Beefeater celebrates the spirit of London in new global campaign

Press Release 26/06/2020

Beefeater, the world’s most awarded London Dry Gin[1], is launching a new advertising campaign and communications platform, ‘The Spirit of London’. The 360 degree campaign is aimed at the brand’s target audience of Urban Explorers by celebrating the culture of clash that lives and breathes in the heart of the city, and visualises the clashing, energetic, yet harmonious contrasts that define the Beefeater London Gin experience.

The campaign launches this week and will run globally in around 25 markets over the next 12 months. It combines TV, cinema, OOH, DOOH, digital display, online video, eCommerce and social media. Targeted at Urban Explorers who embrace the vitality of city living, the campaign is a celebration of the effervescent energy created when unexpected contrasts meet.

A split screen creative treatment brings together pairs of images that represent mash-ups and fusions of London culture, including Big Ben’s clock face clashed against a DJ’s turntable, an orange being squeezed on top of St Paul’s Cathedral, and sparkling glasses of Beefeater & tonic meeting a loudspeaker pumping out beats.

Murielle Dessenis, Global Brand Director, Beefeater, comments: “Beefeater can trace its distilling heritage back to 1820 London and the city is an integral part of urban life. By creatively combining the emerging contrasts that live and breathe in modern London, and indeed in many cities all around the world, we’re confident that ‘The Spirit of London’ campaign will more meaningfully connect with our consumers and refresh their love for life in the city.”

An exceptional quality urban gin still made in the heart of London, Beefeater is continuing to gain momentum worldwide and experienced double-digit (+12%) growth in the latter half of last year. This is being driven by both London Dry and the brand’s flavour innovations, Beefeater Strawberry Pink and Beefeater Blood Orange, with close to 80 markets experiencing double and triple-digit growth.[2]

[1] based on international spirits awards from 2004-2019 and in relation to Beefeater Dry only

[2] Prisma/IWSR 2019/Nielsen latest MAT to February 2020