This summer we launched Beefeater Pink in the UK with a sensory ad campaign in Oxford Circus underground station. In partnership with Havas & Posterscope, our takeover of the station was created with a new screen-print process that infused strawberry-scents into the poster ink.
The two-week long campaign took place in London's busiest tube station, filling the station with the smell of strawberries.
The wider launch campaign stretched all over London and major cities in the UK, including tube takeovers, billboards, digital OOH and a social campaign.
Awards:
The Drum Out of Home Awards — Transport (Winner)
Media Week Awards 2018 — Best Media Idea (Bronze)
World Beverage Innovation Awards — Best brand marketing campaign (Winner)
As featured on:
Cassandra Daily 13 June 2018
AdAge Creativity Top 20 29 May 2018
Marketing Industry News May 2018
The Drum May 2018
Little Black Book May 2018
The Drinks Business May 2018
The Spirits Business May 2018
Brand Stories May 2018
Drinks Bulletin May 2018
The Drinks Association May 2018
Marketing Communication News May 2018
Novotaste May 2018
MSensory May 2018
CREDITS
Creative director Michael Scantlebury
Strategy director Dan Deeks Osburn
Design director Adeline Chong
Senior designer Davide Baratta
Midweight designer Lise Dessons & Andres Clerc
Senior account director Lauren McGregor
Account manager Patricia Cascales García
Project manager Sophie Ewings
Director of photography Paul Lewis
Creative Melissa McWhirter
