Client Services - Duty Free Retail Brands

Too much of anything is bad, but too much good whiskey is barely enough. Mark Twain

CampbellRigg’s brand activation campaigns for Bacardi Global Retail focus on innovation, exclusivity, and consumer engagement to drive growth in the duty-free sector. Key strategies include offering products that travellers cannot find domestically, and creating memorable experiences through cocktail demonstrations, and leveraging personalized and interactive elements. For instance, The Oakheart brand campaign targets 18 to 24-year-old males and emphasises the masculinity of the drink through slogans such as "Spice things up a bit" and "What happens on tour stays on tour." Airport travellers are allowed to mix their own premium spice rum and cola using Bacardi Oakheart, enhancing consumer engagement and brand loyalty. Bacardi also emphasizes premiumization with other high-end offerings with the Ultra-Premium brands, Bombay Sapphire, Bacardi Heritage and Grey Goose.

CampbellRigg Agency, renowned for its expertise in brand strategy and retail design, collaborates closely with Global Retail Brands to deliver impactful and innovative solutions tailored to the duty-free sector. At the heart of our partnership lies a commitment to enhancing consumer engagement, driving sales growth, and elevating brand experiences across international airports and duty-free outlets worldwide.

Central to CampbellRigg’s approach is their ability to blend creativity with strategic insight. We specialize in crafting immersive brand activations that resonate with global travellers, leveraging our client’s often diverse portfolios to create memorable experiences. These activations go beyond traditional marketing by integrating interactive elements such as botanic spice merchandise displays, cocktail demonstrations and personalized engagements, designed to foster deep connections between consumers and brands.

For example, our travel retail brand team were responsible for delivering the integrated marketing campaign for Ron Superior Heritage Limited Edition story. The point-of-sale material is designed with beautifully adorned mute colours and Edwardian writing, our brand team creatively captured the designs of the early 20th-century craftsman and added a modern touch with a luxurious, wooden case with a red interior.

CampbellRigg excels in translating brand narratives or story-telling into physical spaces that captivate and inspire. Through their retail design expertise, they reimagine international spirits duty-free environments as dynamic showcases of premium and ultra-premium offerings, including iconic brands like Bombay Sapphire, Bacardi Heritage, Russian Standard, Highland Park Scotch Whisky, Beluga and Grey Goose Vadka. Their designs are not just aesthetically pleasing but strategically aligned to optimize foot traffic, enhance visibility, and drive sales through effective merchandising strategies.

Another global integrated branding communications and marketing campaign celebrated the 150-year anniversary of Bacardi Rum making. Our creatives utilised the unique historical brand assets in the Bacardi archive, our creative team captured the energy and life in Cuba throughout the history of the brand.

Moreover, CampbellRigg’s services extend beyond initial concept development to encompass comprehensive project management and implementation. We work closely with partners of Global Retail Brands to ensure seamless execution of campaigns, from the conceptual stage to final deployment. This collaborative approach ensures that each activation meets the highest standards of quality and aligns with Bacardi’s global marketing objectives.

In essence, CampbellRigg Agency’s partnership with Bacardi Global Retail represents a synergy of innovation and excellence in the duty-free retail space. By leveraging our expertise in brand strategy, retail design, and project management, CampbellRigg helps Bacardi create impactful brand experiences that resonate with travellers worldwide, driving growth and solidifying Bacardi’s position as a leader in the global spirits industry.

How do our clients benefit from our services?

Our innovative brand activation campaigns enhance consumer engagement and drive growth in the duty-free sector by offering unique, exclusive products and creating memorable experiences. The Oakheart campaign, for instance, targets young male travellers with masculine slogans and interactive elements like mixing their own premium spice rum, boosting engagement and brand loyalty. Emphasizing high-end offerings like Ultra-Premium brands further appeals to discerning travellers, promoting premiumization and exclusivity.

By developing a compelling duty-free brand format/channel, we help airport operators increase sales and brand loyalty significantly ahead of the average. Distinctive. Memorable. Top-of-mindedness branding.

Marketing and brand design services made simple at the CampbellRigg Agency

“I drink to make other people more interesting.” - Ernest Hemingway - and - “The future belongs to partners that give the customer centre stage in their business models by offering creative solutions, innovation and best practices.” -  Campbell Rigg