Svedka, the vodka brand acquired by Sazerac, will make its advertising debut at the 2026 Super Bowl with an innovative ad that combines vodka and robots. This spot, featuring the brand’s mascot, Fembot, is expected to be a key element in revitalizing Svedka’s image, which has not had advertising in nearly a decade.
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The creation of the advertisement was quite unique, as it was produced and animated with the collaboration of the agency Silverside in San Francisco, specialized in artificial intelligence. Sara Saunders, CMO of Sazerac, highlighted that the use of AI not only modernizes the brand but also seeks to generate human emotions at a large-scale advertising event. “We need to ensure that consumers understand who the brand is and feel emotionally connected”, stated Saunders.
As part of this campaign, actress and singer Victoria Justice will invite followers to participate in a dance competition where they can submit their moves. This strategy aims to attract a younger audience and generate greater brand recognition among those who have not been exposed to Svedka before. Entries will be open until December 14, with a prize of $10,000 for the winner, who will be selected by Justice.
Svedka marks a milestone by being the first vodka brand to advertise in the Super Bowl since at least 1989, following the breakup of AB InBev’s monopoly in 2022. Sazerac sees this opportunity as the perfect occasion to boost Svedka in a competitive market, especially after the brand experienced a significant decline in popularity. “We are making big bets to make Svedka the number one vodka by 2055”, concluded Saunders.