Travel retail highlights

Illustrating the power of street art


Five street artists, five graffitis, five cities and five styles: Label 5 blended Scotch whisky is charging ahead in the latest instalment of its global Power of 5 campaign.

Earlier this year, the La Martiniquaise-owned brand recruited five street artists from five locations – Beirut, Hong Kong, London, Brussels and Mexico City – to offer their takes on Label 5’s values of openness, diversity and energy.

The colourful campaign has attracted a lot interest and support on social media and the brand has asked its more than 364,000 Facebook followers to vote on their favourite graffiti. The winner will be featured on the label of a limited-edition Label 5 next year.

It is a great example of customer engagement, made even more relevant to travel retail with a special Cannes edition.

Label 5 has asked its social media followers to vote on their favourite graffiti artwork. The winner will be featured on the label of a limited-edition expression next year.


The Moodie Davitt e-Zine | Issue 249 | 11 October 2018