Beefeater Gin has taken the scent of summer into London's underground to promote its pink strawberry gin. Filling the station with strawberry smelling posters, commuters are supposedly wafted with a scent of sweet strawberry and hopefully tempted to seek a drink.
The Pernod Ricard-owned brand developed the campaign with Posterscope and Havas to create the immersive out of home (OOH) ad. To create the strawberry scented posters, a new screenprint process was devised that infuses scented ink onto a dry posted poster. The campaign takes customers on a sensory brand experience as they leave the station. The activation includes four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels).
Beefeater Pink is the recently launched pink gin from Beefeater London Dry Gin, which fuses natural strawberry flavor, citrus and classic juniper botanicals for a delicate and refreshing gin with a visually vibrant, statement-making shade.
The two week campaign will take place in one of London's busiest tube stations, Oxford Circus, will run for two weeks and feed in to a wider global brand campaign created by independent agency Impero, which features digital, on-trade and social, with media by Havas.
Philip Ainsworth, Marketing Director for Pernod Ricard UK, said:
”Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist, so a London Underground OOH domination made complete sense. Our main target is young millennials aged 20-27 and we want our marketing to be playful, fresh and as disruptive as possible. Posterscope and Exterion’s idea of the first ever scented London Underground campaign met this brief perfectly.”
He explained Beefeater wanted the campaign to "not just tap into their visual senses" but to ensure people were encompassed by the brand entirely. “Experiencing is all about dwell time and actually spending time with the brand," concluded Ainsworth.
Michael Scantlebury, Creative Director at Impero said, “Brands need to work extra hard to cut through the sheer amount of content and ads our industry puts in front of consumers every day, so we constantly need to find ways to truly catch and hold their interest. We’re thrilled to be working with Havas, Posterscope and Exterion to bring to life our highly visual campaign with the added element of scented ink!”
Beefeater Pink is differentiated from Beefeater London Dry Gin by fusing strawberry, citrus and classic juniper flavours and is currently subject to a wider campaign created by independent agency Impero including digital, on-trade and social.