INTERNATIONAL. Pernod Ricard Global Travel Retail (GTR) has unveiled a pop-up campaign called ‘New Time Zone, Same Cocktail Hour’. The concept, which launched globally in June, highlights its vast portfolio of white spirits brands.
Travellers can experience the activation in key travel hubs including Sydney, London Heathrow and New York John F. Kennedy International airports.
The campaign is targeted towards Millennial and Gen Z shoppers and driven by the growing home cocktail trend. Not only do they showcase Pernod Ricard GTR’s white spirits brands including Absolut, Malibu, Beefeater, Havana Club, Malfy and Jameson through immersive retailtainment elements, they also offer cocktail recipes, serve suggestions and other tasting experiences.
The animations are dressed in bold colours which aim to create an emotive connection with travellers. A Spin the Wheel game is a standout feature and invites travellers to discover their perfect cocktail.
Afterwards, they can take home a cocktail recipe which includes a white spirit of choice. The recipe comes in a fun, luggage tag-inspired design.
“We are thrilled to be launching the ‘New Time Zone, Same Cocktail Hour’ white spirits platform for young travellers globally,” commented Pernod Ricard GTR Group Brand Director Lisa McCann. “The name and concept aims to bring to life the fact that although the time zone you are heading to or from may change, the certainty of a cocktail hour doesn’t.
“We know that Millennial and Gen Z consumers are always looking for original ways to explore white spirits and discover innovative and exciting ways to drink well-loved brands like Absolut, Havana Club and Malfy.
“The platform is the perfect place for white spirits shoppers to get inspiration and discover new brands through easy to replicate cocktail recipes, which they can enjoy during their trip, wherever the end destination may be.” ✈
