SPAIN. Moët Hennessy Travel Retail Europe has kicked off a series of creative activations to support single malt Scotch whisky Glenmorangie’s ‘It’s Kind of Delicious and Wonderful’ campaign.
As revealed, the campaign has begun with a barber shop-themed pop-up in partnership with Dufry at Adolfo Suárez Madrid-Barajas International Airport. The activation is one of six planned at European airports in coming months.
The broader campaign invites consumers to experience the brand through a series of relaxing activities. Moët Hennessy Travel Retail Europe aims to elevate the whisky category by offering channel-exclusive activities that engage with passengers in a meaningful way, including hot air balloons at Istanbul Airport and greenhouse experiences at Paris Charles de Gaulle, London Heathrow, London Luton and Edinburgh airports.
The colourful and welcoming pop-up targets a younger audience and invites women whisky lovers to discover Glenmorangie’s collections. Featuring the brand’s signature orange colour palette, the immersive space offers a relaxing environment for travellers who want to indulge in a glass of whisky and a self-care break at the airport.
Visitors can enjoy a whisky tasting and learn more about the brand’s travel retail-exclusive offerings: The Accord, The Elementa and The Tribute.
The centrepiece of the pop-up is the barbershop station which highlights the campaign’s philosophy of ‘Finding pleasure in life’s simple moments’ by offering passengers a self-care massage experience.
Dufry Global Liquor Category Management Head David de Miguel commented: “At Dufry, we are thrilled to collaborate with Moët Hennessy Travel Retail Europe on this exciting project, which brings a fresh and inventive approach to travel retail. We are committed to providing our customers with exceptional and unforgettable experiences, and we believe that Glenmorangie’s activation will offer just that.”
This series of playful activations is inspired by one of the shots in the Glenmorangie ‘It’s Kind of Delicious and Wonderful’ campaign film, unveiled in November 2022. Glenmorangie partnered with photographer Miles Aldridge to create a technicolor film that celebrates simple pleasures of life, “which can be transformed into joyous moments by savouring a glass of the single malt whisky,” Moët Hennessy Travel Retail Europe noted. ✈
