• by Fern Siegel , January 26, 2007

Beefeater Gin is getting a spirited makeover. The new global ad campaign is the first strategic move from Pernod Ricard, which bought the brand in 2005. And since it's the only premium dry gin distilled in London, the city will play a pivotal role in the revamped look.

The campaign, called "Forever London," kicks off in May.

Created in conjunction with ad agency Publicis, the work capitalizes on the company's traditional London roots, yet gives it a modern twist. No financial details were released.

Five print ads break in GQ and other national magazines. Two outdoor executions will run in several major metros. All carry the tagline "Forever London since 1820," augmented by a collage of city icons that illustrate London's history--past and present. Images include red London buses, black cabs and the Houses of Parliament and well as current residents.

To inject new energy into the packaging, Design Bridge fashioned a confident striding Yeoman Warner, a Tower of London-shaped back label and a new cap. Also, the squarer shape is designed to improve the brand's presence and underscore Beefeater's quality reputation. "Made in London" is embossed on the bottle sides.

Joanne Kletecka, vice president for Beefeater Gin, Pernod Ricard USA, says the new packaging is "a bold move that positions Beefeater as a contemporary and sophisticated brand" and will drive growth.

"Each execution is a piece of art in itself," adds Martin Riley, international marketing director for Chivas Brothers, which developed the campaign with Pernod Ricard. "Beefeater is in the perfect position to push the boundaries."