Premium vodka brand Ketel One asked us to devise a unique tasting experience that would engage consumers with the qualities that make their Vodka the global favourite among bartenders and mixologists.
Wanting to do something that stands out from any other product sampling, we created Ketel One & Sonic.
Ketel One & sonic is a sampling experience that can be delivered to up to 20 people at one time. Delivered through wireless headphones, the Ketel One & Sonic experience involves a guided tasting enhanced with cross-modally designed sounds, that dial up the fresh zesty taste, smooth mouthfeel and warm tingling finish of Ketel One. The experience involves tasting the trademark Ketel One Original, and the flavoured variants Ketel One Citroen and Oranje.
The sounds are used to focus attention on the depth and character that is present in such a premium vodka. Guests leave armed with a new understanding of the craft and expertise that go into delivering Ketel One’s unique taste.
The debut performance of the experience was at the East London Sofar event, in May 2014. Over 200 guests enjoyed the sampling over the day-long event, with even larger crowds looking on. The nearby Ketel One bar experienced a massive uplift in sales, and feedback cards collected were 100% positive.
Condiment Junkie have since developed a scaleable version of the experience which can be implemented across all of Ketel One’s global markets. We created instructional toolkits and equipment guides for the markets, and handle the ordering and delivery of audio kit and sound assets. For specific high profile events, we have also added coloured lighting that compliments the sounds and enhances the mutli-sensory experience further.
In the UK Ketel One & Sonic has also recently featured at the Diageo World Class event, and will be part of the brand’s presence at London Cocktail Week in October. Other activations will occur globally through this and next year.