Beefeater unveils strawberry-scented campaign

Pernod Ricard has launched a strawberry-scented advertising campaign for its Beefeater Pink gin in London’s Oxford Circus Underground station.

The campaign features four strawberry-scented exit corridors and a vinyl-wrapped escalator

The campaign has seen Oxford Circus Underground station in London covered with Beefeater Pink marketing material, including four strawberry-scented exit corridors and a vinyl-wrapped escalator.

The two-week activation was devised by marketing specialist Posterscope and is part of a wider global brand campaign created by independent agency Impero, which includes digital, on-trade and social media activations created by Havas Media.

Philip Ainsworth, marketing director for Pernod Ricard UK, said: ”Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist, so a London Underground out-of-home domination made complete sense.

“Our main target is young millennials aged 20-27 and we want our marketing to be playful, fresh and as disruptive as possible. Posterscope and Exterion’s idea of the first ever scented London Underground campaign met this brief perfectly.”

Stephanie Marks, managing director for Havas Media UK, added: “Our clients came to us with a wonderful audience insight of millennials ‘tasting with their eyes’.

“We developed a strategy where we focused on expanding their senses across all channels, and this fantastic opportunity to dominate a key London station with scented strawberry posters helps the product come to life.”