Naked Grouse activations at Copenhagen and London Luton demonstrate new brand positioning and ethos

Edrington Travel Retail EMEA has “brought to life” The Naked Grouse’s ethos – ‘Live Naked’ – at Copenhagen and London Luton airports.

Edrington GTR said the engaging activations represent the first implementation of a new brand positioning and a new activation model for The Naked Grouse in travel retail.

Copenhagen Airport was one of two locations chosen by Edrington GTR to launch the new travel retail activation concept for The Naked Grouse.

The company explained that The Naked Grouse has recently repositioned itself as a premium blended malt brand, targeting “discerning knowledge seekers” aged 30-40.

It added: “At present the blended malts category is enjoying a continued period of strong performance, growing faster last year (+9%) than whisky – blends and single malts – as a whole (+2%), according to IWSR.”

The promotions at Copenhagen and London Luton incorporated geolocation advertising, tastings, and interactive digital elements. Visitors were encouraged to “liberate themselves” – a key theme of the wider Live Naked concept.

During the Copenhagen activation, a new 1-litre version of The Naked Grouse blended malt was revealed. Edrington said the bottle “proved popular from launch day one”.

A central element was an interactive taste profiler, called the Liberator. A touchscreen offered various options designed to quickly profile the user, eventually directing them to the cocktail “most suited to their personality”. Quick fire questions included ‘briefcase or suitcase’, ‘nature calls or conference calls’ and ‘house work or house party’.

As well as the cocktail, customers were given a printout of the taste profile as well as a recipe for the cocktail itself.

Edrington Travel Retail EMEA said it recorded over 44,000 impressions from digital engagement at London Luton Airport during the four weeks of the activation. The Copenhagen Airport activation lasted five days, during which Naked Grouse reported 68,296 impressions from the geo-targeted digital video activity.

The Copenhagen activation also saw the unveiling of a new 1-litre size of Naked Grouse, which has since launched into global travel retail.

A ‘Liberator’ taste profiler, seen here at London Luton Airport, was one of the central features of the Naked Grouse activations. It focused on the brand’s ‘Live Naked’ concept and eventually directed customers to a cocktail that “most suited their personality”.

 

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