In May 2008, Beefeater will launch its first major consumer promotion since the brand re-launched in January 2007. For a limited period the distinctive, recently redesigned Beefeater bottle will be showcased in a limited edition gift pack, featuring the ‘Forever London’ creative imagery used in Beefeater’s current advertising campaign. The promotion has been created to sustain the momentum behind Beefeater by driving sales in key off-trade accounts. Consumers will receive a Beefeater postcard with a unique entry code that can be entered on a promotional website.
The promotional partnership reinforces Beefeater’s London heritage and contemporary bold positioning whilst the Union Jack Mini Cooper offer reinforces Beefeater’s London heritage and contemporary bold positioning. The promotion will run in Tesco, Sainsbury’s, Waitrose, Morrison’s, Thresher’s, Booths and Somerfield. The Beefeater Mini Promotion reinforces PRUK commitment to responsible drinking by providing responsible drinking messages relating to drink driving on the promotional box, brand materials and on the dedicated microsite. The microsite, which has been created to support the promotion, is available at www.beefeaterwinamini.co.uk .
Patrick Venning, Head of Marketing for Gin at Pernod Ricard UK, comments: “We saw how successful our re-launch last year was and we’re now keen to make sure we sustain that momentum with this eye-catching off-trade initiative. Using the new advertising creative is another way for us to bring the brand to life and emphasise Beefeater’s bold new contemporary London image.”