Pernod Ricard UK has this week installed strawberry scented posters throughout Oxford Circus underground station as part of the launch campaign for Beefeater Pink, a new pink variation of its Beefeater London Dry Gin.
Philip Ainsworth, Marketing Director for Pernod Ricard UK, told us “Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist, so a London Underground OOH 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.”
In a campaign devised by location marketing specialist Posterscope and strategic media planners at Havas in partnership with Exterion, Pernod Ricard UK’s immersive Oxford Circus Out-of-Home (OOH) ‘exit domination’ campaign takes customers on a sensory brand experience as they leave the station. The activation includes four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels).
Stephanie Marks, Managing Director for Havas Media UK, said “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. We are already looking at how we can create more sensory experiences with our media in coming months.”
Beefeater Pink is the recently launched pink gin from Beefeater London Dry Gin, which fuses natural strawberry flavour, citrus and classic juniper botanicals for a delicate and refreshing gin with a visually vibrant, statement-making shade.
The two-week campaign feeds in to a wider global brand campaign created by independent agency Impero, which features digital, on-trade and social, with media by Havas.