BEEFEATER
PINK

The world’s first scented campaign on the London Underground

Brand Strategy / Brand world design / Digital Strategy and Campaign / Out of Home
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THE PROJECT 

Getting a new product noticed in the middle of a hot summer

Beefeater was introducing a new Pink Gin into the fiercely competitive market. We needed to ensure we could get the attention of the right people, at the right time.

CAMPAIGN 

The world's first scented underground takeover.

For two weeks in the middle of the hot summer we took over every spot at Oxford Circus with our big bold graphics and messaging and working with PosterScope painted every spot with strawberry scented ink.
For two weeks, instead of smelling armpits and commuter breath, all travellers experienced nothing but the scent of sweet fresh strawberries, as they emerged from the underground with a pink gin cocktail on their minds.
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THE RESULTS 

Beefeater Pink has become the most successful Pernod Ricard UK innovation launches ever

  • +6% INCREASE IN AWARENESS
  • +7% INCREASE IN CONSIDERATION OVER THE 2 WEEK CAMPAIGN
  • 3x OVER x3 THE CAMPAIGN TARGET

Awards/
press 

  • The Drum Out of Home Awards — Transport (Winner)
  • Campaign Magazine - Media Week Awards — Best Media Idea (Bronze)
  • World Beverage Innovation Awards — Best brand marketing campaign (Winner)
  • Cassandra Daily / AdAge Creativity Top 20 / Marketing