Bacardi Global Travel Retail celebrated the launch of Grey Goose Essences in UK travel retail with an omnichannel campaign at Heathrow’s Terminal 5 (T5) in April.

The partnership with World Duty Free and British Airways was active for the duration of the month and showcased the three fruit and botanical pairings (Strawberry and Lemongrass; White Peach and Rosemary; and Watermelon and Basil) for making cocktails at home this summer and beyond.

“The launch of Grey Goose Essences at Heathrow was a huge success for our omnichannel strategy, driving significant pre-awareness and traveller anticipation of what to expect when they arrived in T5,” said Sam Pickard, Director, Europe & Advocacy, Bacardi Travel Retail.

“We set out to make this a significant and memorable moment on the journey through the airport and we are delighted to have created such an impact.”

Ignacio Vázquez, Global Head of Marketing, Bacardi Global Travel Retail added: “Multiple shoppers told us how much they enjoyed the multi-sensory discovery of the entire collection. In fact, many people bought more than one flavour from the range.

“The mix of digital and sensory elements really captured people’s imagination with the craft that goes into making Grey Goose Essences an essential premium vodka for summer cocktail-making.”

AN ONMICHANNEL CAMPAIGN

Along with the physical launch at T5, the campaign utilised paid media channels, focusing on raising awareness of the Essences line among confirmed travellers before their trip.

The strategy drove people online to the Grey Goose Essences brand page on the World Duty Free website through programmatic advertising, social media and a collaboration with British Airways media and the Executive Club.

As travellers reached the airport, they were greeted with a botanical themed pop-up in the main departures lounge at T5, which invited them to discover the new collection through a range of multi-sensory sampling and interactive augmented reality (AR) experiences.

Sampling opportunities came courtesy of retail ambassadors who guided shoppers on selecting their own garnish from pots of fresh basil, rosemary and lemongrass as they spoke about the origins of the botanicals that feature in the line.

The experience was enhanced by a vapor bar, which brought the aromas to life.

The ambassadors also shared their tips on home mixology and directed people to more recipes available via the Grey Goose social media channels.

MULTI-SENSORY EXPERIENCES
Also part of the activation was the motion-sensored AR journey, which invited people to stand in front of a screen to see a 3D shape of themselves appear out of floral visuals in response to their movements and gestures.

The AR experience also communicated information on the new flavours, ingredients and recipes, along with a QR code linking to the Grey Goose website.

Purchases were gift-wrapped in floral paper and spritzed with one of the key botanicals in the line.

Digital out of home media outside the World Duty Free store and next to the pop-up further amplified the campaign.

Grey Goose Essences are made with Grey Goose vodka (30% ABV), infused with real fruit and cold-distilled botanicals.

They are free from gluten, artificial ingredients, sugar and carbs, and are available in travel retail in one litre bottles.