CONTEXT
Diageo needed to launch its new Studebaker premixed cocktails in a breakthrough way that would unmistakably communicate both quality and authenticity.

They turned to GERTRUDE’s Experiential & Architecture division RAYE to create the STUDEBAKER “Whisky 6iX”—a 1920s-style club car perfect for cocktailing. RAYE transformed a retired CTA train car into the “Whisky 6iX” as the centerpiece for the STUDEBAKER Expertly Crafted Whisky Cocktails brand launch. Invited guests stepped aboard to glimpse cocktailing’s notorious history while sampling the delicious design of these “infamous cocktails inspired by an infamous era.”

WHAT WE DID
Brand Identity, Brand Films, Consumer and Trade Print, Digital, Retail, Collateral, Branded Architecture, Branded Environments, and PR Launch Events 

OUTCOME
The STUDEBAKER “Whisky 6iX” club car experience made an indelible impression, as the PR launch event exceeded expected attendance by media, DIAGEO customers, and influencers, and secured press in top National and Local PR outlets among whisky connoisseur, entertaining, and lifestyle publications.