Bacardi and Lagardère Travel Retail are partnering in a digital campaign targeting millennials at London Luton Airport and London City Airport from 20 August until the end of September. Celebrating the launch of BACARDÍ Añejo Cuatro, invitations are served direct to mobile devices with incentives to come and explore the new launch in-store.
The mobile invitation encourages travellers to download a barcode (on completion of the on-line legal drinking age gateway) and to present it in-store to receive their complimentary sample bottle of BACARDÍ Añejo Cuatro.
Two mechanics are being tested, to provide learnings of passenger behavior and redemption rates for future campaigns. Some passengers will receive the invitation to receive a complimentary sample, others will receive the invitation to purchase a BACARDÍ product in order to receive a complimentary sample of BACARDÍ Añejo Cuatro. Throughout the campaign real-time learnings will actively direct the ratio of the two different mechanics, to maximize the effectiveness of the campaign.
Additionally, at London City Airport in September, anyone using the airport’s free wi-fi will see a message on the landing page inviting them to download a code and present it in Aelia Duty Free store for a sample bottle of BACARDÍ Añejo Cuatro.
Bacardi Global Travel Retail is committed to developing digital campaigns that engage directly with shoppers as Julie Winterden, Marketing Director, Bacardi Global Travel Retail explains: “This approach is especially powerful in helping us engage shoppers with new launches and contemporary premium brands like BACARDÍ Añejo Cuatro. Connecting with travellers at key points along their journey, to and through the airport, is a sweet-spot for timely engagement which can unlock incremental sales.
“We know that millennials – who represent over 20% of the entire population (source: Nielsen’s Total Audience 2017) will choose to enter a store when there’s the right kind of disruptive, engaging experience, preferably one integrating digital and physical worlds. This is a key strategy for Bacardi Global Travel Retail and, where we have the right space and shared partnership approach with retailers such as Lagardère, the results are proven to drive conversion and incremental sales.”
Amaury Dehen, Managing Director of Lagardère Travel Retail UK & Ireland said: “Lagardère Travel Retail has always been committed to delivering the ultimate customer experience in our retail stores. We’re excited to enhance the customer experience at London City and London Luton airports and to have worked with our partner Bacardi to bring some excitement to the passengers via the use of technology to redeem free samples of BACARDÍ Añejo Cuatro in our stores.”
BACARDÍ Añejo Cuatro (“four” in Spanish paying homage to the brand’s Cuban roots) is a new premium rum, barrel-aged undisturbed under the Caribbean sun, for a minimum of four years and has flavours of mild vanilla, toasted oak, clove and honey.
As the luxury trend within the spirits industry continues to grow, more and more, spirits enthusiasts are looking to trade-up and are expecting enhanced premium, exceptional experiences. While rum was often only thought of as a spirit to be mixed in tropical drinks, BACARDÍ Cuatro will shed that image and introduce consumers to a more sophisticated, complex side of rum.
BACARDÍ is one of the oldest and most respected rum brands in the world, with more than 156 years of history and heritage. For the family-owned brand, rum is more than about business, it’s personal as a family name is proudly displayed on every bottle – as exemplified through generations of expert craftsmanship and authenticity, BACARDÍ has all the ingredients, deep history, and heritage to lead the premiumization of the rum category.
BACARDÍ Cuatro has been created in collaboration with BACARDÍ rums deeply knowledgeable Maestros de Ron (Master Blenders), who shape and craft all the products in the BACARDÍ portfolio. The brand’s Maestros de Ron are carefully chosen and trained under the stewardship of seven generations of rum-making expertise.
BACARDÍ premium rums are barrel aged undisturbed in tropical climates for a minimum of the number of years stated on the labels. Maturation occurs faster in warmer regions, which means BACARDÍ rums tend to age faster than most whiskies, which are typically aged in cooler climates. BACARDÍ rums often boast the same level of depth and character as a whisky that is aged twice or three times as long.
