Beefeater

The launch of a brand new strawberry gin by Beefeater London!

With the gin market booming and new products launching on a weekly basis, half the battle is standing out.

The Beefeater Pink campaign is designed to be bold and to disrupt – and inject a bit of youthful fun back into gin.

We launched Beefeater Pink and it was immediately picked up by 12 markets, this was one of the highest uptakes for a new product launch in Pernod Ricard history. The work was seen across the globe in out-of-home, on-trade and digital.

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We launched Beefeater Pink in the UK with a sensory ad campaign in Oxford Circus underground station. In partnership with Havas & Posterscope, our takeover of the station was created with a new screen-print process that infused strawberry-scents into the poster ink.

The two-week long campaign took place in London's busiest tube station, filling the station with the smell of strawberries. The wider launch campaign stretched all over London and major cities in the UK, including tube takeovers, billboards, digital OOH and a social campaign.​​​​​​​

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