Pink is not just a millennial trend; it’s here to stay. The latest brand to embrace it is Beefeater – celebrating its new gin launch by fully embracing the colour that has become a sensation.
Beefeater Pink has already kicked off its inaugural campaign in Spain, the second biggest gin market, with 12 more countries to follow soon. Created by Master Distiller, Desmond Payne MBE, Beefeater Pink is based on the traditional Beefeater London Dry gin with the addition of strawberries to complement the classic Beefeater flavours, virtually unchanged since the 19th century.
The launch comes with an upbeat visual identity complete with a full campaign including out-of-home, digital, on-trade and social media.
Michael Scantlebury, Creative Director at Impero, said: “With the gin market booming and new products launching on a weekly basis, half the battle is standing out. The Beefeater Pink campaign is designed to be bold and to disrupt – as well as to inject a bit of youthful fun back into gin. We’re embracing Beefeater’s fashionable London roots, curating Beefeater Pink as a vibrant and urban lifestyle brand. The fact that Beefeater cares more about what its consumers want, and less about the category norms, has resulted in a highly visual, fun, energetic brand world that we’re excited to share.”
On the Beefeater Pink work, Eric Sampers, Global Brand Director at Beefeater said: “We’re excited to finally launch the campaign for Beefeater Pink, as this product has been a labour of love for our Master Distiller Desmond Payne. We didn’t want to rush to market to keep up with competitors, because we felt it was important to get the new product just right. The work Impero has created for the launch is exciting, and truly embodies what Beefeater Pink stands for: youthful, vibrant, fashionable and fun – opening the doors to younger, more adventurous gin consumers.”
Michael Scantlebury – Creative Director and Founder, Impero
Dan Deeks-Osburn – Strategy Director, Impero
Adeline Chong – Head of Design, Impero
Davide Baratta – Senior Graphic Designer, Impero
Lise Dessons – Mid-weight Graphic Designer, Impero
Andres Clerc – Mid-weight Graphic Designer, Impero
Lauren McGregor – Senior Account Director, Impero
Alex Kosterman – Creative Copywriter, Impero
Sarah Burrows – Creative, Impero
Ann-Marie Richards – Project Manager, Impero
Paul Lewis – Director of Photography, Impero