William Grant & Sons has partnered with Gebr Heinemann at Frankfurt Airport for a major promotion to support its Hendrick’s gin brand. It runs through June at the Heinemann Duty Free shop in T1, Area B.
Consumers are invited to pedal the peculiar bicycle ‘Master Serve ‘O’ Matic’ to deliver a slice of cucumber, which they can then drink in a Hendrick’s & Tonic.
The experiential bicycle unit, along with a story told through floor and wall graphics, is said to bring the brand to life. Shelving units provide merchandising space for both bottles of Hendrick’s and the Conjurers Compendium Gift Pack – the latter offered free with every purchase while stocks last.
William Grant & Sons Regional Marketing Manager Emma Humphreys said: “The cucumber slice is a vital part of the Hendrick’s gin & tonic, but has not previously formed the main thrust of an activation. This puts that right with this clever contraption that – in true Hendrick’s style – drives consumer curiosity, interest, and desire in a fun and unique way.
“Additionally offering passengers the opportunity to try the brand increases the likeliness of a purchase both at the time of the promotion and in the future.”
Gebr Heinemann Head of Activity Management Ann-Kathrin Fürer added: “William Grant & Sons always creates promotions that catch the traveller’s eye, as well as adding an element of excitement to the airport floor. We are pleased to be working with WGS again and look forward to seeing the results of this excellent promotion.”
