Beefeater Pink - Brand Identity
Launching the most successful new product development in Pernod Ricard history.
Strategic Thinking / Design Direction / Shoot & Art Direction / Visual Design
Work done as Design Director at Impero.
Launching a brand new strawberry gin in an already crowded market.
Beefeater was late to the party. Pink gin had exploded over the past three years. Big names in the spirits industry had already launched their own pink gins. We were tasked to launch Beefeater Pink in an already crowded market and bring new consumers into the brand.
So we decided to ignore the category norms, and focused on what the consumers want. We had a brilliant consumer insight from research: consumers were drinking with their eyes. We knew the younger audience are a visual generation. We had to land our attitude with them, and land it fast.
So we went big, bold and visual – injecting youthful fun and energy back into gin. We launched Pink with a bold, in-your-face OOH campaign, supported by a suite of high energy digital assets.
We carried this bold, vibrant theme to Beefeater Pink’s drinks strategy – and created the world’s most Instagrammable drinks.
The world’s first scented campaign in an Oxford Circus takeover.
We took the OOH campaign to the next level, with a fully immersive takeover of Oxford Circus tube station. We lined every inch of one of London’s busiest tube stations with our striking Pink visuals, and to add an extra dimension to the brand experience, infused each poster with the scent of strawberries – creating a campaign that was as bold, disruptive and vibrant as the gin itself.
– DRINKS STRATEGY –
Drinks that you could drink with your eyes.
