Bacardi Global Travel and DFS held a high profile pop-up activation for Grey Goose Vodka at JFK Terminal 4 from August-September.
Located at the DFS store entrance with great visibility from the concourse, the Grey Goose pop-up featured iconic images of the Mediterranean Sea, a Grey Goose French style bicycle and Provençal inspired market carts and general joie de vivre of summer on the French Riviera.
Shoppers could have their Riviera moment photographed and have the image transformed into a personalized Grey Goose bottle tag.
Retail ambassadors offered Grey Goose Le Grand Fizz cocktails, served from a retro inspired ice cream bar in front of the “coastline.”
The activations generated significant interest. Social media engagements included over 140,000 snapchat impressions. Direct shopper interactions reached 29,000 with a 20% conversion into sampling.
The campaign was designed to be distinctly disruptive says Geoff Biggs, Director Americas, Bacardi Global Travel Retail.
“Grey Goose and summer cocktails are great partners, whether that’s on vacation or for sophisticated entertaining at home with friends with your own Riviera-inspired cocktails.
“We brought to life the French heritage of the brand, inspiring shoppers with the ease of making a Grey Goose vodka cocktail and the added luxury it brings to any summer drinking occasion.”
Alongside the core Grey Goose range, the brand focus of the campaign highlighted the limited edition Grey Goose French Riviera bottle 2018, designed by Quentin Monge and inspired by his childhood holidays on the French Riviera.
St-Germain liqueur, an ingredient in a Grey Goose Le Grand Fizz, was also featured.