Awards and notable mentions:
With so many new gins launching, consumers felt Beefeater had become a tired brand. Our challenge was to find a new audience to align with and relaunch the brand globally to inspire them.
Instead of talking up fantastical stories of Victorian times or magical botanicals (a sentiment that dominates almost every other brand in the the entire category) we set ourselves apart. We focused on the new generation of gin drinkers, those who are young, urban and real.
We completely redesigned Beefeater’s brand world and created an urban and energetic design language that could be brought to life across all touch points - including a whole catalogue of new swag we created.
Across key markets (UK, Spain, Belgium and others) we launched a mixed out of home and digital campaign.
Establishing an ‘ask for it by name’ moment in the on-trade and in home, we created a new, easy to make signature G&T - the B&T.