Clemenger Group’s activation specialists, Traffik, delivered an industry-first musical experience to celebrate the launch of the new Vodka Cruiser Flavours range.
Dubbed The MixMachine, this unique installation was hard to miss at the Flavours launch. Traffik collaborated with agency Clemenger Group and production house Made This to bring the idea to life, resulting in a structure over five metres long, equipped with 61 speakers with a power output of 7,500 watts.
The MixMachine installation mixed Vodka Cruiser flavours with sparkling water using the vibrations of the night’s music via the built-in speakers. While drinks were prepared by bar staff in the evening to avoid long queues, the MixMachine celebrated the brand’s ethos by integrating technology, music and the flavours of Vodka Cruiser.
Mark Held, Creative Director at Traffik, says: “Everyone knows and loves the Vodka Cruiser as a pre-mixed drink. We needed to showcase this new format. And the 12-inch subwoofers did just that.”
Marie-Céline Merret Wirstrom, Head of Creative Technology at Made This, explains: “To materialize the concept, we used cymatics, which is the study of wave phenomena for sound and their visual representation.
“To achieve the desired effect, we spent a lot of time on research and development, working closely with all the experts in the field. When you mix science, technology and creativity, many interesting things happen, and this mixing machine was truly one of a kind and a dream project to work on.”
The evening ended with DJ sets performed by Ayebatonye, Benson and Winston Surfshirt.
Monique Di Gregorio, Marketing Manager at Vodka Cruiser, said: “Remixed by Music was the perfect way to celebrate the new flavour range with our fans, enhancing the drinks with fun, flavour and colour.
“Creating the MixMachine installation helped demonstrate just how versatile our new Vodka Cruiser Flavours range is.”
Client: Vodka Cruiser
Responsible for creation and production: Traffik
Specialized production and content; Made this
Influencer and PR; Mango
Cymatics/sound design: Electric Sheep Music
Specialized manufacturing: Yipee-Ki-Yay