BEEFEATER'S SHADOW MAP
Client:
BEEFEATER GIN (PERNOD RICARD)
Tools:
BRAND ACTIVATION
UX DESIGN
DIGITAL MEDIA
CREATIVE TECHNOLOGIES
The Challenge:
Devise a summer campaign concept for Beefeater that enhances their conventional trade marketing strategies by generating higher consumer demand.
Context:
With summer being one of the most important periods in the marketing calendar, Beefeater Gin wanted an action that would boost on-trade demand by targeting the end consumer. In other words, the central goal was to increase on-trade purchasing by getting consumers to convince their local barkeepers to keep Beefeater Gin in stock. Easier said than done…
Luckily for us, Beefeater Gin has the perfect antidote to the summer’s infernal temperatures: the classic gin tonic and its countless variations.
Most consumers are already accustomed to enjoying a refreshing cocktail outdoors during the summer months. But what happens when it is too hot to be outside?
According to Spain’s state meteorological agency, the summer of 2022 was the hottest summer since the agency began to keep records in 1961.
THE IDEA
The solution was to create a free digital map to help users track the areas of Madrid where the sun was shining, allowing them to select outdoor venues that remained in the shade and avoid the intense summer heat.
