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Absolut unveils Masquerade gift pack promotionsAbsolut unveils Masquerade gift pack promotions
Andrew Pentol
8-Dec-2008
Hostesses dressed in Masquerade themed costume and tasting sessions help encourage sales of the new Absolut gift pack
Pernod Ricard Travel Retail is running a series of promotions as V&S Absolut Spirits’ Masquerade gift pack is rolled out to travel-retail locations across Europe and Asia. Absolut Masquerade is inspired by glamorous costume parties and features a package design of 3,238 shiny red spangles in the shape of the Absolut bottle.
The gift pack, originally launched at London Heathrow airport in September 2008, will continue to be rolled out until January 2009 and will be supported by in-store theatre displays and consumer events. Pernod Richard Travel Retail has been also been holding promotions with German travel retailer Gebr Heinemann at Istanbul Atäturk, Copenhagen Kastrup, Oslo and Frankfurt airports, with The Nuance Group at Zürich airport, with Aldeasa at Barcelona and with Aelia at Paris Charles de Gaulle and Orly South since November.
At each location the gift packs are displayed on podiums with hostesses dressed in Masquerade-themed costumes encouraging sales of the new Absolut packs. Individual activities are also taking place at other airports including Atäturk, where customers have the opportunity to dress up in Masquerade regalia, and Frankfurt, Zürich and Paris airports where tasting sessions are taking place. All promotions and activities in Europe will run until the end of the month.
Meanwhile, the new packaging will be promoted at Singapore Changi airport until mid-January. The promotions, which are taking place at DFS stores and on the terminal three concourse, include mix-it bars that are open daily for tastings of cocktails and gifts with purchase of an Absolut flavour miniature with every bottle of the new gift pack bought. Passengers in T3 are also being invited to dress up in Masquerade party outfits and attend Masquerade parties every Friday, Saturday and Sunday evening.
Pernod Ricard Travel Europe head of marketing John Smailes said: “We are happy to launch the new seasonal gift pack as our first big activity on Absolut since acquiring the brand in European travel-retail. We believe this campaign is another good example of the type of innovative creative concept that Absolut has implemented so well in the past. By ensuring impactful execution in key locations we are confident the new gift pack will continue to excite the travelling consumer in European airports.”
Pernod Ricard Asia Duty Free brand manager Peggy Siu added: “Absolut has once again extended the concept of what a gift pack can offer the consumer. With the aim of inspiring people to embrace their glamorous side, Absolut is taking Masquerade into the modern era where the possibilities of being yourself and expressing your personality are more important than ever.”
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