To accomplish this, the innovative company launched its Mix Your Neighbourhood campaign in Canada, where it collaborated with locals in various areas – including Ossington, Kensington and Parkdale in Toronto, Mile End in Montreal, and Banff in Calgary – to identify the distinctive ingredients, flavours and characteristics that embody each location. Ingredient lists were then inputted into an AI platform, which generated vibrant cocktail artwork celebrating the communities and their ‘taste profiles’.
Taking the idea further, Absolut then collaborated with bartenders to interpret the AI-generated designs into exciting cocktail and mocktail recipes, bringing regional flavours to life. Ultimately, the campaign, which was supported by Ogilvy Canada, set out to encourage Canadians to acknowledge and champion diversity within their communities and cultural heritages. And going forward, the vodka brand will enable locals to nominate their neighbourhoods for AI-led artwork generation and cocktail invention.
