To coincide with the launch of a new bottle design, Beefeater gin is appearing on TV screens for the first time.
A multi-million-pound campaign launches on 19 April and runs through to the end of August.
Spearheaded by TV, video-on-demand and online video, the ‘Spirit of London’ campaign also includes digital, e-commerce, in-store and in-bar support.
Laura Stephen, Brand Director for Beefeater at Pernod Ricard UK, commented: “This is a significant investment for Beefeater and the start of a blockbuster few months. The new pack is a real step-change and has already enabled us to secure new off-trade listings for Beefeater London Dry, ensuring that more bottles are on shelf when our brand new TV advert and wider marketing campaign launches in April.
“The on-trade is equally important to us and we can’t wait for the gradual re-opening of outdoor hospitality. We have ensured our new flavour, Beefeater Peach & Raspberry, will be rolled out in this channel for consumers to enjoy with friends and family at long last.”
The new Beefeater packaging rolls out from 15 March across the brand’s full range, including price-marked-packs but excluding Beefeater 24: Beefeater London Dry, Beefeater Pink Strawberry, Beefeater Blood Orange and Beefeater Peach & Raspberry.