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CASE STUDY
ABSOLUT ROCK
TRAVEL RETAIL
PROJECT
OVERVIEW
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
THE
OBJECTIVE
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.
THE
SOLUTION
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 TO
REALITY
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
Absolut Rock Case Study
OUR COMPANY
COMPANY NAME            TYPE OF ORGANISATION
Sheridan&Co             Privately owned company

WEBSITE                 TYPE OF ORGANISATION
www.sheridanandco.com   Michael Sheridan: CEO & Founder
                        Julien Sheridan: Sales &
ADDRESS & NUMBERS
                        Communication Director
Head Office
                        John Dupuis: President-
+44 (0)1858 468 000
                        US Office
Market Harborough
Riverside               OFFICE LOCATIONS
Market Harborough       Sheridan&Co has offices in
Leicestershire          London and New York with an
LE16 7PT                affiliate office in Shanghai.
UK                      HQ, logistics and manufacturing
                        sites are located in Market
London
                        Harborough.
+44 (0)20 7486 7499
10A Blandford Street    NUMBER OF EMPLOYEES
London                  80 worldwide
W1U 4AZ
UK

New York
+1 212 625 1666
84 Wooster Street
Suite 703
NY, NY 10012
USA

COMPANY REGISTRATION
NUMBER
1720277

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Absolut Rock Case Study

  • 2. PROJECT OVERVIEW 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
  • 3. THE OBJECTIVE 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.
  • 4. THE SOLUTION 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.
  • 6. 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.
  • 7. PRESS 1 popsop.com 2 the drum 3 creative match 4 iNewswire 5 ideamarketers
  • 9. OUR COMPANY COMPANY NAME TYPE OF ORGANISATION Sheridan&Co Privately owned company WEBSITE TYPE OF ORGANISATION www.sheridanandco.com Michael Sheridan: CEO & Founder Julien Sheridan: Sales & ADDRESS & NUMBERS Communication Director Head Office John Dupuis: President- +44 (0)1858 468 000 US Office Market Harborough Riverside OFFICE LOCATIONS Market Harborough Sheridan&Co has offices in Leicestershire London and New York with an LE16 7PT affiliate office in Shanghai. UK HQ, logistics and manufacturing sites are located in Market London Harborough. +44 (0)20 7486 7499 10A Blandford Street NUMBER OF EMPLOYEES London 80 worldwide W1U 4AZ UK New York +1 212 625 1666 84 Wooster Street Suite 703 NY, NY 10012 USA COMPANY REGISTRATION NUMBER 1720277