GERMANY. Maxxium Travel Retail and Beam Inc. have launched a striking multi-touchpoint promotional campaign for Jim Beam Honey at Munich Airport. The newest member of the Jim Beam brand family is being promoted through in-store activity with retailer Eurotrade, a prime concourse sampling and interaction area and a month-long airport advertising campaign.
The activity follows the launch of Jim Beam Honey in European travel retail with Eurotrade and Gebr Heinemann last month. Beam Travel Retail Business Manager EMEA Antony Kime told The Moodie Report that the introduction – alongside recent launches Red Stag by Jim Beam and Devil’s Cut – enables Beam to adopt a new portfolio-driven approach to the brand.
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Jim Beam Honey beekeepers staff the concourse sampling bar |
The concourse activity includes a sampling bar staffed by Jim Beam Honey’s beekeepers, where passengers can taste the new flavoured whiskey alongside Jim Beam White, Jim Beam Black, Devil’s Cut and Red Stag by Jim Beam.
Also in the concourse area, passengers are invited to step into a traditional, hand painted beehive, where they face a holographic swarm of bees, viewable to other passengers from a window in the hive. A specially developed iPad app takes photos of passengers in the hive and uploads them to Jim Beam Germany’s Facebook page and a microsite.
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Passengers can face a holographic bee swarm inside a specially made hive |
Maxxium Trade Marketing Executive Europe North Janine Riedel told The Moodie Report that the promotion’s combination of traditional design and cutting-edge technology reflects both the heritage of Jim Beam, and the innovative approach of its latest flavoured variant.
Maxxium Travel Retail Marketing Manager Mariska van Beukering said: “Jim Beam Honey is making bourbon even more accessible for consumers and is set to be a significant sales driver in the Jim Beam portfolio. Germany is a key market both domestically and in travel retail, and this unique 3D sensory experience provides the perfect platform to appeal to younger drinkers, who are key to the growth of the bourbon category.”
In Eurotrade’s stores, Jim Beam Honey displays and tastings are accompanied by promotional literature and a gwp offer of honeycomb-style sunglasses with every two bottles purchased.
The airport advertising campaign (above) features 200 ten-second video slots each day on Munich Airport’s landmark advertising screen outside the airport’s main entrance.
Maxxium is also staging in-store tastings and promotions at Hamburg and Frankfurt airports with Gebr Heinemann, reinforcing the brand’s strong position in the German travel retail market.
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Concourse activity is supported with display and sampling units in Eurotrade’s outlets |
