Background

Limited Edition’ is a key purchase driver within travel retail.

Insight

Shoppers believe that Duty free shops often contain special products that aren’t available in normal stores.

Browsing to find something a little different is part of the fun of travel.

But this doesn’t apply to spirits as much anymore, and so only 20% of passengers ever stop to shop here.

Action

Commissioned Jasper Goodall, the famous British illustrator to craft three
distinctive bottle designs, each with their own reinterpretation of the
famous Johnnie Walker ‘striding man’ icon. Together we created a work of
art that disrupted shoppers and added a luxurious collectors twist to an
already premium brand.
We used out of store communication to encourage travellers to come into
the store and take a closer look, showcasing the rare and exclusive bottle
to them once in store.
Executed exclusively in Duty Free.

Result

Not Available

Reference

Davitt, D. (2011, July 22). Limited edition Johnnie Walker with Jasper Goodall launched. The Moodie Report.

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