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CASE STUDYABSOLUT ROCK TRAVEL RETAIL
PROJECTOVERVIEW
CLIENT
Absolut Vodka Travel Retail & World
Duty Free
PRODUCT
Absolut Vodka - Rock Limited Edition
TARGET MARKET
25-35 Educated, Urbane, Creative Indi-
viduals
LOCATIONS
Nine worldwide airports - Stockholm,
London, Paris, Frankfurt, Istanbul, Mos-
cow, and Barcelona
BRIEF
Provide a shop window for the limited
edition Absolut Rock, through premium
merchandising and innovative promo-
tional activities
THEOBJECTIVE
Absolut Vodka “Rock Edition”
launched in Selfridges in September
2009 before rolling out to top super-
markets and display cabinets in pre-
mium bars and travel locations across
Europe.
Sheridan&Co were tasked with design-
ing a series of adaptable stands to suit
a range of spaces to reflect the fashion,
glamour, and vibrancy of today’s mod-
ern rock star.
Ultimately the promotions had to:
Drive sales in the intense Holiday sea-
son.
Create brand visibility
Provide unique gift packaging.
Up-Charge
Build the brand.
The travel retail promotion had to start
in the home of Absolut, Sweden, with
the concept subsequently rolled out
worldwide.
THESOLUTION
We designed a series of adaptable
stands to suit a range of spaces.
Each stand specifically designed ac-
cording to the site. Bespoke features
included shelving made to look like
guitar amplifiers, a drum kit, tread
plate flooring, and gobo projections to
bring the stand to life.
Interactive elements were given to key
sites which included personalised com-
puter games and prize draws.
We also turned our hand to fashion,
designing the promotional staff uni-
forms to complete the look.
RENDER TOREALITY
RESULTS
Arlanda Airport, Sweden sold out of
stock two weeks earlier than planned.
The project has been, anecdotally,
deemed ‘a great success’ by clients
and airports in all markets.
The drum kit display bar was put on
display at Insight by Sheridan&Co, our
Retail test bed based in the heart of
the West End of London, again where
it proved its popularity with passing
trade.
PRESS
1 popsop.com 2 the drum 3 creative match 4 iNewswire 5 ideamarketers
OUR COMPANY
COMPANY NAME
Sheridan&Co
WEBSITE
www.sheridanandco.com
ADDRESS & NUMBERS
Head Office
+44 (0)1858 468 000Market Harborough
Riverside
Market Harborough
Leicestershire
LE16 7PT
UK
London
+44 (0)20 7486 749910A Blandford Street
London
W1U 4AZ
UK
New York
+1 212 625 166684 Wooster Street
Suite 703
NY, NY 10012
USA
COMPANY REGISTRATION
NUMBER
1720277
TYPE OF ORGANISATION
Privately owned company
TYPE OF ORGANISATION
Michael Sheridan: CEO & Founder
Julien Sheridan: Sales &
Communication Director
John Dupuis: President-
US Office
OFFICE LOCATIONS
Sheridan&Co has offices in
London and New York with an
affiliate office in Shanghai.
HQ, logistics and manufacturing
sites are located in Market
Harborough.
NUMBER OF EMPLOYEES
80 worldwide