Pernod Ricard Global Travel Retail marked the launch of Absolut Grapefruit in travel retail with an interactive and immersive activation at Amsterdam Airport Schiphol.
The ‘Pink It Up!’ activation ran from 1 May to 30 June at the duty free area operated by Gebr Heinemann and Royal Schiphol Group joint venture Schiphol Airport Retail.
The activation included tastings of Absolut Grapefruit and Beefeater Pink cocktails as well as the opportunity to win on-the-spot prizes by picking faux fruit. Digital screens throughout the airport promoted the activation, which Pernod Ricard said engaged with more than seven million passengers.
Travellers who purchased a bottle of Absolut Grapefruit were also gifted with a branded eye mask.
“Absolut Vodka is constantly seeking out new and impactful ways to engage with consumers along the travel trail and so we’re delighted with the success of this exciting activation in Amsterdam, a city known for its colourful and diverse mix of cultures and backgrounds,” said Pernod Ricard Global Travel Retail Marketing Activation Manager Sophia Sergides.
“The fact that this product doesn’t contain any added sugar is particularly important to us, as well as our customers, and we’re proud to achieve this without any sacrifice to its naturally sharp and refreshing grapefruit flavour.”
Gebr Heinemann Activity Manager Johanna Niehaus commented: “The travel retail sector is an increasingly competitive landscape and brands must work hard to stand out from one another. ‘Pink It Up!’ does just that – enticing travellers with a visually striking activation, and a fun and engaging platform to experience and learn more about the refreshing new Absolut Grapefruit and classic Beefeater Pink.”
