Gin is much less differentiated as a market than vodka. As a result, people have traditionally tended to find a gin that they like and stick with it. Beefeater has failed to capture a 'badge' of upscale like Sapphire and Tanqueray have. So how can we connect with our target in such a way that matches who they are: men in their thirties and early forties, established in their careers and lifestyles but still active and sociable? How can we take the 'age' off Beefeater and make it less 'special occassion'?

We live in a world of deception. No one tells it like it is anymore. There is a powerful connection between someone who is steadfast in their beliefs and a brand that hasn’t changed in 100 years. That connection is what drives the 'This is gin.' campaign. By being honest, witty and insightful, we can strengthen the bonds and increase awareness for Beefeater. Let’s talk to the target in their language. Let’s use the environment where they live to create revealing commentary that piques their cerebral side, but boldly steps out to reveal a truth, just as they would.

The Beefeater 'This is gin.' campaign just broke March 1st and is undergoing an intense six month survey to gather results on the executions.