Svedka Vodka is opening its next Super Bowl advertising opportunity to fans and followers, offering $500,000 to the creator of the winning commercial. The brand is seeking 15-second ads centered on Svedka Vodka Water, its new cocktail offering.
Eligible participants must be at least 21 years old and can submit their commercials at biggamecontest.svedka.com from 12:01 a.m. ET on November 2, 2026, through 11:59 p.m. ET on December 1. Svedka will provide a digital toolkit with creative assets, including images of the product, so entrants will not need to purchase the beverage to make a submission.
Sara Saunders, group president and chief marketing officer at Sazerac, said the company expects the prize to attract a significant number of entries while generating renewed attention for Svedka. Sazerac acquired the vodka brand in 2024.
The contest follows Svedka’s decision to use artificial intelligence in developing a 30-second commercial for Super Bowl LX. That campaign revived the brand’s “fembot” character and prompted online discussion about whether AI should replace traditional advertising creativity. Saunders said Svedka recorded strong double-digit growth during the previous nine months despite declines in the broader category and industry.
Andy Cohen will help judge the submitted commercials. To launch the contest, Svedka plans to release a video featuring Cohen speaking with the fembot about the reaction to her latest advertisement. Saunders said Cohen was a natural choice because of his experience handling controversy and public feedback.
Cohen said he is accustomed to hearing responses from viewers and putting people on the spot. His involvement with Svedka follows his appearance earlier in the year in a Super Bowl commercial for Nerds candy.
The campaign recalls earlier user-generated advertising contests, including Frito-Lay’s “Crash The Super Bowl” initiative, which invited amateur filmmakers and aspiring advertising creatives to submit concepts. Svedka’s executives acknowledge that entries could range from AI-assisted or low-budget productions to more cinematic work, and the company has encouraged participants to consider the scale of the Super Bowl audience.
Svedka plans to review the submissions, ensure they meet Disney’s standards and announce a winner, preferably by mid-December. The company will suggest that creators feature the fembot, but using the character is not mandatory.
The brand has secured 30 seconds of Super Bowl advertising time from Disney, which will broadcast the game. Sazerac also plans to air a separate 15-second commercial for another product, although Saunders has not identified it.
Sources: Variety.