How drinks brands are using Gen AI to level up their marketing

Alcohol brands are now using Pencil to break into new territories and reach fresh audiences. From seasonal ads and new flavour launches to localised content for specific cities, they're pushing the boundaries of creativity - and they’re doing it all in record time. Gen AI has not only streamlined processes, it’s opened up new avenues for brands to connect with consumers in more relevant, personalised way

Here’s what drinks brands are doing with Gen AI now:

1. Creating seasonal Amazon ads.‍

The Brand’s Challenge
A brand selling cream liqueur needed occasion-specific content for Amazon’s Product Detail Pages (PDP), including product descriptions, supplementary images, and A+ content for five distinct moments. Their aim was to showcase how the liqueur could be enjoyed in various contexts, from cosy nights in, to social gatherings, and to capture the unique feel of each occasion.

The Solution
We developed scenes and imagery tailored to each occasion, exploring both seasonal and non-seasonal interpretations. The scenes ranged from intimate date nights to festive snow-gazing, each portrayed with lifestyle or graphic-style visuals. We used the brand’s color palette to ensure that each ad felt cohesive, and we created scalable templates to support the brand’s ongoing marketing needs for Amazon.

The Results
We delivered a full set of Amazon ads in record time, producing three video options within an hour and graphic assets in less than 30 minutes each. These tailored, on-brand templates allowed the brand to connect with audiences across various occasions and showcase the versatility of their product.

2. Launching new drinks flavours.

The Brand’s Challenge
An alcohol brand aimed to build excitement for a limited-edition flavour of their iconic drink. They wanted to use existing video and image assets while adapting them for various digital channels. They needed to showcase the new flavour in ways that would engage audiences across different social platforms.

The Solution
Our team crafted a range of scenarios to highlight the limited-edition flavour, focusing on both enjoyable serving ideas and gift-giving inspiration. We developed visuals that presented the flavour in enticing ways, from pouring the liqueur over ice cream to pairing it with complementary foods like apple pie or strudel. These scenarios provided a rich visual appeal and aligned with the brand’s signature aesthetic.

The Results
We generated multiple variations of the assets, including video and static images, tailored for Meta, Instagram, YouTube, Snapchat, and Pinterest. To reach a broader audience, we localized the content by translating copy into German and Dutch. Each creative asset took less than five minutes to produce, enabling the brand to quickly deploy localized, eye-catching content that celebrated the limited-edition flavour.

The Brand’s Challenge
A vodka brand aimed to build excitement around the launch of a new flavour of margarita. They needed social and digital content to highlight the drink’s bold flavor and capture its social, lively vibe.

The Solution
To bring the new flavor to life, we created scenarios showcasing popular social settings, from brunches to evening gatherings with friends. Each scene incorporated the essence of the spicy flavour through bright, energetic visuals and relevant food pairings. We generated flavor-focused copy to enhance each theme and designed vibrant imagery that embodied the margarita’s fresh, zesty appeal.

The Results
We scaled these assets across multiple platforms, including Meta, Snapchat, Pinterest, and DCOMeta, and produced a TVC that was tailored to different format sizes and timings. The campaign achieved 100% CreativeX approval, confirming its brand alignment and effectiveness.

3. Delivering a TVC script and storyboard.

The Brand’s Challenge
An alcohol brand sought to use GenAI to develop a TV commercial (TVC) concept that would position the drink as the ultimate indulgence for evening relaxation. Their aim was to evoke “we time” moments that convey comfort, connection, and a sense of shared enjoyment.

The Solution
We began by sketching potential storyboards that centered around “moments of togetherness.” These included intimate settings and close conversations to give the TVC a friendly, social feel. One concept featured friends gathering at a cozy café, while another imagined a relaxed scene with the drink served over ice cream at home. We developed 30-second script drafts and refined the tone of voice, ultimately adding a playful touch to bring a lively warmth to the scenes.

The Results
By placing the product in a group setting, we were able to encapsulate the brand’s vision of “we time” with friends. Storyboards and detailed scripts were created to illustrate each scene, ensuring the tone reflected the brand’s signature warmth. Additional imagery focused on the drink pour itself to emphasize the indulgent appeal. In just 44 hours, we delivered a comprehensive TVC synopsis, script, and storyboard ready for next-stage review.

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4. Creating ready-to-use campaign assets in 5 days.

The Brand’s Challenge
A whisky brand needed to produce fresh, usable assets within a five-day window, showcasing diverse ways to enjoy the drink. They aimed to display various whisky recipes and serving suggestions, providing new looks and options for each campaign.

The Solution
Using a curated set of reference images, we generated a variety of shots with different serving styles. This included highlighting multiple recipes, featuring a range of glasses, and incorporating garnishes from peach fizz to toasted marshmallows. The result was a rich mix of settings that gave each serve a distinct vibe, all while maintaining a consistent brand feel.

The Results
Within five days, we delivered a set of images that captured various serving suggestions, featuring both tall and short glass options with a variety of props and garnishes. Each asset was produced in 144 minutes. With the help of Gen AI, the brand is able to easily introduce new, unique serve options for each campaign, rather than reusing the same, tired imagery. 

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5. Localizing content for different regions.

The Brand’s Challenge
A lager brand wanted to connect with audiences in Ohio by creating localized social content for Cleveland, Columbus, and Cincinnati. The aim was to reflect each city’s culture and identity, bringing an authentic, local flavour to their social presence.

The Solution
We began by brainstorming ad scenarios that featured iconic elements from each city. This included nods to local landmarks, favorite foods, and the spirit of each city’s people. In Cleveland, we included a food pairing of the beloved Polish Boy sandwich, a kielbasa topped with coleslaw, fries, and barbecue sauce. For Cincinnati, we highlighted the city’s iconic chilli as a food pairing. This approach allowed us to incorporate regional trends and references that resonated with the local audiences.

The Results
To keep the product front and center, we made each food pairing a supporting element, ensuring the lager was the hero of each image. Localized landscapes were integrated to give each visual a distinct Ohioan feel. We produced a variety of visuals for social, each completed in an average of 117 minutes.

The Brand’s Challenge
A popular hard seltzer brand needed a series of ads designed for Canadian audiences, each tailored to specific occasions. The imagery and copy had to align with Canadian cultural nuances and strict branding standards. The campaign also required visual assets for multiple formats that adhered to regional advertising guidelines.

The Solution
To capture culturally relevant elements, we used Gen AI to introduce seasonal themes and Canada-specific settings. We refined each visual through testing to ensure it resonated with local audiences. In close collaboration with the brand’s copywriter, we adjusted and finalized each asset to maintain on-brand messaging that met Canadian standards.

The Results
Across just over 700 hours, we produced a total of 1,643 assets, averaging 55 minutes per asset. This localized approach allowed the brand to engage Canadian consumers authentically, while still adhering to brand and advertising guidelines.

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To learn more about what you can achieve with Pencil, book a demo with us now.