MediaWeek Bronze Award for Beefeater Pink’s multi-sensory campaign!

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We’re thrilled to announce that we won the Media Idea (under 250k) Bronze Award at MediaWeek Awards for our multi-sensory campaign for Pernod Ricard UK’s Beefeater Pink gin.

We invented a new screen-printing technique and installed the first-ever scented posters at Oxford Circus station, the biggest footfall hotspot in proximity to bars, to drive awareness and consideration of the new strawberry variation of Beefeater London Dry Gin. 

A pleasant bombardment of the eyes and nose, the campaign took customers on an immersive brand experience as they left the station through four pink strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs. The campaign was planned and booked through Havas and Posterscope.

The campaign achieved +6% awareness and +7% in consideration – over three times the target and delivered the best NPD results for the business in over 5 years, with +102% brand growth in May due to this launch activity. 

Find out more about the campaign here.

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