The full spirit of Mexico’s annual ‘Day of the Dead’ festival provided the perfect festive flavour of leading tequila brand Jose Cuervo.
The theme was chosen as the best platform to encourage airport passengers to trial the brand’s Margarita signature serve at duty free stores within London Gatwick, London Heathrow T3 and Frankfurt airports.
The challenge was on for HRG to create a lively display and activity that would change the perception of tequila as a spirit consumed as solely in shots but reposition it as a drink to be savoured and enjoyed amongst friends and loved ones.
Firstly, however, HRG had to entice them to the space. By devising geo-targeted ads that popped up as passengers browse Facebook, providing an intriguing invitation to find out more.
To recreate the perfect festive flavour, HRG designed and built a space vibrantly decorated in a palette of fluorescent colours against a glossy black backdrop with images of passionate dancers, multicoloured skeletons and flower motifs.
Once shoppers entered the space, they were invited to sip free tastings at a counter and get the chance a win a holiday to join festival goers in Mexico through accessing a microsite. Whilst take-away recipe cards provided delicious suggestions to savour in the summer.
The retail promotion just goes to show by blending the right design and marketing strategy cocktail, a brand can serve an experience that is as memorable as many a worldly adventure.