Svedka Takes ‘Fembot’ To TV With New Campaign

Dan Marsteller
Posted: March 1, 2010

Constellation’s Svedka vodka is expanding its signature
‘Fembot’-driven advertising to cable TV as part of a new
multimillion-dollar campaign titled “R U Bot or Not?” Print, online
and outdoor components will also be included in the push. The TV
portion—featuring the Svedka_Grl fembot dancing in a nightclub
scene—kicks off today, with spots on Bravo, Comedy Central,
E! and FX. The ads were conceived by Tom Campbell, head of internal
creative for Svedka, and directed by music video specialist Francis
Lawrence. They are slated to run through mid-April and then return for
an encore in September through most of October.

Svedka, the fastest grower among the U.S. market’s top 25 spirits
brands in 2009—up more than 30%, or nearly 700,000 cases—has
utilized the fembot motif since 2005. “R U Bot or Not?” represents
another step upward in Constellation’s ad spend for the brand—the
campaign’s TV, print, online and outdoor segments account for a spend
of roughly $10 million. According to Kantar Media, the latest figures
available show Svedka’s major media spend was $4.8 million over the
first nine months of 2009, up from $4.5 million in the same period of
2008.

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