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By Ishbel Macleod, PR and social media consultant

October 27, 2011 | 2 min read

A 3D holographic point of sale campaign has been created for single malt whisky Macallan.

The in-store promotion was produced by 3D specialists Inition and features the The Macallan 1824 Limited Release decanter with 3D animations appearing in and around the bottle. The promotion was commissioned by brand owners The Edrington Group for use by Maxxium Travel Retail, the European marketing and distribution company.

The point of sale displays launched this week in the duty free store at Amsterdam Schiphol Airport and at The Macallan distillery visitors centre in Scotland.

Patricia Lee, marketing assistant at The Edrington Group, said: “This innovative holographic promotion really delivers the wow factor at the critical point of sale. The visual impact of the holographic imagery succeeded in grabbing the attention of shoppers and allowed us to tell the story of The Macallan in a unique and engaging way.”

Stuart Cupit, co-founder and director at Inition, said: “It is really great to see adventurous brands starting to use and explore 3D and holographic display technology. The Dreamoc kiosk is a great fit for The Macallan brand allowing them to showcase their single malt whisky and convey its rich heritage through the holographic imagery.”

the Macallan The Edrington Group

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