Blue 449 and Adshel wrap stations in strawberry-scented Beefeater Gin signage

Blue 449 and Adshel are promoting the launch of Beefeater’s new ‘Pink’ gin, by surrounding escalators, entrances and exits of train stations with strawberry-scented, pink panels.

The new campaign, which can be found at metro stations in Sydney and Melbourne, seeks to build awareness of Beefeater London Dry Gin among young Australians.

The strawberry-scented panels are in Sydney and Melbourne metro train stations

Off the back off research from Blue 449, the media agency and Beefeater surrounded trains with pink-scented panels.

Eric Thomson, marketing director of Pernod Ricard Australia, said the brand wanted a media approach that was “creative” and “disruptive”.

“We looked into an innovative use of strawberry-scented posters from our UK counterparts, to create a truly multi-sensory campaign that is not only highly visual but brings to life the vibrancy of Beefeater Pink. We also hyper localised our creative to the Bondi space to really personalise our creative to our millennial audience who expect brands to make that extra effort,” Thomson said.

“At a time where gin popularity continues to soar in Australia and younger consumers embrace pink as the colour of their generation, this activation timed perfectly with summer to demonstrate our brand attitude.”

Marrion Bell, client director at Blue 449, said it was an exciting project to work on.

“The brief from the Pernod team was fantastic and allowed us to be really creative with our media planning.  Seeing the innovative creative concepts that were shared by the team in the UK live in our market, has been extremely rewarding.”

The creative was done by Cummins&Partners.

Kirsty Muddle, Managing Director of Cummins&Partner, added: “The Beefeater team in Australia are brave and we wanted to honour their spirit by doing something fresh and new, we couldn’t be more proud of the results.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.