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Beefeater tells drinkers to ‘Pink Your Gin’

Pernod Ricard is supporting its new Beefeater Pink bottling with the launch of a global marketing campaign, called Pink Your Gin.

Beefeater has launched a dedicated global campaign for its pink variant

Strawberry-flavoured Beefeater Pink was unveiled in February this year by The Gin Hub, a new standalone business set up to drive the growth of Pernod Ricard’s gin portfolio.

The Pink Your Gin campaign has been created by creative agency Impero and spans out-of-home, digital, on-trade and social media. Impero also created Beefeater Pink’s visual identity.

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.”

On Beefeater Pink’s creation, Eric Sampers, global brand director at Beefeater, said: “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.”

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