Pernod Ricard launched Beefeater Pink in February

Pernod Ricard launched Beefeater Pink in February

Pernod Ricard has rolled out a marketing campaign for its newly-launched Beefeater Pink brand.

The activation has launched first in Spain, with 12 additional markets expected to carry the campaign over the summer. The creative includes out-of-home, digital, on-trade and social media activity.

Michael Scantlebury, creative director at agency Impero, said: "With the gin market booming and new products launching on a weekly basis, half the battle is standing out. The Beefeater Pink campaign is designed to be bold and to disrupt – as well as to inject a bit of youthful fun back into gin.

"We're embracing Beefeater's fashionable London roots, curating Beefeater Pink as a vibrant and urban lifestyle brand. The fact that Beefeater cares more about what its consumers want, and less about the category norms, has resulted in a highly visual, fun, energetic brand world that we're excited to share."

Beefeater Pink, which is designed to appeal to Millennials, comprises strawberry flavour, citrus and juniper botanicals. 

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