The campaign, entitled ‘This is My London’, introduces "like-minded consumers to three real Londoners who epitomise the creative, individual style which both Beefeater Gin and contemporary London share".
‘This is My London’ begins this month with an outdoor advertising campaign in Spain - Europe’s largest gin market - where the brand aims to strengthen its position. Each execution will feature a real Londoner under the strapline: This Is My London and the ads will be featured in print media and billboards nationwide. The three characters will then be introduced to consumers worldwide through a series of short films, with each of the Londoners telling the story of what London means to them. The films will be promoted through digital media to encourage consumers to share them with friends and will be accompanied by the hashtag, #MyLondon.
The ‘My London’ theme continues with a new limited edition bottle which will be sold globally during 2013 and for the first time, Beefeater is "crowd-sourcing" creative Londoners to collaborate in the design of the bottle.
Participants can submit photos of what London means to them on the campaign website, beefeaterginmylondon.com. Those who participate will be in with the chance of winning various prizes, including being one of a thousand images on the new bottle, which will be called Beefeater #MyLondon Limited Edition. The competition will be supported by a partnership with Central St Martins College of Arts and Design and a print and digital media campaign. The deadline for entries is November 18 2012.
Paco Recuero, global brand director for Beefeater said: “As the only international gin brand to have its own distillery in London, Beefeater is uniquely placed to tell the stories of modern London to gin fans worldwide. Building on the success of Beefeater advertising to date, we wanted to bring the city to life even more for our fans with the ‘This Is My London’ campaign by telling the stories of how London influences the lives of its most eclectic inhabitants today. We’re delighted with the campaign we’ve produced – it’s vibrant, exciting and engaging and really captures the spirit of Beefeater Gin and contemporary London, so we’re confident it will capture the imagination of consumers worldwide and contribute to further growth for the brand.”
The launch of the ‘This is My London’ campaign follows a strong sales performance for Beefeater in recent years as it has taken advantage of the global gin revival, resulting in annual sales reaching an historical high of 2.5 million cases in the year to June 2012.