Sazerac Co has revived the robot mascot for its Svedka vodka brand after more than a decade away, as part of a US marketing initiative.
The campaign, titled ‘She’s Got a Tab’, launches on 28 August ahead of the Labor Day weekend. Svedka will cover the cost of a first drink for 1,000 consumers nationwide, offering US$15 via Venmo to selected entrants who submit a group photo online and “pledge to stay off their phones and be fully present for at least 30 minutes”.
The first spots, titled ‘Don’t Drink and Hard Drive’ and ‘Thirst Trap of the Future’ (above), are currently airing on YouTube and Meta platforms.
First introduced in 2005, the robot mascot last featured in 2013. Its return has been developed by Sazerac’s in-house agency, The Shop, with production support from Silverside AI.
Sazerac acquired the vodka brand in December last year from Constellation Brands for an undisclosed fee.
