Beefeater Pink is the recently launched pink gin from Beefeater London Dry Gin, which fuses natural strawberry flavour, citrus and classic juniper botanicals for a delicate and refreshing gin with a visually vibrant, statement-making shade. With this new launch innovation and excitement was required.
Pernod Ricard UK (Beefeater) installed strawberry scented posters throughout Oxford Circus Underground station as part of the launch campaign for Beefeater Pink. Exterion Media and their printers VGL came to us for ideas on how to make the campaign exciting and innovative with scent, whilst adhering to the strict restrictions Transport for London put on advertising.
The immersive Oxford Circus Out-of-Home (OOH) ‘exit domination’ campaign takes customers on a sensory brand experience as they leave the station. The activation includes four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels) with the strawberry scent having been designed and supplied by us. (As of October 2018 this campaign became award winning at the Print Week Awards)
We’re excited to work on more scented large format printing campaigns with VGL and Exterion as they take the concept to more of their clients.
- Client: Vinyl Graphics Limited for Exterion Media working on behalf of Beefeater Gin (Pernod Ricard)
- Campaign: Transport for London, Underground poster sites
- Solution: AromaCoat- scented encapsulate for large format printing