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