Clemenger Group’s Traffik has unveiled a five-meter-long music installation with 61 speakers and 7500 watts of power to launch the new Vodka Cruiser flavours range.

Dubbed The MixMachine, the unique installation came to life with the help of production powerhouse Made and was centre stage at the flavours launch.

The MixMachine mixes Vodka Cruiser flavours with soda water using vibrations from the music via the built-in speakers.

Traffik creative director Mark Held said: “Everyone knows and loves Vodka Cruiser as a pre-mixed drink. We needed to highlight the new format.”

“And 12-inch sub woofers did the job just perfectly.”

Made This head of creative technology Marie-Celine Merret Wirstrom said: “To materialise the concept, we used cymatics – the study of wave phenomena for sound and their visual representation.

“To get the effect we wanted, we took a lot of time in research and development with all the subject matter experts collaborating very closely. When you blend science, technology, and creativity, a lot of interesting things happen, and this mixing machine was truly one of a kind and a dream project to work on.”

The night was complete with guests being treated to DJ sets by Ayebatonye, Benson, and Winston Surfshirt.

Vodka Cruiser marketing manager Monique Di Gregorio said the creation of the MixMachine installation helped demonstrate just how versatile the new Vodka Cruiser flavours range is.

“Remixed by Music was the perfect way to celebrate the new range of Flavours with our fans, elevating drinks with fun, flavour, and colour,” she said.

Credits:

Client: Vodka Cruiser

Creative and production lead: Traffik

Specialist production and Content: Made This

Influencer + PR: Mango

Cymatics/sound design: Electric Sheep Music

Specialist fabrication: Yipee-Ki-Yay

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Rosie Drew is the senior reporter at Mumbrella. She joined in May 2024.

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