Dive Brief:
- Three Olives Vodka enlisted artificial intelligence (AI) to help consumers mix together the perfect party vibes with its new interactive digital platform, "The Generager," according to a press release.
- The web-based Generager uses AI to craft the ideal party concept using three responses inputed by the user, like what their favorite food or party theme is. Those who share their results on social media will be entered to win prizes including an expenses-paid party.
- Made in partnership with agency Exposure, the Generager is meant to help court Gen Z consumers between the ages of 21 to 26, per details shared by the company. The effort follows a recent rebrand by Three Olives Vodka and and makes the marketer one of the latest to capitalize on AI hype.
Dive Insight:
Three Olives Vodka is attempting to shore up a stronger connection with Gen Z consumers by helping them plan their perfect party while dually asserting that the American vodka brand is any festivity’s perfect accomplice. The company, owned by Proximo Spirits, has been rethinking its marketing strategy lately, having recently undergone an extensive rebrand inclusive of an improved formula, per details shared by the company.
With the Generager, consumers on a designated website can input three party “ingredients,” like disco balls, sequins or confetti, or traits like their favorite food or music genre, to receive a custom party aesthetic complete with a signature Three Olives Vodka cocktail and outfit recommendation. Consumers then can share their party results on social media including Instagram, Facebook and X using the hashtags #ThreeOlivesGenerager and #Contest to be entered to win one of 33 $100 ReserveBar gift cards or the grand prize, which is an expenses-paid party for the winner and their friends.
"With the Generager, Three Olives is merging the modernization of AI technology with the timeless essence of a great party, to offer people a tool that opens the door to endless discovery," said Lander Otegui, senior vice president of marketing at Proximo Spirits.
The Gen Z-focused activation rides on the heels of a rebrand by Three Olives this summer to have a simplified bottle and label design, per release details. Established in 1998, the vodka brand also unveiled an improved formula that is zero sugar, low calorie and gluten free, a move that could help it build a stronger connection with health-driven consumers.
The “better-for-you” alcohol trend has seen a boon in popularity in recent years, with consumption increasing 20% in 2022. Many brands are looking to keep up with these changing consumer demands by promoting products lower in sugar and calories.
