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 Los Angeles. The brand’s advertising budget has more than tripled from last year to more than $10 million.

Beefeater is also offering its first packaging upgrade in 20 years. A new bottle shipping next month in the U.S. and rolling out globally offers a taller, slimmer profile and scraps the paper label for an upscale, clear one with a more youthful, assertive yeoman. The design, from London shops Blackburn and Louis Moberly, sports the embossed words “London Dry Gin 1820” on various panels to look more contemporary next to rivals Tanqueray and Sapphire.

“The new Beefeater is younger, handsome, more as-sertive,” said Matt Wiant, client vice president, marketing for equity brands.

Current print and outdoor work shows young people posing in reinvented Beefeater costumes. The latest print ad features two young women in minidresses with the Tower of London guard motif over the headline, “Make it a double.”

Promotionally, the liquor will continue to stress the brand’s mixability, offering a martini pitcher for this holiday season and co-packaging the gin with mixers for summer, in markets where legal.