CONTEXT
Diageo needed to launch its line of Studebaker cocktails in a memorable sophisticated way that would convince craft cocktail connoisseurs of their quality and authenticity. GERTRUDE’s Experiential & Architecture division RAYE conceived, designed, built a “modern speakeasy” by converting a 20’ high cube shipping container into a premium branded environment resembling an oversized whisky crate. We dubbed the experience the “Whisky 6ix;” a nod to the famous 6-cylinder speedster that infamously ran illegal whisky across borders and into back alleys.
WHAT WE DID
Brand Identity, Brand Films, Consumer and Trade Print, Digital, Retail, Collateral, Branded Architecture, Branded Environments, and PR Launch Events
OUTCOME
The successful launch event drew heavy media and influencer attendance, yielding press in key National, whiskey connoisseur, entertaining, and lifestyle PR outlets. Thirsty (and curious) guests awaiting the VIP experience entered through a secured sliding door to partake in cocktailing’s notorious history, greeted inside by the sounds of the 1920s, a short film, and their choice of STUDEBAKER Old Fashioned or Manhattan.