Smirnoff collaborates with Ted Danson, Jenna Fischer, and Jonathan Van Ness to announce that its No. 21 is now a non-GMO vodka.

Smirnoff has teamed up with two television personalities, Ted Danson and Jenna Fischer, to announce the inclusion of non-GMO grain—specifically corn—in the making of its No. 21 variant. Despite the new development, the product, which has always been a gluten-free vodka, will retain its suggested retail price.

To promote the message, Smirnoff has added to its recently rolled out Welcome to the Fun% initiative with the release of a brand video starring both Hollywood icons. Delivering a cheeky theme, the spot shows Fischer playfully swooping in to steal Danson’s thunder. Now online, it will soon air on television.

A re-imagined design has been incorporated and includes a non-GMO status necker as well as characteristics to enable the Smirnoff bottle to stand out more prominently on shelves. To stir up buzz, Jonathan Van Ness made an appearance at an interactive launch party hosted by the company in New York City.

The upcoming commercials will also feature LGBTQ advocate and actress, Laverne Cox, alongside comedian, Nicole Byer. A series of out-of-home ads are slated for release in New York, Chicago, and Los Angeles. Social media activity will feature YouTuber, Toddy Smith; Chef Amanda Freitag; and others.

“We have always prided ourselves on being a quality vodka for everyone. The decision to go non-GMO with our base vodka without raising the price of our product is another way that we are building on that long-standing brand promise,” said Jay Sethi, Smirnoff Vice President at Diageo North America.

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