Last month, Pernod Ricard UK installed strawberry scented posters throughout Oxford Circus Underground station. This was part of the launch campaign for Beefeater Pink, a new variation of its London Dry Gin.
The new product development was led by Exterion Media. The immersive campaign takes customers on a sensory brand experience as they leave the station in corridors lined with the scented posters.
In addition, the two-week campaign includes four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels).
Philip Ainsworth, Marketing Director for Pernod Ricard UK, said:” Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist. So a London Underground OOH domination made complete sense. Young millennials aged 20-27 are the target. We want our marketing to be playful, fresh and as disruptive as possible.”
How did they do it?
Exterion Media and Vinyl Graphics Limited (VGL) designed a screenprint process. Using a ‘pure capsule aroma’ and a water-based UV coating, infuses scented ink into a dry-posted poster. A UK-produced pure capsule strawberry aroma was used for the Beefeater Pink OOH campaign. Designed for print, textiles, paper and spray applications, the capsule is for customer grade applications.
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