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To introduce their newest expression, Beefeater London Pink, the gin brand has created an experiential out-of-home activation in the London Underground.

For two weeks the escalators and exit corridors were wrapped in bright pink strawberry-scented vinyl sheets immersing passengers in the brand. Aside from raising awareness about the new product, the aim of the campaign was to have the target, millennials, experience the brand through multiple senses.

The activation is not only interesting, but spot on. Millennials react to personalized ,disruptive, and value-driven marketing. Beefeater’s campaign did exactly that by giving Londoners their own gin with the generation’s iconic “Millennial Pink,” bringing the experience to them, and providing a more pleasant commuting experience.