A cologne aftertaste is a sensation that many consumers share when enjoying gin, derived mainly from the flavor and aroma of juniper. It is a criticism attributed to many brands of this type of drink and that Beefeater has turned around to turn into the insight of its new marketing action.
Together with Vizz Agency, the content creator representation agency of the Webedia group, it has created LDN Red, a cologne inspired by the botanical notes of Beefeater Black and Beefeater Dry and which proposes a new way to enjoy its gin. Thus, Beefeater is no longer only drunk, but also smelled and worn on the skin, thereby expanding the product and brand experience.
To publicize the drop exclusive has had the content creators Misho Amoli, main figure of the launch campaign; Leto and Souloner Younger, who represent, respectively, gin lovers and haters. The three star in a piece that the brand has shared on its Instagram profile and in which it explains that it has taken those who criticize its drink as a reference to shape the new product. The idea is to turn criticism into benefit with thinking ““beef is in Beefeater”.
According to Beefeater, the colony is made “with great care“, a drop of lemon for each negative comment, “good spirited london” and “a lot of ice”.
“Gin tastes like cologne… well… well we have made a perfume. LND RED, Beefeater’s perfume, arrives“, commented Ricardo Zafra, Director of Consumer Journey & Marketing Performance for Southern Europe at Pernod Ricard, through LinkedIn, announcing the initiative.
In the piece itself, the brand points out that it is a limited edition, since it has only created 150 units of LDN Red. To achieve it, Beefeater has launched a contest for which it has not yet revealed the dynamics, nor has it shared the legal bases. Along with the possibility of getting one of the perfumes, access to a draw for a trip to London is also included.
The brand has played with the mystery by publishing a teaser video, also starring Misho, accompanied only by the text “What’s coming smells good.” This has aroused the curiosity of users over the last few days, who have speculated about the launch of gins with new flavors or aromas, such as orange.
The agency highlights Beefeater’s courage in addressing a negative perception of the category and turning it into the insight of an action that seeks to connect with consumers, as well as invite them to explore the drink in a different way. “How many times have we heard that “gin tastes like cologne”? For most brands, this comment would be a prejudice to run away from, but we together with Beefeater have decided to turn it into the perfect insight for our latest madness.“, they commented from Webedia through LinkedIn. “Congratulations to the team for daring to turn the tables and turn the negative into an unforgettable campaign”.
