Clemenger Group activation specialist Traffik delivered an industry-first musical experience to celebrate the launch of the new Vodka Cruiser flavour range.
It was hard to miss this unique installation, called The MixMachine, at the Flavours launch event. Traffik teamed up with Clemenger Group’s Made This agency to produce the installation, creating a structure that is over five metres long and houses 61 speakers with a power of 7,500 watts.
The MixMachine mixed Vodka Cruiser flavors with soda water using vibrations from music at night through built-in speakers. While the drinks were prepared by human bar staff at night to avoid long lines, the MixMachine celebrated the brand’s ethos by integrating technology, music, and Vodka Cruiser flavors.
“Everyone knows and loves the Vodka Cruiser as a pre-mixed drink,” says Mark Held, Creative Director at Traffic. “We needed to highlight the new look. The 12-inch subwoofers did the job perfectly.”
“To embody the concept, we used cymatics, the study of sound wave phenomena and their visual representation,” says Marie-Céline Merritt Werström, Head of Creative Technology at Made This.
“To get the effect we wanted, we spent a lot of time researching and developing with all the subject matter experts working closely together. When you mix science, technology and creativity, a lot of interesting things happen, and this mixing machine was really unique and a great project to work on.”
The night was completed with guests enjoying DJ sets by Ayebatonye, Benson and Winston Surfshirt.
“Remixed by Music was the perfect way to celebrate the new flavour range with our fans, elevating drinks with fun, flavour and colour,” says Monique Di Gregorio, Marketing Director at Vodka Cruiser.
“Creating the MixMachine installation helped showcase how diverse our new Vodka Cruiser flavor lineup is.”
Client: Vodka Cruiser
Creative & Production Manager: Traffic
Production and specialized content; made this
Influencer & PR; Mango
Sound Design/Cymatics: Electric Sheep Music
Specialized manufacturing: Yippee-K-Yai
