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Beefeater Gin launches lively ad by newly-appointed agency McCann London


By Amy Houston | Senior Reporter

July 21, 2022 | 3 min read

Gin brand Beefeater has launched the next phase of its ‘The Spirit of London’ creative platform.


Beefeater's new campaign by McCann London / McCann London

Devised by the brand’s new international creative agency partner McCann London, the campaign invites viewers to experience all the different facets that fuel the energy of London.

‘The Spirit of London: Next Wave’ is a lively snapshot of the city’s landmarks including Big Ben and Tower Bridge, as well as iconic areas such as Camden and Soho.

“Our first iteration of The Spirit of London campaign was highly successful, growing brand equity and contributing to business growth in many of Beefeater’s key markets, with particular success in Brazil, Argentina, Greece and South Africa, where we saw particularly high engagement levels across all platforms,” said Murielle Dessenis, global brand director at Beefeater.

“This clearly demonstrated that this creative platform resonates with our target audience, the Urban Explorers. Now we’re taking it one step further by adding even more culturally relevant references to what life in the city means for our consumers.”

The campaign will launch in Greece this month across digital media, out-of-home (OOH), digital-out-of-home (DOOH), TV and radio, before being rolled out globally over the course of the next 12 months.

Holly Henderson and Georgia Horrocks, creatives at McCann, added: “Beefeater is London’s OG (original gin). And – just like the eclectic city we all know and love – it’s made up of contrasts; different ingredients that come together to give it its unique flavor. So we brought this to life through a clashing, collaging, visual style.”

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Beefeater Gin: The Spirit of London: Next Wave by McCann

By Beefeater Gin

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