Taking off at Heathrow | Lounge 0.0% hosts Tanqueray tasting for July!

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Lounge 0.0% at Heathrow Airport's Terminal 5 throughout July to promote alcohol-awareness and Diageo's alcohol-free Tanqueray gin


You know how mixing beer, wine and spirits gets you drunk more quickly?


Except it doesn't.


Sick beyond words - certainly! 


But 'alcohol is alcohol' and 'the effect is determined by how much you drink, not what you drink.'


Well so it seems!


Perhaps others would have done (far) better in Diageo beverages' Drink IQ Quiz 🙄


Although it should still provide some surprising insights!

In its central role at Lounge 0.0% - an airport attraction with a snazzy spot of style!


Lounge 0.0% from an angle which shows the Tanqueray 0.0 themed selfie screen for sharing snaps on social media as #Aholidaytoremember
Slick scene for selfies: Lounge 0.0% is situated within the World Duty Free store at Heathrow Airport



The event is staged as an immersive, alcohol-awareness experience at Heathrow Airport's Terminal 5. While essentially a brand activation exercise for Tanqueray 0.0% (launched last October).

And to many, it may seem like a virtue-veiled, product promotion spectacular!


However the project supports the aims of Heathrow Airport in promoting flight safety.


Since 2018 the aviation industry has run the One Too Many campaign. Now, in partnership with Diageo Global Travel, Lounge 0.0% takes up the theme of 'celebrating moderation' when heading abroad. 


Fraser Brown, Heathrow Airport's retail and property director, hopes:

"to remind our passengers of the importance of always remaining fit to fly for a trip to remember."


While Diageo's marketing and innovation director, Dafydd Pugh Williams, explains their long-term strategy is "reaching 1 billion alcohol consumers from across the globe with positive drinking messages by 2030".


Double photo illustration: On the right, a Lounge 0.0% visitor's smartphone screen is shown with Diageo's 'Drink IQ Quiz' being taken. A blurred gift water bottle is in the background. The left hand image shows the bottle up close and reveals a QR code which connects to the quiz. The Tanqueray 0.0% logo features on the plastic bottle below the code
Staying refreshed the Tanqueray Way! A water bottle is handy on the best of trips.



So it's a neat shuffle: towards the rapidly rising 0.0% ABV market. Staying in tune with consumer trends away from excessive drinking. . . so that sales of gin and other beloved beverages get a boost either way. 


The NoLo drinks market has a distinct head start as a disruptive innovator. There's no wheel to re-invent. At least not in terms of packaging and presentation. All the glamour of alcohol advertising already exists. 


And affords an alluring legacy. 


Promotional Artwork for Tanqueray 0.0% which shows the bottle alongside a glass with ice and lime and an aeroplane in the distance soaring through the sky in good weather. The Diageo poster has the caption: 'UNBELIEVABLY Alcohol-Free'
Highs without the Lows! Alcohol-free is now a mainstream lifestyle choice.



As the holiday season starts to pick up. . . Terminal 5 has set the stage for sophistication and a sense of escape!


Where the novelty of a familiar booze brand - en route to 'drinking destinations' - is bound to stir some reflection. And maybe shake a few notions about 0.0% alcohol satisfaction (after a complimentary tipple)!


There's also a useful takeaway gift for staying hydrated roaming the world's climes. A reusable water bottle in poolside blue. 


And in keeping with the celebrity-style vibe of Lounge 0.0% - there's a rather exotic selfie-screen for sharing #AholidayToRemember snaps!


So with #DryJuly an established social media success, in its 15th year - let's see how Heathrow's holiday footfall starts to stoke something similar, as the travel month heats up. . .  😎



John M Gilheany is a niche Non-Alcoholic Drinks Copywriter available for marketing campaigns at: 'A dash of Tonic!' Copywriting Service 

 

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