In a bold marketing move, vodka brand Svedka is set to reignite controversy by resurrecting its infamous robotic spokesperson, the Fembot, for a commercial during this year's Super Bowl. The decision marks the character's first appearance on American television in over a decade.
A Controversial Comeback
Svedka confirmed on Wednesday that it has purchased a coveted advertising slot for the big game. The brand's chief marketer, Sara Saunders, is spearheading the return of the Fembot, a woman-like robot whose previous campaigns from 2005 to 2013 were criticised by outlets like the BBC as being 'sexist'. Svedka, however, has consistently denied the character was designed to be provocative.
'The Fembot has always been a fun, ownable part of Svedka's story,' Saunders told the Daily Mail. She explained the intent is to 'have fun, be a little irreverent' and use the irony of technology instructing humans while resembling them to create a compelling tension.
Zagging While Others Zig
The advertisement arrives at a sensitive time for the alcohol industry. Many brands have adopted a cautious approach following the severe backlash against Bud Light last year, after its campaign featured a transgender influencer. Svedka, under its new parent company Sazerac, is deliberately taking a different path.
The company is leaning into a campy, tech-infused aesthetic and has hired Silverside, an AI-focused creative agency, to resurrect the Fembot for television. Silverside previously sparked debate for producing an AI-generated Christmas advert for Coca-Cola. Sazerac, which also owns Buffalo Trace and Fireball, purchased Svedka from Constellation Brands in January 2025 after years of declining sales and believes the risk is justified as part of a broader brand revival.
BroBots and Human Connection
Saunders revealed that the Fembot will not return alone. She will be joined by a male-ish counterpart named the 'BroBot'. Together, the robotic duo will promote a message encouraging human connection and socialising, perhaps over a drink at a bar.
'In a time when people are socialising less than ever, the Fembot has returned to remind us all to be a little more human,' Saunders stated. When addressing past allegations of sexism, she emphasised the brand's willingness to take creative risks. 'After all, you don't get to be the number one vodka of 2055 without making some big, bold bets!' she added.
Saunders claims Svedka is already profitable again and views the Fembot's high-profile reboot as a 'signal flare' for the brand's turnaround, criticising previous owners for not using the memorable character. The Super Bowl spot is clearly designed to announce that Svedka is back and ready to challenge the status quo.
