Puig and World Duty Free Group (WDFG) have joined forces to promote the launch of Prada Candy Florale – the latest extension to the Prada Candy franchise – via an eye-catching retailtainment initiative at London Heathrow Airport Terminal 5.
The event, which began in June, encompasses two distinct sites, each offering different interactive and retailtainment elements. The first is an island location in the concourse outside WDFG’s main store; the second an in-store promotional area.
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Puig’s Prada Candy Florale fragrance blossoms at Heathrow T5 |
Both locations showcase the striking visual identity of Prada Candy Florale, drawing heavily on Prada’s signature use of flower motifs in its fashion pieces, alongside the ad campaign visual featuring the face of Candy (Palme D’Or winning actress Léa Seydoux). In addition, the activation is supported by a major digital media campaign within the airport terminal.
The event focuses heavily on enticing travellers to sample the fragrance, via trained promotional staff who are distributing unique blotters in the shape of the Candy Florale flower.
A number of premium gwps have been created to drive purchase, including a Prada Candy Florale miniature, a Prada Candy Florale powder puff and a Prada Candy candle.
“This activation is our largest-scale for the Prada brand to date, simultaneously transforming three areas within London Heathrow to tell the unique Prada Candy Florale story,” noted Christophe Mot, Puig Global Travel Retail Market Development Director. “By working with WDFG to tailor our formats at each site we have created differentiated touchpoints with consumers, maximising the opportunities they have to interact with the brand and sample the product.
“We’re already receiving great feedback from consumers, with very promising sales so far, and the long-term brand building impressions are important as we continue to grow Prada in premium fragrances.”
