Impero

London

Launching Beefeater Pink Gin

Pernod Ricard's most successful NPD launch ever

The Challenge:

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.

The Strategy:

This is the Instagram generation.

We knew Millennial consumers were buying into products that double as experiences when shared online. And for the alcohol category, it meant consumers drink with their eyes.

So we set about creating a campaign that focussed on standing out visually, and in other ways.

The campaign:

We launched with the world's first scented underground takeover.

Knowing that we had to demand the attention of our consumers, we wanted to go above and beyond creating a visually arresting campaign, which is why we used the launch of the campaign to take things one step further.

In the middle of 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 travelers experienced nothing but the scent of sweet fresh strawberries, as they emerged from the underground with a pink gin cocktail on their minds.

Bringing the launch to life with eye-catching social and digital assets

Inspired the vibrant and visual world of high and low fashions and modern installation art, we created a suite of social assets that were designed to be a graphical feast for the eyes.

Punked Cocktails

Our strategy was to demand people's attention. So we created outrageous cocktails - not because we expected people to actually make them, they were designed to make people stop, spark their imagination, and be shared online.

No. 1
Most successful new product launch for Pernod Ricard
+102% sales growth
over the campaign period versus sales targets
30 GLOBAL MARKETS
adoption in thee first 6 months
+6%
INCREASE IN AWARENESS
+7%
INCREASE IN CONSIDERATION OVER THE 2 WEEK CAMPAIGN
3x
OVER x3 THE CAMPAIGN TARGET

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Launching Beefeater Pink Gin - Pernod Ricard's most successful NPD launch ever

Launching Beefeater Pink Gin - The world’s first scented campaign on the London Underground.

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Impero

+44 20 7998 7571 coris@weareimpero.com