The Brief

Bring to life the essence of Crown Jewel – a clash of the modern and traditional – via a creative launch campaign to cement it as the most sought-after and precious liquid to date.

The Strategy

We wanted to position Beefeater Crown Jewel as a rare gem in the spirit world. And what better way to do that than host an exclusive after-hours premiere event at the home of the Crown Jewels, the Tower of London.

The Execution

Phase 1 – ‘Key to the Jewel’ Event

World premiere tasting experience at the Tower of London.

Phase 2 – Gifting & Product Placement

Targeted outreach to drive wider coverage and product reviews to maintain momentum.