Pernod Ricard has unveiled the third ‘wave’ of Beefeater gin’s provenance-based marketing campaign.
The digital-led activation, which features two 15-second ads, comes three years after the ‘Spirit of London’ campaign appeared, following its 2020 debut. The spots, backed by “audio-visual spectacles and an engaging digital hub”, will run worldwide with particular emphasis on the markets of Argentina, Italy and Spain.
“The third iteration of the campaign focuses on that iconic clink of a glass of Beefeater gin & tonic that sparks instant connection and emotes the spirit of community, which rings out across cities across the year,” said the VP of marketing for global gins at Pernod Ricard’s The Absolut Group division, Murielle Dessenis. “No matter where you are in the world, Beefeater will be bringing the essence of urban exploration to life.”
In results from the six months to the end of December, announced in February, Beefeater booked flat year-on-year sales on a 1% lift in volumes.
