Exterion Media UK launched new scented posters on London Underground…that smell like strawberries!

Pernod Ricard UK has this month placed strawberry scented posters throughout Oxford Circus Underground station as part of the launch campaign for Beefeater Pink, the new pink variation of its Beefeater London Dry Gin. The new product development was led by Exterion Media, Europe’s largest privately-owned out-of-home (OOH) company, in partnership with location marketing specialist Posterscope and strategic media planners at Havas Media UK.

Pernod Ricard UK’s immersive Oxford Circus Out-of-Home (OOH) ‘exit domination’ campaign takes customers on a sensory brand experience as they leave the station. The activation includes four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels). 

The two-week campaign feeds in to a wider global brand campaign created by independent agency Impero, which features digital, on-trade and social, with media by Havas.

In a new advertising technique, Exterion Media and Vinyl Graphics Limited (VGL) designed a screenprint process that, using a ‘pure capsule aroma’ and a water-based UV coating, infuses scented ink into a dry-posted poster. For the Beefeater Pink OOH campaign, a UK-produced pure capsule strawberry aroma was used - a consumer-grade scent designed for print, textiles, paper and spray applications.  It is a synthetic strawberry aroma and IFRA (International Fragrance Association) approved for uses in household products such as nappies, shower gel, candles and face creams. 

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