Beefeater, the World’s Most Awarded Gin, worked with Missouri to help create a limited-edition bottle and suite of assets that represents ‘The Spirit of London’ – the home of Beefeater for over 200 years. After a deep dive into potential collaborators that embodied the shared values of Beefeater, Missouri commissioned Lakwena, a London-based artist known for her vibrant graphic and typographic large scale art installations as the perfect collaborator for the brand.
To launch the collaboration, Missouri developed a 360° activation toolkit for the on-and-off-trade, digital and social assets, a suite of merchandise, and scalable consumer and PR events to bring authenticity and cultural depth to the collaboration and gain maximum impact from the commission.
Lakwena was assigned to create a bold makeover that encapsulates the rich cultural fabric of the city for the Beefeater target audience – the Urban Explorers. The limited-edition bottle features bold colours and impactful font that brings a small moment of joy to the viewer and makes a statement that leaps off the shelf or back bar.
To amplify the launch across digital and social channels, Lakwena created three positive mottos that speak to the true values of what makes London such an incredible, multi-cultural city. The mottos are designed to bring alive some of the key values that make up The Spirit of London:
- We Mix and Blend – London is a mix and blend of people, culture, sights, sounds and tastes, the motto captures the clash of cultures and what happens when good things come together, just like a great gin cocktail.
- We Work and Play – London is a city of endless opportunity and people from across the world move there to work and pursue their dreams. And have some fun. The motto captures the energy of the city where Londoners work hard but play even harder.
- We Move and Shake – In London the only constant is change. Over its long history, the city has been rebuilt and reimagined, but it has always remained resilient because those who live there are adaptable and flexible.
Leanne Banks, marketing director for Pernod Ricard UK, said: “What better way to pay homage to The Spirit of London than by collaborating with an artist who embodies the very essence of London as a culture capital. Lakwena’s bold art is a constant source of positivity and optimism, refreshing our love of life in the city. We are excited to be offering our consumers a unique opportunity to own a unique and vibrant collector’s item and to be providing something new that is sure to make noise on shelf or on the back bar.”
The campaign launched with a global PR event with Lakwena in London, the label design in a street art format is featured in the Terrace at Boxpark Croydon until the end of December. The new Beefeater x Lakwena Limited Edition Bottle is now available globally in 70cl, 75cl and 1L formats in the UK, On and Off-Trade.