• by Teresa Buyikian , 4 hours ago

Ironically, Svedka Vodka is using a high-tech mascot to promote the idea of leaving mobile phones and other technology behind when enjoying a night out with friends.

The brand conducted a research study of 2,000 U.S. adults in which the majority said “digital conveniences have cut down on how often people go out socially,” and 65% said people they know use phones to "fill space" during in-person moments. Gen Z seems to be the largest culprit here, with 79% admitting to using their phones frequently in public spaces, with “more than 4 in 5 fake texting to avoid talking to someone in public.”

Thus the brand brought back the Svedka Robot, to remind consumers that “real connection can still happen at the bar.” Originally featured in advertising 12 years ago, the robot will “tackle the problem head-on, autocorrecting boring nights out and re-upgrading the fun.”

"The irony is part of the point, using a robot to help humans act a little less robotic," said says David Binder, senior brand director of Svedka. "This isn't anti-tech, it's pro-real-life connection. We're encouraging people to relive the early-aught days of drinking culture: lift your heads, share a laugh, and rediscover the joy of being together, no emojis required, ideally in person, with a … drink in hand."

The brand launched the Robot’s comeback with the “She's Got a Tab,” campaign, which includes ads and an in-bar experience, with the robot virtually picking up the tab for first drinks.

Created by Sazerac’s in-house team The Shop and produced with Silverside AI, the series of three online YouTube and Meta spots feature the robot in various bar settings, interacting with other robots instead of scrolling social media on the phone. In "Don't Drink and Hard Drive," seen here, the Svedka Robot serves a drink to another robot while dancing in a club, which he happily gulps down. He continues dancing, despite the alcohol seemingly causing him to short-circuit.

Over the past Labor Day weekend, the Svedka Robot sent $15 via Venmo (to cover the first drink at a bar) to 1,000 randomly selected customers who entered via SvedkaBarTab.com. Winners had to “pledge to stay off their phones and be fully present for at least 30 minutes of an IRL experience,” per the brand.

The brand also uncovered in its recent study that more than three in five respondents say they use their phone to avoid eye contact (69%) or speaking to someone they don't know in public (68%), and more than half (54%) "say people make less small talk with strangers today compared to five years ago.”