Absolut begins AI campaign
By Derek Winkler
Corby Spirit and Wine has begun a campaign for its Absolut vodka brand called “Mix Your Neighbourhood.” The campaign involves the use of artificial intelligence technology to create customized cocktail artworks for 22 Canadian neighbourhoods. According to the company, it gave the software a list of attributes for each neighbourhood and asked it for cocktail-themed art reflecting those attributes. The company then took images to bartenders to develop cocktail and mocktail recipes.
“Absolut is always looking for new ways to mix, and the combination of neighbourhoods and AI technology unlocked a rich territory for mixology that hasn’t been explored visually before,” said Caroline Begley, marketing vice-president at Corby. “Through this campaign, we want to leave Canadians inspired by the people, places and culture that surround them and to drink in every last drop of what makes these places special.”