by Lucire staff/August 27, 2013/12.19
A Lucire special promotion
Pernod Ricard knows its markets, and Beefeater Gin, the international premium gin, has one asset that its competitors donâ€™t: it really is distilled in London.
With London often seeing itself as the capital of coolâ€”its Fashion Week, for instance, takes up more pages in Lucireâ€™s print editions than our usual mainstay of New Yorkâ€”itâ€™s no surprise that Beefeater chooses to tap in to its home town with a new campaign called #MyLondon (complete with hashtag).
Itâ€™s not just a campaign, but a limited-edition bottle celebrating its London home, and the opening of a visitor centre later this year. To make things really pop, Beefeater has collaborated with Central St Martins, known for turning out some of Britainâ€™s best fashion design talents (the late Alexander McQueen, Stella McCartney, John Galliano and Matthew Williamson are among its alumni).
The original #MyLondon competition ended last November with a giant laser projection in Covent Garden. Thousands of Londoners, as well as Central St Martins College students, shared what their city meant to them through their favourite photographs. These were gathered via Beefeaterâ€™s website, and the best were selected by a panel of judges, to feature on the limited-edition bottle.
The bottle features 2,200 photographs fetauring everything from everyday life scenes (graffiti on walls to deck chairs) to more recognizable iconic images (double-decker buses and London landmarks). Beefeater has gone for authenticity rather than stereotype, creating a limited-edition bottle that Londoners themselves can be proud of. After all, no destination brand survives without being true to its people, and Beefeater knows, too, that its own brand is tied intimately with its base.
This video has been sponsored by Pernod Ricard and Beefeater Gin