MIX MACHINE – X BY GLENMORANGIE
CHALLENGE
As a category and convention challenging single malt whisky, X by Glenmorangie needed an equally innovative way of launching their ‘made to mix’ offering to a new market of young whisky fans.
SOLUTION
Taking inspiration from X by Glenmorangie’s proposition we created a first of its kind Jukebox that mixed music and cocktails. We even commissioned legendary producer DJ Tall Paul to create a series of mixes that acted as soundtracks for each cocktail’s experience. We then launched the Mix Machine at London’s legendary Cocktail Week. Our innovative Mix Machine then toured the UK making stops at renowned bars like The Botanist in London and the Alchemist in Edinburgh where we even had a branded Made to Mix terrace.
To ensure that everyone knew where to find the Mix Machine, we created a series of geo-targeted social ads that would drive foot traffic to the various Mix Machine locations. We even worked with Spotify to create a series of recipe card playlists, each playlist featured songs that when read together created the actual cocktail recipes. A partnership first for Spotify.
