Bacardi staged a radical interpretation of its John Dewar
& Sons Fine Whisky Emporium at Frankfurt Airport in a campaign that ran
throughout January.
The spirits giant partnered with Gebr Heinemann to
deliver an experience for millennial consumers that brought to life Dewar’s blended Scotch whisky.
 |
| The Dewar's vapourised sampling experience at Frankfurt Airport |
Innovative marketing
Originally founded in 1846 by John Dewar, it was his
dynamic sons – John Alexander Dewar and Tommy Dewar – who made the brand an
international success, founded on their two different passions.
John’s passion for over-engineered quality ensured the
early introduction of double-ageing, embedding the importance of provenance and
aged stock. Meanwhile, Tommy developed the emotional thinking behind
the brand, cultivating its original personality with innovative marketing and
renowned brand idioms, or Dewarisms. Tommy’s other passion in life was his
prize-winning chickens.
This compelling mix of original attitude and
over-engineering for quality was brought to life at Frankfurt Airport in an
attention-grabbing installation, located on the main concourse to attract
maximum footfall.
Tommy Dewar’s creative influence was expressed through
several key features. Firstly, a vapourised sampling experience transformed the
premium aged single malts within the blend into liquid vapour, aiming to
intrigue the visual and scent senses.
Temporary tattoos
Tommy’s prize-winning chickens featured throughout the
space, culminating in an invitation to play a high-energy game of Chicken
Bingo. Bingo numbers, representing the range of age statements in the whisky
portfolio, were 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 relaxed in the
retro-style barber’s chair while temporary Dewar’s tattoos were applied.
Polaroid camera photos provided an instant souvenir of their new sleeve.
In addition, giant plasma screens located after passport
control invited passengers to the main activation area where they were
entertained and then encouraged to visit the in-store Heinemann Duty Free promotion.
Here they could collect their bingo prize, sample whisky from an egg cup, or
try the vapour sampling and have another go at Chicken Bingo.
Finally, shoppers were offered advice on the best bars to
visit in Frankfurt to enjoy the Dewar’s portfolio.
Invigorating the whisky category
Mike Birch, Managing Director of Bacardi Global Travel
Retail, said he was delighted with the Frankfurt campaign: “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.”
Rüdiger Stelkens, Purchasing Director Liquor, Tobacco,
Confectionery & Fine Food at Gebr Heinemann, added: “At Heinemann our
passion is to set the bar high with new creativity that people will only find
in our stores. 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.”
