Ballantine’s joins Borderlands with ‘Bar da Moxxi’ and transports fans to the world of the game with immersive experiences.
Ballantine’s, a whiskey brand from Pernod-Ricard Brasil considered one of the most classic in the cocktail industry, has been appreciated by new generations, including the gaming public. And, after launching a global partnership with the gameBorderlandsreinforces its presence in this territory, takingCCXP23the exclusive “Bar da Moxxi” activation, with special programming throughout the festival, which takes place from November 30th to December 3rd, in So Paulo.
This is the first time that Ballantine’s has sponsored the event, which is considered one of the biggest pop culture events in the world. On this occasion, the public will have the opportunity to visit a bar with immersive experiences, which involve faithful representations of the game and themed drinks inspired by the video game franchise.
The pub is a true materialization of Moxxi’s virtual bar, the Badass Crater Bar, which exists within the game. With the brand experience at CCXP23, the public will have the opportunity to taste cocktails coming directly from Pandora, the fictional planet where the game is set, and also meet the characters from the saga and George Ballatine himself, creator of the brand and partner at Moxxi, who is also comes to life upon activation.
The idea is for the public to feel part of the Borderlands universe, known for being an adventure game, in the form of treasure searches and rewards. In addition to the illustrious presences, exclusive gifts for the event will be destined for the audience, who will also have the opportunity to take photos in this brand immersion space in partnership with the game and cosplays.
Ballantine’s participation and sponsorship in the event is part of the #StayTrue positioning, and seeks to approach gamer territory and pop culture through its pillar of authenticity. This connection began in 2021 with the launch of Playlist by Ballantine’s, a project co-created with streamer YoDa.
“We are thrilled to announce this partnership between Ballantine’s and CCXP, bringing to life the iconic world of Borderlands and the persona of Moxxi, in an unprecedented experience that unites the real and the virtual through mixology, pop culture and games. This reinforces the brand’s commitment to authenticity, culture and innovation, points out Mariana Piovesani, head of Marketing Brown Spirits & Prestige.
In addition to the in-person activation, Gearbox, the company responsible for Borderlands, and Pernod Ricard also announced that Moxxi will become an ambassador for Ballantine’s. The idea is that the character represents the whiskey brand on its galactic journey through Pandora and also, outside of its natural habitat, when its limited edition arrives in Brazil. Ballantine’s participation in the event is marked by the launch of a limited, themed edition. Fans and collectors will be able to secure the special Ballantines Moxxis Bar Edition bottle in 2024, scheduled for the first half of the year.
Media.Monks is responsible for creating the replica of Moxxi’s Bar and for immersive experience strategies involving digital influencers, with the highlight being a cosplay of the pub owner in the game, “Badass” Moxxi. The partnership with Pernod-Ricard Brasil allows us to innovate the relationship between brands and communities. This immersive experience was designed to generate memories and shareable content and, thus, bring the Ballantines brand closer to the gaming public, says Marina Pires, Managing Director of Media.Monks in So Paulo.
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