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The OakHeart campaign runs through October, a year on from launch |
Bacardi Global Travel Retail has marked the first anniversary of the launch of its Bacardí OakHeart line extension with a series of promotions at airports worldwide.
Named “˜Oaktoberfest’ the campaign is running during October at key locations from Las Vegas to Copenhagen and from Dublin to Antalya. Travellers are being served with “˜Oak & Coke’ – OakHeart mixed with Coca-Cola by hosts and hostesses dressed in traditional Bavarian costumes, with the theme linked to the Munich Oktoberfest. The promotion is featured in advertising across the airports’ concourses.
Passengers can have photos taken of themselves against Bavarian backdrops or in front of cut-out boards. Consumers who then purchase OakHeart will receive either a free stein glass, a T-shirt or an iPhone case.
The brand owner said that OakHeart is having a big impact on the spiced rum category and helping to increase footfall into travel retail stores.
Vinay Golikeri, Marketing Director for Bacardi Global Travel Retail, said: “Through well-targeted high-profile promotions like Oaktoberfest, OakHeart is engaging with its target audience of young, adventurous men aged from legal drinking age to 29 years old – a group that are typically reluctant travel retail shoppers – and driving them in-store to purchase on their travels.”
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The campaign aims to engage young adult travellers at airports worldwide |
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