Pernod Ricard Travel Retail has brought the innovation and creativity behind Absolut Warhol to life through a series of visually-led brand experiences across gateways worldwide including at Heathrow’s Terminal 3, Sydney, Dubai, Singapore Changi and Bangkok.
The campaign is due to roll out across multiple airports until the beginning of January 2015.
The pinnacle in-airport experiences, hosted in Heathrow’s T3 and Singapore Changi Airport, pay tribute to Andy Warhol’s famed silk-screen printing design process, set in his New York Studio.
The pop-up is aimed at being creative and fun, engaging with passengers through the interactive facial recognition technology, which is embedded into the heart of the design.
Triggered by unexpected movement, the technology identifies consumers’ facial expressions and movements and allows them to create their own unique Warhol style selfie.
Libby Wilding, brand manager at Pernod Ricard Travel Retail Europe, comments: “Taking inspiration from the iconic collaboration, we have included an innovative digital element at the centre of the London Heathrow activity, appealing to our targeted young urban creatives and immersing them in the world of Absolut in true Warhol style.
“As the largest Vodka brand in Travel Retail Europe, Absolut’s pioneering role as an innovator will continue to drive category growth through these experiences which immerse passengers and create moments people want to share worldwide.”
Travellers in Travel Retail Pacific are also being introduced to Absolut Warhol including at Sydney Airport and Melbourne Airport and eventually at Perth, Cairns, and Auckland airports later this month.
Pernod Ricard Travel Retail Asia is launching it across the region this month with key sites including in China, Kuala Lumpur International Airport, and at other gateways.
Vodka is a growing category within Asia travel retail, a market notably dominated by Cognac and Scotch.