Beefeater Pink

CHALLENGE
Beefeater were launching a brand new product in an already crowded market.

INSIGHT
The gin category was full of craft styling and elegant garnishes. But did our audience care about how things tasted any more, or were they more obsessed about how it would look on their feed?

SOLUTION
An entire new brand world to launch ‘the world’s most instagrammable gin’. We went big, bold and visual – injecting youthful fun and energy back into gin.

We created an entire brand world for Beefeater Pink, with everything from playful on-trade assets, to a bold OOH campaign. This was supported by highly-stylised, energetic social assets and a drinks strategy with cocktails so visual, you could drink them with your eyes.

RESULTS

• 3 million bottles sold in the first 6 months

• A global campaign launched in over 30 markets

• One of the most successful new product launches in Pernod Ricard’s history.

Photography – Paul Lewis / Rob Lawson
Drink Styling – Tara Garnell