Pernod Ricard is bringing the 'Forever London' advertising campaign for its Beefeater gin brand to the streets of the capital.

The company announced today (11 March) that it will utilise 15 black cabs in London to carry the advertising from now until November. In addition to exterior livery, the cabs will have "educational messages" on their tip-up seats as well as offering branded receipts.

"Black cabs are such a globally-recognised iconic London item that it is logical for Beefeater to showcase its advertising in this creative manner, offering a visual representation of Beefeater's traditional heritage and its place in contemporary London," said Nick Blacknell, Beefeater's brand director.

"In addition, the much-loved black cab features in three of the advertising executions launched earlier this year to great critical acclaim."

Financial details behind the promotion were not disclosed.