SVEDKA Vodka Asks: ‘R U Bot Or Not?’
NEW YORK, Feb. 26 /PRNewswire/ — SVEDKA, Voted #1 Vodka of 2033, launches its new marketing campaign today with the question: “R U BOT OR NOT?”: A playful challenge to hip socializers and vodka lovers everywhere that references its iconic spokes-bot, SVEDKA_Grl. Coming off a year that saw record breaking sales growth for the brand, the new multi-platform campaign is highlighted by SVEDKA’s first ever TV commercial that features a futuristic take on the ’70′s robot dance. It also marks the CGI debut of the Stan Winston (“Iron Man,” “Terminator,” “Jurassic Park,”)-designed SVEDKA_Grl.
The “Soul Train meets the year 2033″ future/retro themed commercial was directed by Francis Lawrence (whose credits include Lady Gaga’s “Bad Romance” video) and features a cover of the Jackson 5 classic song “Dancing Machine.” The 30 second spot debuts March 1 on E!, Comedy Central, Bravo and FX, with placement in some of these network’s most popular programs, including The Real Housewives of New York, Nip/Tuck, The Daily Show, The Colbert Report, Keeping Up With the Kardashians, Kendra and The Girls Next Door.
“SVEDKA believes that the future is a lot like today… only better,” says Marina Hahn, Senior VP Marketing, Constellation Brands. “With the outrageous combination of the Robot Dance, ‘Dancing Machine’ and our SVEDKA_Grl spokesbot, we found a new way to communicate our brand image; a way that is both premium and fun but doesn’t take itself too seriously.”
Approached like a big budget music video, this special effects rich, high-energy dance spot was a collaboration of top talent. Director Francis Lawrence (Britney Spears’ “Circus,” Justin Timberlake’s “Rock Your Body,” Gwen Stefani’s “What You Waiting For”) teamed with choreographers Rich and Tone Talauega who have worked with the Black Eyed Peas, Madonna, Usher, Pink, Jennifer Lopez, and Michael Jackson, who discovered the dancing duo when they were teenagers.
Seven-time Grammy nominated songwriter and producer, Scott Spock (Britney Spears, Christina Aguilera) and music company Beta Petrol, recorded the futuristic reimagining of “Dancing Machine” for the commercial’s infectious soundtrack. Eight VFX, one of the most creative and respected houses in the industry, created the spot’s hyper real club environment and the first ever CGI rendering of the SVEDKA_Grl fembot. In addition to their work in features, Eight VFX created the visual effects for DAFT PUNK’s world tour and won a Clio Award from their work on the Adidas “Robotic Legs” spot.
SVEDKA’S singular message “R U BOT OR NOT ?” will be supported by out of home billboards in key nightlife corridors, bus shelters, bus sides, taxi tops and phone kiosks in SVEDKA’s core markets: New York, Boston, Los Angeles, San Francisco, San Diego, Fort Lauderdale/Miami and Chicago. Additionally, the brand’s “R U BOT OR NOT ?” messaging will run in local print publications including Time Out NY, New York Magazine, Time Out Chicago, 944 San Diego and Los Angeles, Miami Magazine, Frontiers and Gloss, just to name a few.
Online will be an important media vehicle to drive home the brand message, through banner ads that link to SVEDKA’s Facebook fan page which is a destination point for all SVEDKA content throughout the year, as well as a place where consumers can view the commercial.
SVEDKA will also continue its successful Adult Playground 2033 event series. This year, the brand will tout the BOTTEST bars in New York, Los Angeles, Miami and Chicago, celebrating each venue with a VIP party.
SVEDKA is the fastest growing spirits brand in the world (Impact Databank, January, 2010) and the third largest imported vodka brand in the United States (Impact’s Annual Spirits Study, 2008) behind Absolut and Grey Goose.
SVEDKA has won numerous category awards and accolades, including the Gold Medal for Exceptional Taste and Best Buy (BTI, 2008) and a Gold Medal in the San Francisco World Spirits Competition. SVEDKA’s “cheap chic” positioning provides consumers with a high quality, premium product, hip brand image and an affordable price. SVEDKA is 40% alcohol by volume (80 proof), distilled five times and made from Swedish winter wheat, resulting in a smooth, clean taste. The product is also available in delicious flavors including SVEDKA Clementine, which is recognized by foodies across the country as a stand-out orange vodka entry, SVEDKA Citron, SVEDKA Raspberry, SVEDKA Vanilla and this year’s new flavor entry, SVEDKA Cherry, each 37.5% alcohol by volume (75 proof).