TL;DR:
- Absolut uses AI to create cocktails representing Canadian neighborhoods
- The campaign features 22 neighborhoods across Toronto, Montreal, Vancouver, and Calgary
- Imaginary cocktails have unconventional glass shapes, vivid colors, and unique garnishes
- Bartenders from each neighborhood contributed their expertise
- The campaign aims to celebrate the diversity and uniqueness of Canadian neighborhoods
- Canadians can nominate their own neighborhoods to be “mixed” next
- Campaign spurs engagement and opens up new avenues for the brand in mixology
- Demonstrates Absolut’s innovative spirit and commitment to exploring new territories in mixology.
Main AI News:
Absolut, the popular vodka brand, has unveiled its latest Canadian campaign, which utilizes artificial intelligence (AI) to concoct cocktails that embody the unique character of some of Canada’s most vibrant neighborhoods. Despite some of the ingredients being less than traditional bar fare, the “Mix Your Neighbourhood” campaign has created images of cocktails that reflect the aesthetics, mindsets, and values of 22 distinct neighborhoods across Toronto, Montreal, Vancouver, and Calgary. These imaginary cocktails, with vivid colors and unconventional glass shapes and garnishes, are now available on Absolut’s website, alongside their actual recipes, thanks to bartenders from each of the neighborhoods who contributed their expertise.
Source: Brunico Communications
The campaign’s core concept is based on Absolut’s global “Born To Mix” campaign, launched last year, which celebrates the diversity, creativity, and personality of cocktails, as well as the skill and craftsmanship that goes into making them. Caroline Begley, the Vice President of Marketing at Corby Spirit and Wine, the parent company of Absolut, believes that the campaign’s success lies in the way it has combined AI technology with neighborhoods to explore new territories in mixology visually. According to Begley, the goal of “Mix Your Neighbourhood” is to inspire Canadians to appreciate the unique aspects of their communities fully and celebrate the people, places, and culture that make each neighborhood special.
“Mix Your Neighbourhood” has not only created visually stunning and highly localized art for the campaign, but it has also spurred engagement from Canadians by allowing them to nominate their own neighborhoods to be “mixed” next. The campaign has opened up new avenues for the brand to explore the vast and varied world of mixology while providing an opportunity for communities to come together and celebrate their uniqueness. Absolut continues to push the boundaries of what is possible in the world of spirits, demonstrating its innovative spirit and commitment to exploring new and exciting territory in the realm of mixology.
Conlcusion:
Absolut’s “Mix Your Neighbourhood” campaign showcases the brand’s innovative use of AI and localization to create cocktails that reflect the unique character of Canadian neighborhoods. By leveraging technology and the expertise of local bartenders, Absolut is engaging customers in a new and exciting way while celebrating the diversity and creativity of Canadian culture.
This campaign demonstrates the power of personalization and localization in marketing, as well as the potential for brands to use technology to create highly engaging and visually stunning content. Overall, this approach to mixology and marketing provides valuable insights for businesses looking to connect with customers on a more personal level and tap into the diverse and vibrant culture of different markets.
