Following on from successful seasonal summer activity, Beefeater briefed us to fire up the festive season with their new Autumn/Winter campaign.
Building on our strategic platform of ‘The Spirit of London’ and the brand’s challenge to create new occasions for Gin drinkers through hot Gin serves, we developed the ‘Fire Eater’. Using the same London Dry Gin loved by ‘Urban Explorers’ throughout the year, we heated it with festive flavours and a toasted marshmallow garnish, taking inspiration from the tradition of toasting marshmallows over an open fire in the Winter.
To bring this experience to life, we tapped into London’s love of Christmas markets, to create our very own Beefeater Winter Market, as part of our 360° campaign platform and toolkit that activated the brand at every touchpoint in the consumer journey – from online to on-trade, off-trade, and experiential.
The result: extending Beefeater into new drinking occasions whilst creating highly shareable and sociable moments of consumption as ‘Urban Explorers’ reconnected with friends and family for a very, merry Christmas.