Grey Goose has partnered with creative agency Swipe Back in a bid to build awareness of its expanding portfolio of products.
When travellers stand in front of the installation, they see a virtually frosted screen. By using hand gestures they can unveil the bottles of Grey Goose’s new flavours: watermelon & basil, strawberry & lemongrass, and white peach & rosemary.
Those going on holiday are then asked to select a flavour before the screen displays a plant-covered wall, with flowers taking an augmented 3D shape of the user, reacting to the travellers’ movements and gestures – intensifying the experience of nature.
It then displays in-depth information on the new flavours, such as ingredients and the recipe, along with a QR code to Grey Goose’s website.
The campaign is currently live at Heathrow Terminal 5, until 30th April.
“As a category that relies on taste, we’ve worked with Grey Goose to create a multi sensorial experience, but with a particular focus on sight, capturing travellers’ imaginations in a competitive arena like duty free,” Swipe Back co-founder Nikhil Roy said.
“We’re helping to show its range of flavours to travellers through AR technology; making the experience immersive, exciting and transformative, all without needing to touch a screen.
“Grey Goose is already well-established in the drinks category. It’s always exciting to partner with such an adventurous brand on the next stage of its journey as it looks to reach new audiences in new ways. This really could spell the future of how consumers discover and are inspired by new flavours.”