Pernod Ricard UK’s immersive Oxford Circus Out-of-Home (OOH) ‘exit domination’ campaign takes customers on a sensory brand experience as they leave the station. The activation includes four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels).
Beefeater Pink is the recently launched pink gin from Beefeater London Dry Gin, which fuses natural strawberry flavour, citrus and classic juniper botanicals for a delicate and refreshing gin with a visually vibrant, statement-making shade.
The two-week campaign feeds in to a wider global brand campaign created by independent agency Impero, which features digital, on-trade and social, with media by Havas.
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. Our main target is young millennials aged 20-27 and we want our marketing to be playful, fresh and as disruptive as possible. Posterscope and Exterion’s idea of the first ever scented London Underground campaign met this brief perfectly.”
Richard Simkins, Creative Solutions Director at Exterion Media, said: “We’re thrilled that Pernod Ricard are the first brand to try out our new scented posters on London Underground. We’re constantly working on the research and development of new products to launch across our estate, to deliver standout brand moments and enhance customer experiences. This campaign demonstrates the growing creative opportunity Exterion Media has on the TfL rail estate and with all our franchise partners.”
Stephanie Marks, Managing Director for Havas Media UK, said: “Our clients came to us with a wonderful audience insight of millennials ‘tasting with their eyes’. We developed a strategy where we focused on expanding their senses across all channels, and this fantastic opportunity to dominate a key London station with scented strawberry posters helps the product come to life. We are already looking at how we can create more sensory experiences with our media in coming months.”
In a new advertising technique, Exterion Media and Vinyl Graphics Limited (VGL) designed a screenprint process that, using a ‘pure capsule aroma’ and a water-based UV coating, infuses scented ink into a dry-posted poster. For the Beefeater Pink OOH campaign, a UK-produced pure capsule strawberry aroma was used - a consumer-grade scent designed for print, textiles, paper and spray applications. It is a synthetic strawberry aroma and IFRA (International Fragrance Association) approved for uses in household products such as nappies, shower gel, candles and face creams.