Beefeater Gin makes the London Underground smell like strawberries

Pernod Ricard brand targets millennials with 'multi-sensory' campaign

By Alexandra Jardine. Published on May 17, 2018

Editor's Pick

The smell of the London Underground (which isn't air-conditioned) can be unpleasantly sweaty in summer. But Pernod Ricard U.K. is trying to make things more sweet-scented this week in a campaign for Beefeater Pink, the new pink variation of its Beefeater London Dry Gin.

The brand installed strawberry-scented posters throughout Oxford Circus underground station as part of the launch campaign for the gin, in a campaign designed by independent agency Impero together with media partners Posterscope, Havas and Exterion. It includes four strawberry-scented exit corridors and a vinyl-wrapped escalator with escalator panels that also smell of strawberries.

The "multi-sensory" two-week campaign targets millennials, who apparently "taste with their eyes" -- we just hope this doesn't translate into imbibing gin while commuting.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


May 17, 2018
Pernod Ricard

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.