Absolut has launched a new campaign in Canada with the help of artificial intelligence (AI), building cocktails specific to individual neighbourhoods.
Developed in collaboration with creative agency Ogilvy, the ‘Mix Your Neighbourhood’ campaign saw creatives enter neighbourhoods’ characteristics into AI to create cocktail artwork. Specific cocktails were then built by bar tenders based on AI developments.
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“Absolut was born to mix – and it’s usually mixed in the most iconic neighborhoods across Canada. Inspired by their eclectic nature, we asked ourselves, ‘If your neighborhood was a cocktail, what would it look like?,’” Ogilvy Canada chief creative officer Francesco Grandi said in a statement to The Drum.
“We believe that AI can unlock a new level of creative and strategic potential for innovative brands like Absolut, allowing them to evolve alongside culture and to show up and delight audiences everywhere.”
Corby Spirit and Wine vice-president of marketing, Caroline Begley, told The Drum: “Absolut Vodka is always exploring new ways to live its ‘Born To Mix’ mandate, and actively seeks opportunities to approach creativity beyond what you can see, but what you can imagine.
“‘Mix Your Neighbourhood’ is an example of how the brand is taking the unique ingredients and traits of Canadian neighborhoods and making the unreal real by creating first-of-its-kind visual cocktails using AI,” she went on to say. ”By mixing up neighbourhoods across Canada, we hope to not only inspire new approaches to mixology but also foster a deeper connection with Canadians in the communities we serve them.”
