For the first time in decades, vodka will return to Super Bowl ad breaks, as Svedka nabs a coveted 30-second slot just after halftime in February’s Big Game. This isn’t just Sazerac flexing its distribution muscle—CMO Sara Saunders says the vodka brand, which had been sliding, is back on the upswing since their 2024 acquisition. With Anheuser-Busch no longer monopolizing alcohol airtime during the Super Bowl, Svedka’s entering the fray with a mission: reignite brand love and recruit a new wave of drinkers.
The centerpiece of the campaign? A revived and AI-enhanced version of the “Svedka Fembot,” an old brand character now learning new moves—literally. Users on TikTok and Instagram are invited to submit dance routines via contest, with the winner’s choreography performed by Fembot (and “BroBot” companion) onscreen during the broadcast. The animation itself leans on artificial intelligence from AI content shop Silverside—the same folks who helped Coca-Cola stir up mixed reactions last year—but Sazerac insists this tech-assisted creative process has demanded more human effort, not less.
With Victoria Justice lending celebrity support and fans over 21 encouraged to shake it for brand glory, the ad aims to fuel online chatter and tap Gen Z interest. At a reported $7 million for a 30-second slot, Svedka is betting heavily that robots and reels will outshine chips and beer this year.
Read more at Variety.
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[…] AI-generated celebrities or spokesbots—even when the AI origin is disclosed. That won’t stop Svedka’s bet: the vodka brand is rolling out an all-AI ad starring its resurrected Fembot mascot, with help from […]