Sheridan&Co was tasked with promoting Absolut Vodka's limited edition "Rock" vodka in 9 international airports. They designed adaptable promotional stands tailored to each location featuring elements like guitar amplifiers and drum kits. Interactive elements like games and prizes were included in key sites. The stands were successful in driving sales and brand visibility, with one airport selling out two weeks early.

2. CASE STUDY
ABSOLUT ROCK
TRAVEL RETAIL

3. 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

4. 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.

5. 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. RENDER TO
REALITY

7. 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.

8. PRESS
1 popsop.com 2 the drum 3 creative
match 4 iNewswire 5 ideamarketers

10. 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