Sazerac Co has recruited actor & singer Victoria Justice to front a digital spot offering a competition winner a presence for their dance moves in a Super Bowl advert for vodka mark Svedka.
Running on Justice’s Instagram channel (below), which has 24.3m followers, the competition invites consumers to “submit their best unique dance moves for a chance to see them in Svedka’s Super Bowl commercial”. The ad, which will run during the broadcast of the game on 28 February, will feature the Svedka “fembot”, which returned to the brand’s marketing activity in August after 12 years away.
In August last year, Justice appeared in a spot fronted by LeBron James for the Lobos 1707 tequila brand.
“This is an exciting moment for Sazerac and Svedka,” said Sazerac CMO Sara Saunders. “Our ad will blend human creativity and dance moves with modern technology; we can’t wait for fans across the world to see it all come to life this February on advertising’s biggest stage.”
Privately-owned Sazerac acquired Svedka from Constellation Brands for an undisclosed fee almost exactly a year ago. According to its new owner, the mark is the “number four vodka brand in the US”, although further details on the ranking were not included with the claim.
