Beefeater Gin has taken the scent of summer into London's underground to promote its pink strawberry gin. Filling the station with strawberry smelling posters, commuters are supposedly wafted with a scent of sweet strawberry and hopefully tempted to seek a drink.
The Pernod Ricard-owned brand developed the campaign with Posterscope and Havas to create the immersive out of home ad. To create the scented posters, a new screenprint process was devised that infuses scented ink onto a dry posted poster.
The two week campaign will take place in one of London's busiest tube stations, Oxford Circus, and will run for two weeks. Philip Ainsworth, marketing director for Pernod Ricard UK, said the parent brand company the station to hit its target millennial audience.
He explained Beefeater wanted the campaign to "not just tap into their visual senses" but to ensure people were encompassed by the brand entirely. In the above video, he said: “Experiencing is all about dwell time and actually spending time with the brand."
Beefeater Pink is differentiated from Beefeater London Dry Gin by fusing strawberry, citrus and classic juniper flavours and is currently subject to a wider campaign created by independent agency Impero including digital, on-trade and social.