Creating unique brand imagery and merchandising system display for airport duty-free Sydney. Part of a global brand activation programme by Bacardi.
The potential of "convenience and gifting" channels in International Airports have made their mark.
Many premium gin brands have embraced these developments to unlock an opportunity as 'brand-savvy' customers look for provenance, authenticity, heritage and quality.
Brand Savvy Gifts and what we did for Bacardi
If spirits brands are willing to engage with their customers more they will succeed in the exciting evolution in the drinks industry because premiumisation is driving spirits value and growth.
The potential of convenience and 'gifting' channels have already made their mark. Premium gin brands with numerous botanicals have embraced developments in 'ready to drink', the cocktails market, and the new consumer experimentation niche as consumers become more 'brand savvy'.
These customers are looking for provenance, authenticity, heritage and quality as a de-seasonality of consumption is taking hold.What we did for Bombay Sapphire
Our brand team designed highly visible and prominent ‘sensory’ displays so an air traveller would likely stop in their tracks, absorb information about Bombay Sapphire, and appreciate why it is a unique product. It was important our interpretation of the theme was realised in a display that would capture the brand essence and satisfy certain criteria.
The Solution: With this brief in mind, our brand and team designed the bespoke merchandising unit.
We created an unconventional, highly impactful design that would maximise in-store visibility so that air travellers would stop in their tracks and then through a very sensory display be engaged by the experience and in the process appreciate why Bombay Sapphire is a unique spirit;
The overall gondola shape was inspired by the movement of the spirit vapour in the unique Vapour Infusion process. We wanted to design something that customers would be compelled to interact with. We did this by designing a ‘turntable’ copper basket, which sits within a circular illuminated cut-out, and holds 10 uplit botanical glass decanters engraved with botanical drawings. Customers can open each decanter and smell the distillate inside, each distillate has been infused with the natural aromas of one of the 10 individual botanical ingredients. The unit holding the decanters is a smaller scale adaptation of the perforated copper basket that is used to hold botanical ingredients during Vapour Infusion.
The display had to be innovative and eye-catching in design. The unit is lit by a state of the art computer-controlled light system. The top edge of the ‘S’ shaped central feature wall has flush continuous scrolling LED lighting to give movement to the unit; the curved central wall has a blue finish on one side with perforations that are backlit – the LED lighting is animated to evoke visually the process of each botanical aroma being infused into the spirit. A blue decal finish on the other side shows pictures of the natural botanical ingredients.
The gondola is complete with a touch screen monitor mounted on an end panel with a copper finish to the inside face and shows a video of the Bombay Sapphire master mixologist making the signature cocktail, a perfect Bombay Sapphire Collins.
Lastly, the unit displays ample product for the footfall volumes expected and meets the technical specifications of the duty-free operator.
Bacardi Global Travel Retail enlisted our brand team to help create, design and implement a unique sensory merchandising display for Bombay Sapphire.
The results of our collaboration with Bombay Sapphire can be seen in the unique merchandising display at Sydney airport.
Location - Sydney, Australia.