Grey Goose in summer drive at Dubai DF

By Kevin Rozario |

Grey Goose DDF

Grey Goose uses some pedal power.

Bacardi Global Travel Retail has been running a campaign for super-premium vodka Grey Goose with Dubai Duty Free throughout July as part of a global investment in domestic and duty free / travel retail markets, to drive category growth this summer.

The promotion in Dubai Duty Free’s Terminal 3 arrivals store has been using the experiential platform Boulangerie Bleue, focused entirely on visual appeal that plays to the brand’s French heritage.

With the challenge of no shopper sampling, the central feature is a retro-style bicycle with a front wicker basket full of Grey Goose 1-litre and 37.5cl bottles set against a backdrop of a contemporary brasserie-style bar in a colour palette of white and blue.

Philippa Coleman, Regional Manager – Gulf, Middle East and Africa at Bacardi GTR comments: “Dubai Duty Free is the first in travel retail to present Boulangerie Bleue.  This has been led by the success we had in late 2015 with a French café style presentation for the brand which drove significant conversion and trade-up with shoppers.”

Saba Tahir, Vice President Purchasing at Dubai Duty Free, adds: “Grey Goose is already very popular with our shoppers and this activation brings a creative halo for us both to build on that success.”

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