Mashing Up Science, Art, Music and Motion

How do you firmly plant Glenfiddich 21 in the minds of a younger, hipper audience? With an activation as novel as the single malt whiskey finished in rum-infused casks from the Caribbean – and a little bit geeky.

Sound wave scientists, Caribbean vocalist, Calma Carmona and the Co-Operative Orchestra Scotland collaborated on a revolutionary experiment designed to explore the effects of live music on single malt.

Results

Not only did we capture the imaginations of the younger audience with a geek-chic approach, but 75% expressed positive sentiment around the taste and the brand.