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Pernod Ricard goes global with Beefeater marketing campaign - video

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Pernod Ricard is sticking with London cues in the latest marketing campaign for its Beefeater gin brand.

The activation, entitled 'The Spirit of London', highlights the home town for the group's London dry gin. Featuring TV, cinema, online video and out-of-home presence, the push will across 25 markets over the next 12 months.

Financial details behind the campaign were not disclosed.

"Beefeater can trace its distilling heritage back to 1820 London," said Beefeater's global brand director, Murielle Dessenis. "By creatively combining the emerging contrasts that live and breathe in modern London, and indeed in many cities all around the world, we're confident that 'The Spirit of London' campaign will more meaningfully connect with our consumers and refresh their love for life in the city."

Last week, Pernod rolled out Beefeater's Blood Orange variant across four provinces in Canada.

Why spirits brand owners should embrace the cross-category trend - Click here for a just-drinks comment


Expert Analysis

Pernod Ricard SA (RI) - Financial and Strategic SWOT Analysis Review

Pernod Ricard SA (RI) - Financial and Strategic SWOT Analysis Review

Pernod Ricard SA (Pernod Ricard) is an alcoholic beverage company that produces and sells spirits, beer and wine products. The company offers products Aniseed Products, Bitters, Brandy, Champagne, Cog...

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