To capitalize on the peak summer travel period in Dubai,
Bacardi launched a month-long experiential campaign featuring Grey Goose, the
world’s leading super-premium vodka.
Running throughout July in the Terminal 3 Arrivals store,
Grey Goose was presented for the first time in travel retail through its new
global experience, Grey Goose Brasserie Bleue.
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| A retro bicycle showcases the new Grey Goose Brasserie Bleue experience |
Bringing a "creative halo" to Dubai Duty Free
Because no shopper sampling is permitted at the airport,
the presentation was designed to focus on a strong visual appeal that played to
the brand’s French heritage. A retro-style bicycle sported a front wicker
basket full of Grey Goose original vodka in one litre and 37.5cl bottle sizes.
The backdrop represented a contemporary brasserie-style
bar decorated with white tiles and blue paintwork, complete with a chrome goose in flight. Shoppers could shop from a self-serve gondola offering the entire Grey Goose range.
Philippa Coleman, Regional Manager – Gulf, Middle East
and Africa at Bacardi Global Travel Retail, said the new Brasserie Bleue at
Dubai had been inspired by a French café-style presentation that the company
had held in late 2015, which drove “significant” conversion and trade-up with
shoppers. She described the Brasserie Bleue initiative as “authentic lifestyle
call to action”.
Saba Tahir, Vice President Purchasing of Dubai Duty Free
added: “Grey Goose vodka is already a very popular brand with Dubai Duty Free shoppers
and this activation brings a creative halo for us both to build on that
success.”
