Ready for a ‘big burst’: How Pernod Ricard plans to attract younger gin drinkers
After seeing a surge in sales over the past 12 months, it believes now is the time to capitalise on momentum by adding TV to its marketing arsenal.
Pernod Ricard is launching its first TV advert for gin brand Beefeater, which the brand says will play a vital role in reopening communications with consumers who it hasn’t “spoken to in years”.
Pernod Ricard brand director Laura Stephen, says Beefeater “never had the scale to actually be ready for a big push in the UK” before but recent substantial growth justifies the move. Beefeater saw a spike of 27.6% in value across off-trade and a surge of 35.6% in convenience store sales, according to Nielsen.
The brand wants to capitalise on this growth by showcasing its ‘Spirit of London’ campaign, created with agency BMB, on TV. “It is the right time for us”, Stephen tells Marketing Week, adding that “TV is a key media” to reach its core target audience of 25- to 35-year-olds.
