STUDEBAKER WHISKY 6iX

STRATEGY X BRAND X ACTIVATION

INPUT

DIAGEO wanted to introduce the trade, influencers, and media to the notoriously authentic taste of its Studebaker cocktails. It wanted something truly unique. It got that—and more.

OUTCOME

Welcome to the kind of speakeasy they could have only dreamed of back in Prohibition era. Consumers were invited to a 1920s-style club car, dubbed the “The Whisky 6ix” in honor of the six-cylinder Studebakers bootleggers favored. Exquisitely crafted cocktails require exquisitely curated surroundings, so we leaned into vintage wood, hand-made crates, and all sorts of art deco touches.

The club car was a retired CTA train car, bringing a Windy City vibe that encapsulated these “infamous cocktails inspired by an infamous era.”