Beefeater Dry Gin has been a world leading gin brand long before the ‘Gin Boom’ took hold. With volume sales growing globally the commercial opportunity has grown, but so has competition and marketing challenge. With literally hundreds of brands now on the market and the audience - both trade and consumer - more fragmented and discerning creating impactful global communications tools is a huge challenge.
Grow market share globally with a hero serve that engages bartenders with the quality of the liquid and drives consumer awareness and trial.
We knew that to be engaging for a trade audience a hero serve has to demonstrate the quality and flavour notes of the liquid in a way that gives authenticity and credibility to the brand. And to be widely adopted it needs to be simple to prepare using ingredients found behind every bar in the world. You can’t just stick in a random fruit or vegetable in the pursuit of disruptive innovation and expect bartenders to run with it. As gatekeepers to the bar menu we knew we had to create a meaningful serve and support it with assets that make listing it on menu a no-brainer.
We also knew that to create consumer demand for the serve it must disruptive, eye-catching and premium.
We developed the ‘B&T’ – the Beefeater and Tonic. A simple, authentic and wonderfully tasting gin and tonic with an orange and lemon wheel garnish that elevates the botanical flavour notes unique to Beefeater Dry Gin.
While the garnish is made from simple ingredients found in every bar the direction was given that the perfect serve uses a lemon & orange wheel, with precision over the serve to elevate the quality of the drink, the bartender, and the bar.
We developed a powerful and disruptive communications campaign to engage the trade and inspire consumers. Building the campaign at a time when the Brand World was transitioning we took the approach of developing a single-minded, serve focussed visual that celebrated the power of the serve, respected the Brand DNA and elevated it in a contemporary way.
A complex photoshoot delivered the hero shot, and creative development of a full on trade and off trade toolkit allowed for the hero serve campaign to be built into a global communications tool that can be executed flexibly in local markets.
Serve Strategic Development | Visual Concept | Hero Photography | On Trade POS | Off Trade POS | Toolkit
The hero serve campaign has been rolled out across global markets, helping to gain on trade listings and grow market share and brand equity through on trade activation.