Sheridan&Co was tasked with promoting the limited edition Absolut Rock vodka in 9 international airports. They designed adaptable promotional stands tailored to each location featuring elements like guitar amplifiers and a drum kit. The displays were interactive and included games and prizes. The promotion was very successful, selling out in Stockholm earlier than planned. Feedback from clients and airports was positive about the promotion building the brand.

1. CASE STUDY
ABSOLUT ROCK
TRAVEL RETAIL

2. PROJECT
OVERVIEW
CLIENT
Absolut Vodka Travel Retail & World
Duty Free
PRODUCT
Absolut Vodka - Rock Limited Edition
TARGET MARKET
25-35 educated, urbane, creative
individuals
LOCATIONS
Nine worldwide airports - Stockholm,
London, Paris, Frankfurt, Istanbul,
Moscow, and Barcelona
BRIEF
Provide a shop window for the limited
edition Absolut Rock, through premium
merchandising and innovative
promotional activities

3. THE
OBJECTIVE
Absolut Vodka “Rock Edition” launched
in Selfridges in September 2009 before
rolling out to top supermarkets and
display cabinets in premium bars and
travel locations across Europe.
Sheridan&Co were tasked with designing
a series of adaptable stands to suit a
range of spaces to reflect the fashion,
glamour, and vibrancy of today’s
modern rock star.
Ultimately the promotions had to:
• Drive sales in the intense Holiday
season.
• 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

4. THE
SOLUTION
We designed a series of adaptable
stands to suit a range of spaces. Each
stand specifically designed according
to the site. Bespoke features included
shelving made to look like guitar
amplifiers, a drum kit, tread plate floor-
ing, and gobo projections to bring the
stand to life.
Interactive elements were given to key
sites which included personalised
computer games and prize draws. We
also turned our hand to fashion, design-
ing the promotional staff uniforms to
complete the look.

5. RENDER TO
REALITY

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 Market
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