The Svedka vodka brand is moving away from its "sexy robot" commercials in favor of a digital- and product-focused Bensimon Byrne campaign that highlights new flavors, writes E.J. Schultz. But the polarizing figure used by the brand since 2005 will still be the star on social media, point-of-sale and event marketing materials. Diana Pawlik, Svedka's vice president of marketing, says the brand was having trouble standing out on TV and that the company prefers "a digital focus where we can geo-target messaging and advertising."

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