The Brief
Beefeater Pink is a gin with a taste of strawberry and pink color. It is inspired by millennial pink and modern punk. It sounds and looks like an immediate hit. So far so good…with one slight problem.
The new Pink of Beefeater enters the Bulgarian market one year later than its main pink competitor.
Due to the high brand awareness of Beefeater — the people were confident that they had Beefeater Pink last summer and actually, they drank Gordon’s.
Not a small problem.
We had to step on the market with a bang.
Idea and reaction
We began looking for something which matches Beefeater Pink’s strawberry pinkness…
and we found a couple of villages that sounded just as colorful as our favorite new gin. Right by Kazanlak, there are Rozovo (‘pink’ in Bulgarian) and Yagoda (‘strawberry’ in Bulgarian).
What is the common between London and the villages Rozovo and Yagoda.
Nothing?
Let’s Try — Something
The villages were just 14 kilometers apart and they sounded perfect. They were vibrant and colorful. Or at least that’s how they sounded. In reality, Rozovo and Yagoda have a population of fewer than 2000 people and no traveler has a reason to go there. We changed that by inviting world-famous graffiti artists Arsek and Erase, which together with London-based Bulgarian influencers @bibons and @stefanyobiadiri developed a concept for a couple of graffiti.
The two artworks were inspired by urban culture, millennial pink, modern punk and the place where they were drawn — Yagoda and Rozovo. And so, on the walls of the local pensioner’s club in Rozovo, a massive strawberry graffiti appeared, while in Yagoda the town hall got a new “Pink” tag on their wall.
The two murals immediately were uploaded as landmarks on Swarm, Tripadvisor, and Foursquare, the closest attraction is 60km away.
The online video was shared hundreds of times on social media and watched over 600 000 times. The news of Pink and the villages of Rozovo and Yagoda reached the mainstream media in Bulgaria and abroad.
This is how Beefeater Pink stepped brilliantly on the Bulgarian market and the summer turned out to be pink and Londony.
Pink is not Gordon’s. Pink is not dead. #pinkyourgin
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creative director: angel iskrev
junior copywriter: spas nikolov
client service director: sava ahmakov
account assistant: toni gradinarov
web designer: lilia gateva
production: Bashmotion
director: Bashmotion
art: arsek_erase
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