A dozen years. That is what it took Beefeater Gin, a Pernod Ricard brand, to come up with a new major ad campaign. The gin market is growing and Beefeater felt that it was letting slip a golden chance and possibly some market share as new 'craft' brands made their presence felt.
Sales of gin in the UK increased by 8 per cent in 2016 to £1.3 billion. In volume terms, gin accounts for 15 per cent of the total spirits market while in value terms, that share is 20 per cent. That is some incentive to change a brand's approach. Beefeater's new campaign is expected to change the perception about the
'Londonisation' of the brand. The brand custodians want to be 'sensitive to the perception of London outside the capital'.
In what it calls the first true above-the-line campaign in the UK in 12 years, the nationwide campaign includes murals in both London and Manchester, as well as traditional outdoor buys in three other cities across the UK. There will also be a digital campaign.