The campaign launches later this month in Spain – Europe’s largest gin market by sales – before being rolled out to other countries including the UK.
Each outdoor advert will feature one of three real Londoners selected by the brand from a competition earlier in the year alongside the strapline ‘This is My London’. To complement the adverts, a series of short films will launch, where each Londoner explains what the city means to them. Fans of the brand will be encouraged to share the films on Facebook and Twitter with the hashtag #MyLondon.
Beefeater’s move to highlight its London ties comes just months after the city was hailed for hosting a successful Olympic and Paralympic Games and the brand hopes the campaign will help boost sales, which reached a high of 2.5 million cases in the year to June 2012.
Paco Recuero, global brand director for Beefeater, says the brand is also taking advantage of a global gin revival.
He adds: “As the only international gin brand to have its own distillery in London, Beefeater is uniquely placed to tell the stories of modern London to gin fans worldwide. Building on the success of Beefeater advertising to date, we wanted to bring the city to life even more for our fans with the ‘This Is My London’ campaign by telling the stories of how London influences the lives of its most eclectic inhabitants today.”
The Publicis and Haygarth created campaign will run alongside a photography competition to source 1,000 images of London to feature on its new limited edition bottles. It is being supported by a partnership with Central St Martins College of Arts and Design and a targeted print and digital media campaign to drive entries.