Diageo’s Global Travel Retail division has opened another brand-led activation in the sales channel, this time for the alcohol-free expression from Tanqueray.
‘Lounge 0.0%’, which runs until the end of July, has opened in the World Duty Free store at London Heathrow’s (LHR) Terminal 5. The site is designed to promote responsible consumption to travellers, centred around an online quiz that offers a Tanqueray 0.0% & tonic sample.
A QR code on a “bespoke boarding pass” opens the quiz on the consumer’s mobile device, with the activity requiring a visit to the pop-up for completion. A free branded water bottle is also included in the activity.
Diageo debuted Tanqueray 0.0% in GTR in October last year.
Earlier this month, the brand owner launched a similar pop-unit, again in LHR’s T5, for Johnnie Walker Blue Label.
Putting the shopper at the heart of Global Travel Retail plans
