Virtual event that generated buzz with media and influencers
Canadian Club’s 43-Year-Old ‘The Speakeasy’ is Canada’s oldest aged whisky. For its launch, PRAXIS recommended recreating an in-person ‘speakeasy’ experience for Canadian media, influencers and key opinion leaders to bring the product’s moniker to life. Due to COVID, an in-person event was not possible, so PRAXIS pivoted the program to the digital space and committed to providing the same level of excitement and engagement.
PRAXIS created a digital tasting experience that remained true to the product’s ‘Speakeasy’ history. To enable at-home, liquid-to-lips sampling, and to breakthrough during a time when many brands were delivering media kits, PRAXIS developed and delivered 50 ultra-premium Speakeasy-themed tasting kits to key opinion leaders across the country.
The kit included a locked branded wooden box encasing three whisky samples, a branded Prohibition-era whisky flask and custom welcome letter. Accompanying the box was a premium Da Vinci decoder requiring a six-letter word to open and access the key to the box. An answer key was revealed the day prior to the event via a spinning decoder GIF sent to each recipient. This provided participants with the same feeling of anticipation as waiting outside a real Speakeasy door, eagerly waiting to get inside.