Maxxium Travel Retail is staging a launch campaign for bold new bourbon, Devil’s Cut at Frankfurt airport whilst at the same time unveiling a striking three-month awareness drive across its expanded Jim Beam portfolio.
This major airport activation celebrates Jim Beam’s leadership through innovation and promotes the April launch in European travel retail of premium expression, Devil’s Cut. Aimed at 26-39 year old men, Devil’s Cut is a unique product with flavour unlocked from inside the barrel wood.
Under the campaign banner Unleash your Spirit, the high-visibility initiative for Devil’s Cut runs throughout June and encompasses activity both in and out of store. The month-long campaign at Frankfurt airport includes extensive sampling at T1 B Schengen Heinemann Duty Free Shop and luxury lounge and the T1 B East Schengen shop, supported by brand visibility at other Heinemann Duty Free stores. With every purchase of Devil’s Cut, customers receive a free whiskey tumbler and are encouraged to enter a draw which runs until August to win a special VIP Club night prize for the winner and five friends. All activity is highlighted to travellers by attention-grabbing 3D street art graffiti and eye-catching ‘burned by the devil’ point of sale material.
German pavement artist, Ella Mundt intrigued travellers as she created a 4x6m devilish 3D floor painting at a high footfall area of Frankfurt’s Terminal 1 shopping avenue over the course of four days at the beginning of June. The drawing will remain on the floor until the end of the month. Devil’s Cut advocates encourage passengers to photograph themselves within the 3D artwork to upload on social networks and the Devil’s Cut 3D airport art Facebook page to create a buzz online. They then direct them to sample and purchase at the main Heinemann store which also features a 3D street art drawing to guide consumers to the tasting stand. To amplify the message, video footage of the activation will be uploaded on You Tube and the Devil’s Cut 3D airport art Facebook page.
Maxxium Travel Retail is also promoting Jim Beam’s heritage and number one status with a three-month awareness-raising initiative for other expressions in the portfolio. Until the end of August Jim Beam White, Jim Beam Black, Red Stag by Jim Beam and Heinemann-exclusive Jim Beam 1795 will be featured heavily at the T1 B Schengen Heinemann Duty Free shop with prominent displays and pillar branding. In the store’s luxury lounge, consumers will be invited to taste not only Devil’s Cut but also Jim Beam Black and Red Stag. The branded tasting area for Jim Beam Black will heighten the bold profile and age of the expression, whilst Red Stag, the cherry-infused bourbon will be served from a chilled shot machine. Customers will be offered two shot glasses with the purchase of two bottles of Red Stag and a branded black bag with the purchase of two bottles of Jim Beam Black. Jim Beam 1795 is a limited edition of only 200 bottles and was launched in May as a tribute to the brand’s heritage and the beginnings of the distillery.
Maxxium Travel Retail’s marketing manager for Europe, Mariska van Beukering says: “The Jim Beam brand is a major focus for our business and as Germany is a key market both domestically and in travel retail, Frankfurt is one of the most important airport hubs. Through product innovation we have developed a very strong bourbon portfolio and combined with first class activation, recruiting new drinkers and satisfying more discerning Jim Beam loyalists, we are now growing the category. The many touch-points at the airport, starting with the unique street art installation will attract travellers and captivate interest in Devil’s Cut. The extended campaign around the Jim Beam family celebrates the expansion of the portfolio and reinforces our leadership status.”
Head of purchasing LTC at Gebr. Heinemann, Rüdiger Stelkens says: “We aim to provide our customers with the most innovative products and exclusive premium expressions as well as the most engaging activity in store. The high visibility and scale of this campaign will create extensive awareness and bring consumers to our stores, enhance their appreciation of Jim Beam and ultimately increase sales.”