Client Need: While at global spirits company Hiram Walker BrandWerks’ Managing Director John Recca was charged with revitalizing the aging Beefeater Gin brand. Inextricably linked to the martini, the brand needed relevancy and a new strategy to increase awareness and consumption.
Solution: Leverage the brand’s superior quality perception through mixability. The big idea: “Summer Gin”, a vastly successful, multi-dimensional campaign with national print, outdoor, and trade advertising. Merchandising materials broke new ground, like a unique gift box that showcased the brand’s refreshing new image. The result: rapid sales and market share gains.