It has chosen the German gateway for its most radical interpretation yet of its John Dewar & Sons Fine Whisky Emporium, which is designed to attract millennial consumers with a highly disruptive and engaging campaign that it claims "brings to life the duality at the heart of Dewar's blended scotch whisky".
The Emporium boasts a vapourised sampling experience where Dewar's and three of the premium aged single malts are transformed into liquid vapour, intriguing the visual and scent senses.
Tommy’s prize-winning chickens is another feature, culminating in an open invitation to play a high-energy game of Chicken Bingo. Bingo numbers, representing the range of age statements in the whisky portfolio, are distributed for a chance to win prizes celebrating favourite Dewarisms, such as ‘the only thing you’ll find in a hurry is trouble’.
While Tommy’s Tattoo Parlour offers consumers the chance to sit back and relax in the retro-style barber’s chair while temporary Dewar's tattoos are applied.
Polaroid camera photos provide an instant souvenir of their new Dewar's sleeve.
A key strength of the campaign is its influence on the whole passenger journey.
Giant plasma screens located after passport control feature visuals of floating Dewar's ‘twins’ and invite passengers to the main activation area where they are engaged, entertained and then encouraged to visit the ‘in-store’ Heinemann Duty Free activation.
Mike Birch, managing director of Bacardi Global Travel Retail, says: “The investment we have made in this campaign at Frankfurt Airport demonstrates our passion and commitment to invigorating the whisky category.
"Dewar's has great ambition and a unique offering - it is well positioned to drive excitement and interest from new shoppers, especially those who may think of whisky as an older person’s drink.
"We want to disrupt and challenge that thinking and this innovative activation experience will stop people of all ages in their tracks to explore the wonderful, eccentric world of Dewar's and challenge their perceptions of the whisky category.”
Rüdiger Stelkens, purchasing director liquor, tobacco, confectionery and fine food for Gebr Heinemann, says: “At Heinemann our passion is to set the bar high with new creativity that people will only find in our stores.”