Three Pros. Three Cons. Three Olives
The social media argument for liquor companies using AI during a rebrand.
I recently went on the world’s second-largest search engine YouTube and typed into the search bar “Three Olives Vodka.” What populated were videos and creative presentations from the brand that were anywhere from 4 to 12 years old. I do not know this for a fact, but I can imagine this outdated presence on social media was a contributing factor to the rebrand. Three Olives Vodka created a “Generager” as a digital tool to help them connect with Gen Z. This tool asks consumers to input their top three party “ingredients” to generate their custom aesthetic. Consumers can then share their results on social media to be entered to win prizes like an expenses-paid party.
Pros
I think there are several pros with this. First, it works for liquor brands. Interactive artificial intelligence allowed Three Olives to integrate social media in a creative way, tying liquor’s social connotation to it. The fun interactive platform fits the vibe of the product. You can experiment with different themes as if you were experimenting with different flavors. It worked for Absolute in Canada. In a “Mix Your Neighborhood” campaign, Absolute engaged locals to discover the key ingredients of their neighborhood and what made it unique. They used AI to visually develop cocktail art from an AI platform and then worked with local bartenders to create mocktail recipes, so people could “drink their neighborhood.” Second, AI is helpful. Aristotle maintained that the essence of a thing was what it had to have in order to be the thing that it was. Planning a party takes a lot of time, and that is something that people might not have a lot of. The way AI visually presents the submission is easy to understand and implement. “The timeless essence of a great party combined with AI technology opens the door to discovery,” according to Lander Otegui, Senior Vice President of Marketing at Proximo Spirits. Third, when the product strategy isn’t enough, brands are turning to AI. Three Olives changed the product formula to fit health trends important to Gen Z but took it a step further reaching them where they live. Sharing a game’s results on social media is behavior a 21–26-year-old would exhibit because this is how they are using social media.
Cons
First, will the “Generager” help them sell more liquor or just give people great ideas for theme parties? Will future web-based generators start to incorporate ads into their questionnaires? Second, because you can share the results of your “rager” on social media, people may not agree with party concepts in the politically correct society we live in and post about it. Third, are liquor brands using the right social media platforms? Sure Facebook, Instagram and Twitter are leading platforms, however with Twitter falling out of favor, shouldn’t liquor brands look to Pinterest to post a great recipe for a cocktail? Since you are seeing increased usage in TikTok and YouTube, is it going to be relevant anymore to just share results in illustrations or text as opposed to sharing an AI-generated video of your ideal party?
Conclusion
I think it depends on the product and industry. For the Beverage Industry, creating theme games like planning parties seems fitting. The “Generager” was not asking for any financial information, nor did it collect my personal information; I was able to submit a form anonymously. However, for a company with an e-commerce presence, implementing an AI tool that integrates some sort of purchase through social media, is something I would not agree with because of barriers like lack of trust. Most of the customer service behind a liquor brand I would think happens at the point of sale, so is an interactive tool really going to improve customer service? The rise of AI will present opportunities for brands no question. If a company going through a rebrand is turning to AI as a tactic of their social media strategy, I think the upside outweighs the downside.
Just for the record, while blueberries pair well with pineapple and are native to East Asia, I don’t see the Tropical Beats & Eats Party winning any contests here 🤙😎🏄🍹.
