Bacardi Global Travel Retail has partnered with Gebr. Heinemann to launch a Dewar’s whisky activation at Frankfurt Airport which is designed to attract millennial customers.
The engaging activation, running through January, brings to life the duality at the heart of Dewar’s.
According to Dewar’s, which was founded in 1846 by John Dewar, it was John’s sons (John Alexander and Tommy Dewar) who made the brand an international success.
The promotion at Frankfurt portrays the brothers’ different passions through different features:
- A vapourised sampling experience; Dewar’s and three of the premium aged single malts within the blend (Aberfeldy, Glen Deveron and Royal Brackla) are transformed into liquid vapour, stimulating the visual and scent senses
- Tommy’s prize-winning chickens feature throughout the space, culminating in an invitation to play a game of Chicken Bingo. Bingo numbers, representing the range of age statements in the whisky portfolio, are distributed for a chance to win prizes celebrating favourite Dewarisms, such as “the only thing you’ll find in a hurry is trouble”
- In Tommy’s Tattoo Parlour consumers can relax in the retro-style barber’s chair while temporary Dewar’s tattoos are applied. Polaroid cameras are on-hand to capture a souvenir of the tattoos.
Giant plasma screens after passport control feature visuals of floating Dewar’s ‘twins’ and invite passengers to the main activation area. After being entertained and engaged they are then encouraged to visit the in-store Heinemann Duty Free activation. Here they can collect their bingo prize, sample a Dewar’s, Aberfeldy, Royal Brackla or Glen Deveron whisky from an egg cup, or try the vapour sampling and have another go at chicken bingo. Shoppers are also offered advice on the best bars to visit in Frankfurt to enjoy the Dewar’s portfolio.
Bacardi Global Travel Retail Managing Director Mike Birch said: “The investment we have made in this campaign at Frankfurt demonstrates our passion and commitment to invigorating the whisky category. Dewar’s has great ambition and a unique offering – it is well positioned to drive excitement and interest from new shoppers, especially those who may think of whisky as an older person’s drink.
“We want to disrupt and challenge that thinking and this innovative activation experience will stop people of all ages in their tracks to explore the wonderful, eccentric world of Dewar’s and challenge their perceptions of the whisky category.”
Gebr. Heinemann Purchasing Director Liquor, Tobacco, Confectionery & Fine Food Rüdiger Stelkens added: “At Heinemann our passion is to set the bar high with new creativity that people will only find in our stores. As such we demand a lot from our suppliers and we’re delighted at how Dewar’s is delivering really exciting theatre here at Frankfurt Airport in a way that is radically different to typical airport activity.
“We are very encouraged to see how it is driving footfall to our stores and bringing a new approach, and consumers, into the whisky category.”
