Leading premium vodka brand Absolut has launched an uber-creative limited edition bottle in recognition of the world of Pop Art and its godfather, Andy Warhol.

 

Pernod Ricard Travel Retail has devised a series of visually-led brand experiences across key airports worldwide which, to date, include London Heathrow Terminal 3, Sydney, Dubai, Singapore and Thailand. The campaign is due to roll out across multiple airports until the beginning of January 2015.

 

The ‘pinnacle in-airport experiences’, hosted in Heathrow and Changi airports, pay tribute to Andy Warhol’s legendary silk-screen printing design process, set in his New York Studio, ‘The Factory’. The mood of the pop-up is creative and fun, engaging passengers through interactive facial recognition technology, which is embedded into the heart of the installation.

 

Triggered by unexpected movement, the technology identifies consumers’ facial expressions and movements and allows them to create their own unique Warhol-style selfie which can be personalized, downloaded and shared on social media.

 

Libby Wilding, Brand Manager at Pernod Ricard Travel Retail Europe, comments, “Taking inspiration from the iconic collaboration, we have included an innovative digital element at the centre of the London Heathrow activity, appealing to our targeted young urban creatives and immersing them in the world of Absolut in true Warhol style.

 

“As the largest vodka brand in Travel Retail Europe, Absolut’s pioneering role as an innovator will continue to drive category growth through these experiences which immerse passengers and create moments people want to share worldwide.”

 

Throughout October Pernod Ricard Travel Retail Gulf ran a variation of the concept, whereby Dubai Duty Free consumers had the opportunity to create their own Pop Art selfie in the Andy Warhol-inspired photo booth, and share the image on social media, continuing their experience beyond the airport.

 

Travellers in Travel Retail Pacific are also to get the Absolut Warhol treatment through creative merchandising in store. Destinations currently include Sydney Airport and Melbourne Airport and roll-out will be extended across Perth, Cairns and Auckland Airports later this month.

 

Over in Travel Retail Asia, Pernod Ricard is launching Absolut Warhol from November, with key sites including China, Thailand, Singapore Changi and Kuala Lumpur International Airport.

 

Vodka is a growing category within Asia Travel Retail. Says the company, “(Asia is) a market notably dominated by Cognac and Scotch, and Absolut is the leading brand showing good prospects for the future.”

 

John O’Sullivan, Marketing Director at Pernod Ricard Asia Travel Retail, adds, “Absolut is one of our focus brands which we fully support in Asia Duty Free. We recently had the unique opportunity to create a ‘shop-in-shop’ concept which stands within Eraman Duty Free at Kuala Lumpur International Airport 2. Dedicated spaces such as this are key for both engaging with brand fans and recruiting new customers. We will continue to look for further ways to enhance Absolut’s growth within the region.”