The Drum Awards for Marketing EMEA - Awards Show

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Agency: Impero
Date: Apr 2018
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The Gin Hub has appointed Impero to launch its newest product – Beefeater Pink. The campaign first launched in Spain and will roll out to 12 additional markets over the summer.

Impero has developed an entirely new visual identity for the gin as well as a full creative campaign, which spans out-of-home, digital, on-trade and social media.

Michael Scantlebury, Creative Director at Impero, said: “With the gin market booming and new products launching on a weekly basis, half the battle is standing out. The Beefeater Pink campaign is designed to be bold and to disrupt – as well as to inject a bit of youthful fun back into gin.

"We’re embracing Beefeater’s fashionable London roots, curating Beefeater Pink as a vibrant and urban lifestyle brand.”

On the Beefeater Pink work, Eric Sampers, Global Brand Director at Beefeater said: “We’re excited to finally launch the campaign for Beefeater Pink, as this product has been a labour of love for our Master Distiller Desmond Payne.

"We didn’t want to rush to market to keep up with competitors, because we felt it was important to get the new product just right. The work Impero has created for the launch is exciting, and truly embodies what Beefeater Pink stands for: youthful, vibrant, fashionable and fun – opening the doors to younger, more adventurous gin consumers."


Michael Scantlebury - creative director and founder, Impero

Dan Deeks-Osburn - strategy director, Impero

Adeline Chong - head of design, Impero

Davide Baratta - senior graphic designer, Impero

Lise Dessons - mid-weight graphic designer, Impero

Andres Clerc - mid-weight graphic designer, Impero

Lauren McGregor - senior account director, Impero

Alex Kosterman - creative copywriter, Impero

Sarah Burrows - creative, Impero

Ann-Marie Richards - project manager, Impero

Paul Lewis - director of photography, Impero