As part of our Owned, Earned, and Paid Media course, my group developed a launch strategy for Beefeater’s new Gin & Lemon product in Spain. The brand faced the challenge of attracting younger consumers (18–35), boosting brand consideration, and repositioning gin as a fresh, social alternative to other liquors. The challenge: to create an integrated media plan that made Beefeater feel relevant, exciting, and “cool again” for this target audience.

We developed the campaign “London Lands on Spain”, a multi-channel strategy combining immersive owned activations (street parties in Madrid and Barcelona, supermarket pop-ups), influencer and press-driven earned media, and bold paid placements across TikTok, Instagram, YouTube, and digital OOH. Designed to drive buzz, FOMO, and authentic social connection, our approach aimed to refresh Beefeater’s image while boosting trial and long-term engagement with Gen Z and young professionals.

Take a closer look at our full presentation below to see how we leveraged owned, earned, and paid media to reposition Beefeater Gin & Lemon and drive engagement with Spain’s next generation of consumers.