Digital screens throughout the airport promoted the activation, which Pernod Ricard said engaged with more than seven million passengers. Travellers who purchased a bottle of Absolut Grapefruit were also gifted with a branded eye mask. "Absolut Vodka is constantly seeking out new and impactful ways to engage with consumers along the travel trail and so we're delighted with the success of this exciting activation in Amsterdam, a city known for its colourful and diverse mix of cultures and backgrounds," said Pernod Ricard Global Travel Retail Marketing Activation Manager Sophia Sergides. "The fact that this product doesn't contain any added sugar is particularly important to us, as well as our customers, and we're proud to achieve this without any sacrifice to its naturally sharp and refreshing grapefruit flavour." Gebr Heinemann Activity Manager Johanna Niehaus commented: "The travel retail sector is an increasingly competitive landscape and brands must work hard to stand out from one another.