Beefeater Adds Radio to Mix

Continuing its brand-renovation program of the past year, Beefeater for the first time is adding radio to its mix of outdoor and print ads from BBDO Chicago.

Beefeater’s radio spots, to debut this holiday season, tout the Allied Domecq brand’s versatility in mixed drinks with rhythmic incantations to acid rock or jazz.

“The olive, the onion and the lime,” one woman chants, describing those accoutrements’ role in martinis, Gibsons or gin-and-tonics employing Beefeater gin, which Allied Domecq executives argue offers an ingredient with more character than neutral-tasting vodka.

“Without the olive, a Beefeater martini, no matter how expertly prepared, would be somehow … lacking,” the narrator argues, before concluding: “Without the bold taste of Beefeater gin, would you ever consider, even for a moment … the olive, the onion and the lime?”

The spots use the current tagline, “A bold spirit always stands out.”

The ads will air in cities including New York, Chicago and...