Best consumer marketing awareness campaign - gin: Beefeater

27 August, 2008
Page 42 
First out of the blocks in January, Chivas Brothers announced the revitalisation of its premium gin brand Beefeater, acquired in a lacklustre state in the Allied Domecq break-up in 2005. The Forever London campaign focused on Beefeater's status as the last remaining major gin brand distilled in the UK capital, using stylised ad executions featuring iconic London features such as red buses, black taxi cabs and Parliament.

The relaunch also featured redesigned packaging, giving the Beefeater bottle a stronger, squarer shape and a redrawn Yeoman Warder figure to complement the Tower of London-shaped back label

To promote the new identity, Chivas Bros initiated a global support platform entitled Londonize, aiming to bring well-known elements of London to life in consumer events around the world. In Spain - a major focus, thanks to sales volumes of more than one million 9-litre cases - June saw the Beefeater London Market in Madrid, featuring 35 stalls transported mainly from the world-renowned Portobello market.

Similar activity has been held in the US, UK, Italy - Londonize branded buses, telephone boxes and pavement art - and in the Czech Republic, Sweden, Bulgaria and Denmark.

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Nick Strangeway

Hacha leads by example

Back in 2002 celebrity chef Jamie Oliver launched Fifteen, a restaurant made up of a team of trainee chefs from underprivileged backgrounds.

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