Beefeater Gin Focuses on Real Londoners

Following on from its award-winning ‘Forever London’ campaign, Beefeater, the world’s bestselling premium gin, is launching a new integrated marketing programme that tells the story of real Londoners, highlighting the iconic brand’s links to the UK’s capital city.

The new marketing campaign, which is entitled ‘This is My London’, aims to tap into the inspiring spirit of the city by introducing like-minded consumers to three real Londoners who epitomise the creative, individual style which both Beefeater Gin and contemporary London share, and bringing their stories to life through multiple channels.

This is My London’ kicks off this month with an outdoor advertising campaign in Spain – Europe’s largest gin market – where the brand is strengthening its leading position. Each execution will feature a real Londoner under the strapline, ‘This Is My London’ and will be featured in print media and billboards nationwide. The three characters will then be introduced to consumers worldwide through a series of short films, with each of the Londoners telling the story of what London means to them. The films will be promoted through digital media to encourage consumers to share them with friends and will be accompanied by the hashtag, #MyLondon.

The ‘My London’ theme continues with a new limited edition bottle that will be sold globally during 2013 and for the first time, Beefeater is crowd-sourcing creative Londoners to collaborate in the design of the bottle.

Beefeater is reaching out to its creative audience in London encouraging them to submit their own photos of what ‘#MyLondon’ means to them on the campaign website,  Those who participate will be in with the chance of winning various prizes, including being one of a thousand images on the new bottle, which will be called Beefeater #MyLondon Limited Edition.  The competition is supported by a partnership with Central St Martins College of Arts and Design** and a targeted print and digital media campaign. The deadline for entries is 18th November 2012.

Paco Recuero, Global Brand Director for Beefeater says: “As the only international gin brand to have its own distillery in London, Beefeater is uniquely placed to tell the stories of modern London to gin fans worldwide. Building on the success of Beefeater advertising to date, we wanted to bring the city to life even more for our fans with the ‘This Is My London’ campaign by telling the stories of how London influences the lives of its most eclectic inhabitants today.  We’re delighted with the campaign we’ve produced – it’s vibrant, exciting and engaging and really captures the spirit of Beefeater Gin and contemporary London.


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