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A new look for the iconic Beefeater bottle |
UK. Chivas Brothers, the premium gin and Scotch whisky business of Pernod Ricard, has unveiled details of its revitalisation plan for Beefeater Gin, the number two premium gin in global travel retail and the world’s number one premium gin.
They include a new look for the iconic bottle as well as a global consumer advertising campaign entitled Forever London, which aims to bring the traditional London roots of the brand to life with a fresh, contemporary twist.
Following the global launch, the new look will be rolled out from the end of May, while the London-influenced platform will be seen in below-the-line (press) advertising executions.
A squarer, stronger bottle shape has been developed to improve on-shelf impact on travel retail shelves, as well as a refreshed Beefeater logo which features a deeper, more premium red, said the company.
Beefeater’s genuine London provenance (it is the only premium international London Dry Gin still distilled in London) is emphasised with the words “˜Made in London’ embossed on the bottle sides. Its many award medals appear on the front of the pack.
The premium look, created with branding agency Design Bridge, combines a “prouder, redrawn Yeoman Warder who is now striding purposefully forward”, a Tower of London shaped back label and a more premium bottle cap, said Chivas Bros.
The Forever London advertising campaign, created in conjunction with advertising agency Publicis, builds on the brand’s long association with London.
Each execution is a collage of globally recognised London icons and images from London’s past and present which aim to convey the style of Beefeater’s London. Images include London fashion, red London buses, the Houses of Parliament, black cabs, red telephone boxes, and Londoners themselves.
The new global campaign has been developed to support the brand in its key domestic markets, including Spain and the US. Initially it contains five print (“˜Tattoo Lady’, “˜Suit Man’, “˜Bowler Hat’, “˜60s Girl’, “˜Flower Girl’) and two outdoor (‘Tattoo Lady’, “˜Bowler Hat’), all using the tagline ‘Forever London since 1820’.
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| A selection of the images used in the Forever London advertising campaign, which aims to convey the style of Beefeater’s London [Photos: Michael Fryer] | |
Martin Riley, International Marketing Director for Chivas Brothers, commented: “The new advertising is original and highly impactful and the perfect fit for Beefeater in the 21st Century. Each execution is a piece of art in itself and as the most authoritative gin brand in the world, we believe that Beefeater is in the perfect position to push the boundaries and create an advertising campaign that will really create emotional resonance with our consumers around the globe.”
Nick Blacknell, Brand Director for Beefeater Gin, added: “Beefeater is an international brand of huge popularity – it is the world’s largest selling premium gin at 2.3 million nine-litre cases – and appeals to a stylish audience. It therefore needs to have a fresh and sophisticated look in line with our ambitious plans for the brand.
“The new packaging is a bold move that positions Beefeater as a contemporary brand and the new design has researched exceptionally well, with consumers appreciating the quality and provenance cues.
“Beefeater’s new look will elevate the position of the brand in this channel by providing a distinctive and impactful look which we believe will stand out against both our competitors and the spirit category in general.”
About Beefeater Gin
Beefeater is the number one premium gin globally with sales of 2.3 million nine-litre cases. It has won the prestigious IWSC trophy for Best Gin more times than any other gin brand in the last ten years (1999, 2002, 2003 and 2004).
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard, the world’s number two wines and spirits company. Number two in Scotch whisky and leader in premium gin, the Chivas Brothers portfolio includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Longmorn, Scapa, 100 Pipers, Clan Campbell, Passport and Something Special.
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