London Underground stations are not noted for their fragrance, but Oxford Circus, one of the city’s busiest stops, has had a change of air after drinks giant Pernod Ricard installed strawberry-scented posters throughout the station to mark the launch of Beefeater Pink gin.
Pernod Ricard's immersive “exit domination” campaign aims to take customers on a “sensory brand experience as they leave the station”.
The drinks firm mounted scented posters across four of the station’s exit corridors, and has also added branding to its escalators, The Drinks Business reported.
The two-week campaign feeds in to a wider global brand campaign.
Pernod Ricard, which also owns Jacob's Creek at St Hugo among other brands, launched Beefeater Pink, which is infused with strawberries in a bid to target the millennial market.
it is the first innovation to be launched by The Gin Hub, a new, stand-alone entity that brings together Pernod Ricard’s gin brands: Beefeater, Plymouth, Seagram’s and Monkey 47 under one roof.
“Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist,” Eric Sampers, brand director for Beefeater, said rather pretentiously at the launch.
“The gin industry is booming and there is a real appetite for new and innovative expressions that offer consumers a different drinking experience.
“In Spain, the pink gin trend accounts for 40% of all value growth within the total gin category, so there is huge potential to tap into,” said Sophie Gallois, managing director of The Gin Hub.
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