Create a memorable launch that generated awareness while reinforcing the premium positioning and shared values of both brands.
Gradient transformed the partnership into an immersive hospitality experience using sensory storytelling and premium content moments to bring the collaboration to life for media, influencers, and VIP guests.
Glenfiddich needed to introduce its partnership with Aston Martin Formula 1 in a way that generated awareness while strengthening the premium positioning of both brands. Rather than delivering a traditional sponsorship activation, the launch needed to translate their shared values of craftsmanship, performance, and innovation into an authentic experience that resonated with media, influencers, and VIP audiences.
Tasting Lounge
Dynamic Photo Moments
Legacy Bar
Elevated F&B
Immersive AV
Racing Gear
By transforming shared brand values into an immersive guest experience, Gradient created a partnership launch that felt authentic, memorable, and culturally relevant. The activation generated 22 million influencer reach, 273 million earned media reach, and $3.5 million in media value while strengthening visibility and engagement for both Glenfiddich and Aston Martin Formula 1.
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