We have been working with Pernod-Ricard since 2016, delivering campaigns for Absolut, Malibu, Jameson, Chivas etc. This particular campaign for Beefeater, to launch their Pink Gin, was one of our favorites.
We were challenged by the Beefeater team to deliver an activation to drive engagement, cut-through and cultural relevance on social, across the UK, US, Australia, Denmark and France.
We devised a hashtag that would speak directly to millennials across the key markets:
Our consumer research leant on behavioral insights and suggested the movie ‘Mean Girls’ would be a cultural reference applicable to the target market. As you may know, the famous line from the movie is ‘On Wednesdays we wear pink’.
We leveraged local market influencers to create content with a ‘pink focus’ and we ensured content only went live on Wednesdays. The result was incredible, consumers loved the hashtag and jumped on board. We saw a huge uptake in UGC every Wednesday across the campaign term.
We also developed a bespoke influencer cocktail guide and gifted cocktail kits along with Pinterest inspired tips and branded carafes to ensure the content was tantalisingly ‘Instagrammable’