Beefeater: BEEFEATER IN LONDON

Credits & Description:

Advertiser: PERNOD RICARD
Agency: COLEY PORTER BELL
Category: Premium Brand
Production Director: Peter Cottington (Coley Porter Bell)
Executive Creative Director: Stephen Bell (Coley Porter Bell)
Business Director: Alex Ririe (Coley Porter Bell)
Creative Director: Stuart Humm (Coley Porter Bell)
Account Director: Gemma Roche (Coley Porter Bell)
Outcome
The desired target for pre-sale orders was 60,000 bottles. To date, inside London Beefeater has had the biggest uptake in terms of volume of sales of any previous limited edition launch created for the brand and has sold over 750,000 bottles worldwide. The brand not only created a huge buzz around the launch, but they also increased its geographic reach to over 25 countries.
Implementation
Embracing the technical constraints, we devised an imaginative concept that shrink wrapped the entire bottle in a vivid London-inspired red whilst using the distinct brand icon – the Beefeater Yeoman – as an enticing window into a bold montage inside the bottle, showing a glimpse of London life, its contrasts, eclecticism and vibrancy. This bold concept was then successfully extended across POS material to further optimise the impact in a retail environment.
Client Brief Or Objective
First distilled in the heart of London in 1820, Beefeater Dry continues to be made in Kennington today. To honour this rich heritage and its city of origin, Beefeater wanted to create a limited edition bottle that celebrates the diversity and vibrancy that makes London so unique. The aspiration was to create a modern souvenir that was bold, innovative and creative that would get people talking positively about the brand and extend its global reach.
Brief Explanation
Our challenge was simply to combine the outwardly conservative British appearance and ‘stiff upper lip’ attitude with a contrasting ‘inner eccentricity’. Our only constraint - we had to work with the current bottle.