BBDO Beefs Up Gin Campaign

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$10 Mil. Effort Uses “Bold’ Positioning to Court a Younger Crowd
CHICAGO-After a year’s hiatus from advertising Beefeater, Allied Domecq Spirits USA is putting $10 million behind BBDO’s debut campaign for the gin brand.
Tagged “A bold spirit always stands out,” the ads target younger drinkers. They break this week in January editions of national magazines such as GQ, InStyle and Wired.
“Our goal was to make the brand more relevant among the younger target,” said Joanne Kletecka, Beefeater’s marketing director.





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