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Beefeater unveils new multi-million pound marketing campaign

Beefeater is aiming to increase its appeal to young 'urban explorers' in a new marketing campaign.

The Pernod Ricard brand will launch the multi-million pound, 360-degree Spirit of London campaign on 19 April and it will run until the end of August to capitalise on what the company terms the summer 'gin season'.

Spearheaded by visual media - including TV adverts on ITV, Sky and Channel 4 and online videos via YouTube, Twitter and Vice - the campaign is aimed at Beefeater's target audience of 25- to 34-year-old 'urban explorers'.

The campaign will also include digital, e-commerce, in-store and in-bar support to coincide with the reopening of outdoor hospitality in the UK, currently scheduled for mid-April.

Spirit of London is designed to celebrate the cultural melting pot that the city is. Split-screen creatives will pair and contrast images of London culture, including Big Ben's clockface and a DJ turntable, and an orange being squeezed on top of St Paul's Cathedral.

According to data from Nielsen, Beefeater has performed strongly in the off-trade in recent months with value growth of 27.6 per cent.

Laura Stephen, brand director for Beefeater at Pernod Ricard UK, said: "This is a significant investment for Beefeater and the start of a blockbuster few months. The new pack is a real step-change and has already enabled us to secure new off-trade listings for Beefeater London Dry, ensuring that more bottles are on shelf when our brand new TV advert and wider marketing campaign launches in April.

"The on-trade is equally important to us and we can't wait for the gradual re-opening of outdoor hospitality. We have ensured our new flavour, Beefeater Peach & Raspberry, will be rolled out in this channel for consumers to enjoy with friends and family at long last."

The launch of the new campaign comes after Beefeater unveiled a new more sustainable bottle design earlier this year, using 100 per cent recyclable glass and an aluminium cap in place of plastic. This new packaging rolls out across the Beefeater range, including its new Peach & Raspberry expression but excluding Beefeater 24, from 15 March.

10 March 2021 - Bethany Whymark