spots that remove the sugarcoated filters from relatable social scenarios. As a bold and original personality on and off screen, Ferguson was the perfect ambassador to sing (show tune style, of course) through the unfiltered responses that tell it like it is.

Sugarcoating. We don’t believe in it.

In a world weary of fake news, Absolut Grapefruit is on a mission to tell it like it is, without the sugarcoating. Designed to target Absolut’s millennial base, these quick and punchy 10-second spots feature actor Jesse Tyler Ferguson dropping “truth bombs” in a perfect pitch during sometimes-awkward everyday encounters – think: online dating, company happy hours, tacky house parties and run-ins with influencer wannabes.

The brief and biting shorts were supported by cross-channel marketing efforts, with distribution focused on mobile consumption on Instagram, Snapchat, YouTube and Hulu. Since launching on September 17, 2018, the campaign has generated more than 38.7 MM earned media impressions, with a Media ROI of $2.6 MM, and has contributed to Absolut Grapefruit sales tracking to meet targets for the year with over 45K cases sold through in the first five months.