No Sugarcoating

Background

When Absolut launched Absolut Grapefruit – its latest citrus-flavored vodka made with no added sugar – it was the brand’s biggest innovation since the launch of Absolut Lime. To make a splash at launch, the brand set out to embrace the fast-growing popularity of citrus flavors while also tapping into its identity as “The Vodka With Nothing to Hide.” Thus the #NoSugarcoating campaign was born. It turns out that life, like Vodka, doesn’t always need sugarcoating.