Summer showcase: Travel retail’s hottest campaigns


“The shopper is the star of the show”

Personalisation has been central to another Bacardi Travel Retail shopper engagement campaign. In it, a personalised bottle service is being rolled out in global travel retail locations, and was offered first in Gebr. Heinemann’s stores at Frankfurt Airport.

The innovative service taps into the trend of personalisation as a key purchase motivator among often hard to impress Millennial consumers. Customers can choose to add a name and their own message to the label on the Bacardi Carta Blanca bottle.

Let's be Frank: The personalisation service, launched at Heinemann’s stores at Frankfurt Airport, gives travellers the chance to add their name and a message to the bottle label.

The personalisation is being activated as a central feature within dedicated in-store Bacardi promotional areas, while the brand’s rum portfolio is also being showcased with cocktail-making demonstrations and sampling.

“There’s a huge global trend for consumer personalisation of their favourite brands and this is a key strategy in how we recruit and engage the next generation of consumers right to the heart of the Bacardi brand,” says Bacardi Global Travel Retail Marketing Director Julie Witherden.

“The shopper is always the star of the show and that’s our core message in this campaign.”

The shoppers are the stars: The brand is aiming to recruit and engage the next generation of consumers.


The Moodie Davitt e-Zine | Issue 245 | 30 August 2018