Pernod Ricard in conjunction with leading branding agency Design Bradge created last year the new look for iconin London Dry Gin Beefeater.

Made in London Beefeater had been neglected for several years and, as a result, had lost its premium positioning in many global markets. So there was the need to bring the traditional London roots of the brand to life with a fresh contemporary twist.

Solution

Designers’ recommendation, as a result of our premium spirits audit, was that the brand could be an icon for Modern London — a vibrant city that mixes cutting edge culture with heritage. The brand needed to reflect these values through all its manifestations.

The new premium look, created by  Design Bridge, combines a more proudly striding Yeoman Warder, a Tower of London-shaped back label and a more premium bottle cap, all of which build upon the brand’s quality reputation and inject pride and energy into the package.

A squarer, stronger bottle shape has been developed to improve brand presence both on and off-premise, and a refreshed Beefeater logo features a deeper, more premium red. Beefeater’s genuine London heritage is further emphasized with the words ‘Made in London’ embossed on the bottle sides, and the brand’s superior quality is reinforced with some of its many award medals on the front of the bottle.

Result

The new ‘Forever London’ advertising campaign, created in conjunction with advertising agency Publicis, builds on the brand’s long association with London and is a visual representation of both Beefeater’s traditional heritage and its place in contemporary London.

Each of the new campaign’s five print and two outdoor executions — which carry the tagline ‘Forever London since 1820 — are made up of a collage of globally recognised London icons and images from London’s past and present that have been selected to convey the true style of Beefeater’s London. Images include London fashion, red London buses, the Houses of Parliament, black cabs, red telephone boxes, and of course Londoners themselves.

«Said Pernod Ricard USA’s Kletecka: «Beefeater is the world’s largest selling premium gin and appeals to a stylish audience. The new packaging is a bold move that positions Beefeater as a contemporary and sophisticated brand. The new design has researched exceptionally well with the trade and consumers who appreciate the stronger quality and heritage cues. The new advertising has a distinctive and impactful creative look which we believe will stand out against both our competitors and the spirit category in general.»