Online & Digital
Issue 49 | December 2018
BackgroundWhen 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.
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
Subscribe to Directory
Subscribe now and get instant online access to our 2,500+ articles
Inspiration via Email