Beefeater Gin wants pink to be the colour of summer

13 November 2018

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Aperol Spritz-orange may have been the colour of last summer, but Beefeater Gin wants Aussies to welcome some pink into their lives.

Beefeater Gin together with Blue 449 has taken the scent of summer into Bondi Junction station to promote the launch of Beefeater Pink in Australia - a strawberry twist on the classic Beefeater London Dry Gin.

The new campaign aims to build awareness of Beefeater London Dry Gin among young Australians who expect brands to make that extra effort.

Pernod Ricard Australia marketing director Eric Thomson says the brand wanted a creative and disruptive media approach for the launch of Beefeater Pink.

“We want to take a twist on traditional media to capture the attention of our millennial audience on their city commute. create a truly multi-sensory campaign that is not only highly visual but brings to life the vibrancy of Beefeater Pink," Thomson said.

“At a time where gin popularity continues to soar in Australia and younger consumers embrace pink as the colour of their generation, this activation timed perfectly with summer to demonstrate our brand attitude.” 

Blue 449 client director Marrion Bell adds: “It has been exciting for us to bring to life this new twist on a brand as iconic as Beefeater.  The brief from the Pernod team was fantastic and allowed us to be really creative with our media planning.”

The campaign will roll out across digital, out of home, and strongly on social.

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