Read all about it: Proximo Spirits and Heinemann Australia feature The Kraken at Sydney Airport
Promotions of the travel retail-exclusive variant of The Kraken Black Spiced Rum were supported by a stand-out ‘Where will The Kraken strike next?’ campaign. Proximo Spirits and Heinemann Australia have partnered to launch the second limited-edition, travel retail-exclusive variant of The Kraken Black Spiced Rum at Sydney Airport. The launch is supported by an eye-catching ‘Where will The Kraken strike next?’ marketing campaign, centred on a hoax story in imaginary newspaper, The Beastly Times. The latest The Kraken edition hit the shelves on 6 September, supported by activations in departures and both arrivals stores which ran until 4 October. A permanent 3D wall bay also made its debut, featuring a “stark depiction of the Kraken’s darker intentions for Sydney” and the design of the Limited-edition bottles echoes the inaugural London edition by depicting The Kraken”s attack, this time on Australia's harbour city. Proximo responded with a tongue-in-cheek response, noting that many countries around the world are adopting a ‘better safe than sorry’ approach to protecting their cities.
Опубликовано : 2 года назад от в Travel
Proximo Spirits has partnered with Heinemann Australia Tax & Duty Free to launch the second limited-edition, travel retail-exclusive variant of The Kraken Black Spiced Rum at Sydney Airport.
As reported, the first edition was revealed in selected London airports last year.
The Sydney launch is supported by an eye-catching ‘Where will The Kraken strike next?’ The Kraken vs Sydney marketing campaign, centred on a hoax story in imaginary newspaper, The Beastly Times.
The latest The Kraken edition hit the shelves on 6 September, supported by activations in departures and both arrivals stores which ran until 4 October.
A permanent 3D wall bay also made its debut, featuring, according to Proximo, a “stark depiction of the Kraken’s darker intentions for Sydney”.
Promotional areas were staffed by travel retail staffing, promotional and marketing services agency Azzura One Enterprise, founded by Toni (Maria Antonietta) Martello.
The design of the limited-edition bottles echoes the inaugural London edition by depicting The Kraken’s attack, this time on Australia’s harbour city. Graphics have the cephalopod beast rising from the depths of the picturesque Sydney Harbour to wrap its tentacles around Sydney Harbour Bridge, tearing a large chunk of the landmark away, ironically a century on from when its construction commenced.
The launch prompted a tongue-in-cheek response from Proximo: “Following the attack, The Kraken was reportedly sighted heading south. In response, it seems that many countries around the world are adopting a ‘better safe than sorry’ approach to protecting their cities.
“In recent days, there has been rumour of defence activity mobilising in nearby Aotearoa [New Zealand] as well as structural reinforcements along the Hudson.”
Темы: Australia