A fake robot is reminding bar goers to put down their phones.
After a 12-year hiatus, SVEDKA Vodka is bringing back the SVEDKA Robot.
This pop culture icon, introduced first in 2005 and powered down in 2013, hasn’t returned to take over your job or help you work smarter – she’s here to buy you a drink.
The SVEDKA robot is picking up bar tabs nationally. To have a chance for the SVEDKA robot to pick up your bar tab, you have to take a candid photo of yourself and the folks you’d like to share SVEDKA cocktails with and then submit it at SvedkaBarTab.com.
By submitting, people pledge to stay off their phones and be fully present for at least a half hour of real life experience. “The message of the campaign is universal for any person existing in the tech overload of 2025: we all need a break from our devices and inspiration to reconnect with the real world around us,” says David Binder, senior director brand marketing for SVEDKA.
The genesis for the campaign came from a 2025 survey SVEDKA conducted that found:
- 79% of Gen Z say they frequently use a phone to “fill space,” and 84% fake-text to avoid conversation.
- Millennials are equally engaged in these habits:
- 74% say they frequently use a phone during in-person interactions.
- 65% feel pressure to stay connected while out socially.
- 81% will fake-text or look at their phone to avoid speaking to someone in public.
- And Gen X, while slightly lower in numbers, still participates in this culture:
- 50% of Gen X say they use social media apps to avoid talking to someone at a bar or in public.
- 63% say they fake-text or look at their phone to avoid speaking to someone they don’t know in public.
SVEDKA’s findings are mirrored elsewhere. According to the BePresent 2024 Digital Wellness Report, 83% of Gen Z feel they have an unhealthy relationship with their phones, significantly higher than any other generation. With increased screen time, this age group is experiencing negative effects on their mental health, sleep, and overall productivity.
But again, it’s not just Gen Z. This report also found that 80% of people spend three or more hours on their phones each day. Even more concerning, 40% of users are spending five or more hours, and 20% are on their phones for seven hours or more daily.
“It’s not just Gen Z,” Binder says. “It’s all of us.”
The campaign, which Binder says is resonating, is introducing the brand to new consumers, and it’s reaching them, with spots entitled “Don’t Drink and Hard Drive” and “Thirst Trap of the Future,” on platforms such as YouTube, YouTube TV, and Meta.
“The irony is part of the message,” Binder says. “We’re using digital to encourage a break from digital,.” Binder says.
Sazerac, which owns SVEDKA, used its in-house creative team, who worked with Silverside AI, to reimagine its robot with AI. “The teams set out to honor the legacy of Svekda’s original robot while expanding the visual world with fresh storytelling,” Binder says. “The fembot was trained in a custom AI model based on the original design, creating a stylish interpretation that both preserved her distinctive look and introduced subtle updates to keep her relevant and modern.”
The team also introduced a male robot. “Or, brobot, as we’re affectionately calling him,” Binder says. “Silverside AI applied a parallel process, training a model on his latest version to ensure his design felt consistent with the established style.”
The robots are being celebrated by fans, he says. “The robot’s return is a reminder to look up, reconnect with those around us, and celebrate while we’re here,” Binder says.