Our challenge was simply to combine the outwardly conservative British appearance and ‘stiff upper lip’ attitude with a contrasting ‘inner eccentricity’.

Our only constraint - we had to work with the current bottle.

Embracing the technical constraints, we devised an imaginative concept that shrink wrapped the entire bottle in a vivid London-inspired red whilst using the distinct brand icon – the Beefeater Yeoman – as an enticing window into a bold montage inside the bottle, showing a glimpse of London life, its contrasts, eclecticism and vibrancy.

This bold concept was then successfully extended across POS material to further optimise the impact in a retail environment.

The desired target for pre-sale orders was 60,000 bottles. To date, inside London Beefeater has had the biggest uptake in terms of volume of sales of any previous limited edition launch created for the brand and has sold over 750,000 bottles worldwide. The brand not only created a huge buzz around the launch, but they also increased its geographic reach to over 25 countries.