To coincide with the UK launch of its new bottle design this month, Pernod Ricard UK has launched a 360 degree marketing campaign aimed at the brand’s target audience of Urban Explorers (25-34-year-olds). The multi-million-pound campaign will launch on 19 April and run through to the end of August to capitalise on the summer months.
Led by TV (ITV, SKY, Channel 4), video-on-demand and online video (YouTube, Twitter, NME, Vice, Sportify), the campaign also includes digital, e-commerce, in-store and in-bar support to coincide with the on-trade re-opening for outdoor hospitality in mid-April.
Brand director for Beefeater at Pernod Ricard UK Laura Stephen said: “This is a significant investment for Beefeater and the start of a blockbuster few months. The new pack is a real step-change and has already enabled us to secure new off-trade listings for Beefeater London Dry, ensuring that more bottles are on shelf when our brand new TV advert and wider marketing campaign launches in April. The On-Trade is equally important to us and we can’t wait for the gradual re-opening of outdoor hospitality. We have ensured our new flavour, Beefeater Peach & Raspberry, will be rolled out in this channel for consumers to enjoy with friends and family at long last.”