Award winning Surrey (UK) based Silent Pool Distillers
has teamed up with production and events specialist Bluedog to bring its London
Heathrow airport activation to life.
Given the remit to create a promotional space that
would drive brand awareness of Silent Pool Gin and highlight its one litre
bottle, Bluedog immediately turned its attention to the background and story of
Silent Pool Gin.
“Silent Pool Gin has a really interesting story behind
it; one which we really wanted to bring to life within the activation,”
explains Bluedog founder and CEO Nick King. “It’s a handcrafted, artisan spirit
made at a very unusual location on the Duke of Northumberland’s Albury Estate
in Surrey, where dilapidated farm buildings on the banks of the legendary
Silent Pool have been transformed into the distillery. By using bio-fuel to
fire their boiler (to power the copper still) and installing 16.5kW solar
panels on the roof of the distillery, the business is becoming more sustainable. What
fantastic ammunition to work with!”
The activation, which has run for the month of
February in LHR T5 and now moves to LHR T2 for March and part of April, hinges
on a bespoke space dominated by a back LED screen that used a series of short
animations and videos to recreate the mystery and legend of the Silent Pool,
highlight the bottle’s assets, and invite consumers to taste the product.
A custom-made Silent Pool Gin bar sits on a floor that
reproduces the teal and copper colours and design of the bottle. These colours
are also used for the bar and merchandising plinths, which double as displays
for the one litre Silent Pool Gin bottles and gift boxes (containing a 75cl
bottle and two Silent Pool glasses).
The bar, dominated by two giant sized bottles of Silent Pool Gin, offers
passing consumers signature serve tastings of its award-winning Silent Pool Gin
mixed with Fever Tree Indian tonic water.
“For the T5 activation, we have been
primarily trying to attract new customers that haven’t tried our gin before by
showcasing the brand and offering samples,” says Silent Pool’s Floss
Godfrey, Marketing Campaign Manager.
Floss
Godfrey says
Silent Pool Distillers chose Bluedog for “their ‘can do’ professional manner
along with their impressive portfolio of previous activations. From the initial
conversation, it was clear that the company could deliver our brief to our
required standard.”
Adds Bluedog’s King: “We’re really delighted with the
way that the Silent Pool Gin activation has worked so far and have very much
enjoyed working with the team at the Distillery. It’s a joy to work with a
company that is so committed to producing spirits that really do reflect true
artisan craft and we look forward to a long and fruitful partnership.”
For Silent Pool Gin Distillers, this has been the
first large-scale activation within travel retail and, Floss went on to say,
“We are absolutely thrilled with the outcome. The quality of the units are remarkable
and the entire activation has showcased our premium, luxury brand to an
exceptional standard.”
Making the important point that travel retail
activations for a brand are “quite different to other (domestic) promotional
activity”, Silent Pool Distillers were reliant on Bluedog for guidance. “Bluedog
were extremely responsive during the process, offering clear explanations
throughout each stage,” Floss Godfrey.
About:
Silent Pool Gin is a classic
gin at heart, full bodied and fresh with depth, clarity and flavour. A
rich and clean juniper-driven spirit, Silent Pool Gin is produced using 24
botanicals and the cool, clear spring-water from the Silent Pool
itself. The delicate flavours of lavender and chamomile combine with fresh
citrus notes and a velvety local honey, to create a well-balanced gin that
is both traditional and refreshingly individual in nature.
Bluedog’s remit is
to help brands come to life by delivering sparks of inspiration to turn heads
with a constant eye on the big picture. Its portfolio includes Fashion Shows,
Sports Sponsorship, Conferences, Award Events, Airport Retail, Product
Launches, Experiential, Fundraising Events, Trade Stands, Bespoke Design and
Build. For more information
contact andrew@bluedogproductions.co.uk
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