London Sounds

An integrated global campaign, launching Beefeater's music-themed Limited Edition Bottle

Worldwide, the gin category is growing fast with Pernod Ricard’s Beefeater London Dry Gin, the world’s number 2 premium gin sold in 70 markets worldwide. However the brand’s share of market was affected by a decline in preference amongst its core 20-30 year old ‘Aspiring Socials’ demographic.

The challenge was to make the brand relevant and authentic to this audience and build consideration in order to regain leadership in the premium gin category and ultimately drive sales of the 2015 Limited Edition bottle.

Music is a universal passion point for this audience and acts as a social currency, especially in the digital space, enabling them to express their identity and share their passion for a favourite artist, track or genre.

CORD’s strategic approach was to align the brand’s heritage and the product truth with the audience’s passion and establish an ownable space for the brand in London music culture. And in doing so realise the brand mission to celebrate the diversity and energy of modern London.

The Beefeater London Sounds integrated campaign was activated across a number of communication channels to raise awareness and drive engagement amongst the brand’s core audience.

A striking limited edition bottle identity and packaging design was developed to achieve visibility and stand out on shelf.

A broad range of point of sale items were developed for global markets for activation in on and off trade environments. A bespoke London Sounds installation was also created within a number of Travel Retail locations, including Gatwick Airport.

The London Sounds digital platform immerses the user in a multimedia set of stories and sounds describing London’s rich musical history.

To launch the campaign in one of the brand’s key markets, Spain, a pop up vinyl record store was set up in Madrid’s music district. Over a period of two weeks, the store collaborated with London’s iconic Sister Ray Records to host a number of live performances of London tracks, performed by local artists, encouraging visitors to sip on a gin and tonic while browsing the vinyl.

Consisting of a specially curated database of content - from YouTube clips, album artwork to tracks powered by Spotify. Using the Google Maps interface, users are able to create their own journey via a series of filters ranging from music genre, to artist, to decade.

The campaign launched in July 2015 with 23 markets placing orders. Tier 1 markets such as Spain, Germany, Portugal and Greece invested in offline and targeted online media activated in September and October.

The launch of the Beefeater London Sounds pop-up record store in Madrid gained significant coverage within lifestyle blogs and amongst Madrid’s music influencers. Consumer engagement levels on the Beefeater London Sounds digital platform (measured as dwell time) averaged at 8.2 minutes.