Case Study: Beefeater Pink

Introduction:

We helped Beefeater Gin build awareness and cultural relevance with a campaign based on the ultimate millennials’ movie.

The challenge:

Goat had been working with Pernod Ricard since 2016, delivering campaigns for brands like Absolut, Malibu, Jameson and Chivas. For this particular campaign, we were challenged to drive engagement, cut-through and cultural relevance for the launch of the new Beefeater Pink Gin across the UK, US, Australia, Denmark and France.

The solution:

Playing on the famous line from classic movie, ‘Mean Girls’, we decided to create an influencer campaign based all around the hashtag, #OnWednesdaysWeDrinkPink.

We leveraged local market influencers to create content with a ‘pink focus’ and, crucially, ensured content only went live on Wednesdays.

Alongside Pinterest-inspired tips, we also developed a bespoke influencer cocktail guide, gifted cocktail kits and a branded carafe to ensure the content was tantalisingly ‘Instagrammable’.

The reaction on social was incredible. Consumers loved it and immediately starting creating their own versions, with a huge uptake in UGC every Wednesday across the campaign term. Check out some of the key stats below.