Beefeater London was looking to drive consumer awareness for the highly anticipated launch of their newest pink gin, Beefeater Pink. DECK was hired to spearhead the ideation, coordination, production and execution of launch initiatives to garner buzz for the new product in the Canadian market and generate meaningful conversation amongst top tier media and influencers. One of DECK's largest successes for Beefeater Pink was a fully integrated launch party.
To bring the brand's vision to life, DECK first sent personalized invites to social influencers and traditional media in a customized branded box, containing fresh rose petals and a bottle of Beefeater Pink. Next, we threw an on-brand, 'instagrammable' launch party for both traditional media and social influencers at SoSo Food Club. We created several photo-worthy 'stations' throughout the evening to encourage social sharing, including: branded french fry containers, branded mirror vinyls, branded recipe booklets, an interactive photo mirror and an aura reader. The launch event was highly successful, with over 150 of Toronto's top brand-aligned media and influencers in attendance, resulting in 318 social media posts, and 6,105,981 impressions.