Maybe the attraction factor in mechanical models wore thin after a while, but the vodka enthusiasts at Svedka have decided to indefinitely bench their sexy ‘fembot’ as the company’s brand icon.
A metallic she-robot modeling the company’s vodka products in commercials and ads for several years, the Svedka fembot is reportedly being replaced with a tighter focus on product-related marketing.
“I think she’s worked very hard for us and she's played a very key role," Diana Pawlik, Svedka VP of marketing, told Ad Age. "But right now the focus is about the character of the flavor and the character of the experience from enjoying and indulging in the new flavors." ‘Right now’ – indicating the robot may eventually come out of retirement if and when the firm finds a place for her.
Svedka’s concurrent step away from TV-based marketing is also likely a reason for the company’s decision to suspend their famous humanoid. The company is eyeing “digital and out-of-home” ads, according to Advertising Age, which are less conducive to brands whose approach hinges on motion.
Diana Pawlik officially assumed Marketing VP for Svedka in August of 2012. The new official is obviously not without hesitation to adapt, but will surely remain consistent with the longtime visions of the company.
With all the flash of today’s commercials, TV admittedly makes it “more difficult to stand out,” according to Pawlik. And though the artificial beauty was only couched for an advertising plan, the company believes it provides more opportunity for differentiation, Svedka’s fembot was not without protest. The manufacturer’s often racy taglines were thought to polarize a demographic that makes profit dicey, turning almost as many people off as they do on.
Assuring customers of simply its desire to promote new flavors – such as “Orange Cream Pop” – Svedka is nevertheless conscious of its fan base. We’ll see where the lady in gray takes the company in the future.
Edited by Brooke Neuman