Blue 449 Brings The Scent Of Summer To Australia For The Launch Of Beefeater Pink

Blue 449 Brings The Scent Of Summer To Australia For The Launch Of Beefeater Pink
SHARE
THIS



Beefeater Gin together with Blue 449 has taken the scent of summer into Bondi Junction station and Adshels in Melbourne to promote the launch of Beefeater Pink in Australia.

Beefeater Pink offers a bold, new strawberry twist on the classic Beefeater London Dry Gin.

Beefeater Gin is widely known in Australia with a strong London heritage and is looking to build on their successful gin brand awareness by appealing to a younger demographic who are entering the gin category.

Beefeater_BondiJunction 6

The Gin category in Australia is booming and is the largest contributor to glass spirits delivering an enormous $54M to the category.

Pink Gin is taking off in Australia with a tremendous surge in the light and fresh category, with over 35 per cent of all gin innovation in the last 12 months being pink.

To launch Beefeater Pink, Blue 449 carried out research which showed the majority of the target audience are based in metro Sydney and Melbourne with two key consumption platforms being OOH and digital, with a strong focus on social.

Beefeater and Blue 449 activated a station domination at Bondi Junction with the area surrounding the escalators and entrance and exits in a sea of delightfully scented strawberry pink.

Adshels in Melbourne were completely wrapped in Beefeater Pink panels and the same strawberry scent can be activated in these by the push of a button.

The original Beefeater London recipe has been enhanced with soft fruit and strawberry flavour, tuned perfectly with classic notes of juniper and citrus to produce a finely balanced contemporary gin.

Expertly distilled and crafted in the heart of London, Beefeater Pink is a delicate and refreshing gin and one that is a visually vibrant pink shade, which appeals to an increasingly younger audience for gin in Australia.

Pernod Ricard Australia marketing director Eric Thomson said: “For the launch of Beefeater Pink, we wanted to have a media approach that was creative and as disruptive as possible, taking a twist on traditional media to capture the attention of our millennial audience on their city commute.

“We looked into an innovative use of strawberry-scented posters from our UK counterparts, to create a truly multi-sensory campaign that is not only highly visual but brings to life the vibrancy of Beefeater Pink.

“We also hyper-localised our creative to the Bondi space to really personalise our creative to our millennial audience who expect brands to make that extra effort.

“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 added: “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.

“Seeing the innovative creative concepts that were shared by the team in the UK live in our market, has been extremely rewarding.”

Please login with linkedin to comment

Beefeater Pink Blue449 outdoor

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]