When Beefeater came to us, we knew we had to do something different. Gin was crowded, and the brand was losing market share. So, instead of fitting in with category norms and focusing on hipster botanicals and ideals like every other brand out there, we decided to find a new audience for our brand.
We re-launched Beefeater by targeting the next generation of gin drinkers, who were young, urban and real – and being totally ignored by the category.
The first step was overhauling the Beefeater brand with a bold, urban and youthful look that heroed its gritty London roots and put realness at its heart.