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Drinks · Campaign

Pernod Ricard: four brands, one test.

In 2022 Pernod Ricard tested the venue network with four of its brands. Beefeater led with a Tier 1 campaign in February; Absolut, Beefeater, Ballantine's and Jameson followed with squeeze-back ads around live sport in June and August.

Results to followRan February to August 2022. Results to follow.

  • Tier 1 and Tier 2
  • Squeeze-back and slim ads
  • Coasters and podiums
  • Venue web app
Client
Pernod Ricard
Sector
Drinks
Brands
Beefeater, Absolut, Ballantine's, Jameson
Engagement
A venue TV squeeze back: a Beefeater London frame around Beefeater's own advert of Big Ben and a turntable.

QR code that opens this Pernod Ricard page on hellobrand.co.za.

Beefeater offer page on a phone: answer below to redeem deal, with a Beefeater bottle and two gin glasses. Below it, more of the venue app's tiles: menu, win, meal deals and more.

A 2022 proof-of-concept test on the venue network. Results are not yet on file.

All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada

Tiger's Milk 16

Gauteng

  • Bedfordview
  • Bryanston
  • Cedar Square
  • Melrose Arch

Western Cape

  • Blouberg
  • Camps Bay
  • Century City
  • Claremont
  • Durbanville
  • Kloof Street
  • Muizenberg
  • Stellenbosch

and 4 more Tiger's Milk restaurants

La Parada 9

9 La Parada restaurants

Every campaign on the network ran in all of them at the same time.

Not for persons under the age of 18. Enjoy responsibly.

The brief

In 2022 Pernod Ricard put four of its brands on the same venue network, one after another, and tried every format it had: the top tier in the venue web app, coasters and podiums on the tables, slim ads and squeeze backs on the TVs, table talkers and posters, and an instant prize for buying the bottle.

Beefeater went first, as the network's Tier 1 sponsor in February. In June, Absolut and Beefeater moved onto the screens with squeeze backs and slim ads, and Beefeater stayed on Tier 2 until August. In August, Ballantine's, Beefeater and Jameson ran matching bottle and glass squeeze backs, each with the chance of an instant prize.

Brands
Beefeater, Absolut, Ballantine's, Jameson
Where
16 Tiger's Milk and 9 La Parada restaurants, all at the same time
February
Beefeater on Tier 1
June to August
Beefeater on Tier 2
June
Absolut and Beefeater squeeze backs
July
A shared Beefeater and Absolut home banner
August
Ballantine's, Beefeater and Jameson squeeze backs

The idea

Beefeater London menu banner: head to drink specials to redeem, buy a Beefeater shot and get one on us, with two gin glasses and a bottle.

Buy a Beefeater shot and get one on us.

One test, four brands, one rule: the reward is earned at the table. A guest sees the brand on the TV or the table, connects to the venue's free Wi-Fi, answers one question and claims the deal from the waiter, so every offer leaves a record of who took it.

  • February: Beefeater owns the app as Tier 1
  • June: Absolut and Beefeater on the TVs
  • July: the two share the app's home banner
  • August: three brands, one instant-prize mechanic

February: Beefeater on Tier 1

As the Tier 1 sponsor, Beefeater had the network's best seats: the first banner a guest sees, a call to action on every page, and the coaster under the glass.

  • Tiger's Milk home banner with a Beefeater bottle, the Beefeater London logo and a blood-orange gin glass.
    The home bannerThe first thing a guest sees in the venue app.
  • Beefeater menu banner: buy a Beefeater shot and get one on us, head to drink specials to redeem.
    The menu bannerAcross the menu, pointing to the specials.
  • Beefeater drinks special tile: a Beefeater bottle and a strawberry gin glass, get 2 Beefeater shots for the price of 1.
    The drinks specialTwo shots for the price of one.
  • Round Beefeater coaster: scan the QR code on the back of the coaster after switching to Tiger's Jungle Wi-Fi for the menu, drink specials, meal deals and more.
    The coasterTurn it over, scan, and you are in.

A Beefeater podium print stood in the venues too. On the network, Tier 1 also carried the runner ad on the TVs, squeeze-back ads during live sport and 35% of the advertising screen; Tier 2 activated inside the menu and the brand's own category, with the same data and insights.

Tier 2: Beefeater inside the menu

From June to August Beefeater moved to Tier 2, with tiles in its own category of the menu. These are the Beefeater tiles from the Tier 2 creative.

  • Beefeater menu tile: a Beefeater bottle among botanicals, Beefeater double for single deal.
  • Beefeater menu tile: a burger and chips beside a gin cocktail and a Beefeater bottle, Beefeater cocktail and Rockstar burger deal.
  • Beefeater claim tile: a Beefeater bottle and a gin glass with an orange slice, and a Claim button.
  • Beefeater drinks special tile: get 2 Beefeater shots for the price of 1.

On the screens, during the game

During the game the picture squeezes back into a window and the brand takes the frame around it with one deal. Ten loops ran across June and August 2022; each one below is the ad as it ran.

June: Absolut and Beefeater

  • A venue TV squeeze back: the live game in a window, framed by an Absolut Vodka ad: a double shot of Absolut and a complimentary Red Bull for R60.
    Absolut: double and a Red Bull, R60June 2022.
  • A venue TV squeeze back: the live game in a window, framed by an Absolut ad: Absolut bucket deal, a bottle of Absolut and six Red Bulls for R700.
    Absolut: the bucket, R700June 2022.
  • A venue TV squeeze back: the live game in a window, framed by a Beefeater London gin ad: a bottle of Beefeater with six Red Bulls for R650.
    Beefeater: a bottle and six Red Bulls, R650June 2022.
  • A venue TV squeeze back: the live game in a window, framed by a Beefeater ad: a double shot of Beefeater gin with a free Red Bull mixer for R55.
    Beefeater: double with a Red Bull, R55June 2022.

Slim ads for both brands ran along the bottom of the screens, and in July Beefeater and Absolut shared the app's home banner.

August: buy the bottle, win a prize

  • A venue TV squeeze back: the live game in a window, framed by a Beefeater ad: buy a bottle of Beefeater and receive a complimentary 1 litre tonic, and you could win an instant prize.
    Beefeater: the bottleAugust 2022.
  • A venue TV squeeze back: the live game in a window, framed by a Beefeater ad: buy a double Beefeater and get an instant prize.
    Beefeater: the doubleAugust 2022.
  • A venue TV squeeze back: the live game in a window, framed by a Ballantine's ad: buy a bottle and receive a complimentary 1 litre mix, and you could win an instant prize.
    Ballantine's: the bottleAugust 2022.
  • A venue TV squeeze back: the live game in a window, framed by a Ballantine's ad: buy a double Ballantine's and get an instant prize.
    Ballantine's: the doubleAugust 2022.
  • A venue TV squeeze back: the live game in a window, framed by a Jameson Irish Whiskey ad: buy a bottle and receive a complimentary 1 litre mix, and you could win an instant prize.
    Jameson: the bottleAugust 2022.
  • A venue TV squeeze back: the live game in a window, framed by a Jameson ad: buy a double Jameson and get an instant prize.
    Jameson: the doubleAugust 2022.

In the venues, Beefeater, Jameson and Ballantine's table talkers and A3 posters carried the same bottle and double offers, with a code to scan.

Between the games: Beefeater's own adverts

Outside the squeeze backs, Beefeater's own adverts take the venue's advertising screen, which runs around the clock.

  • Beefeater screen advert: a Beefeater London Dry Gin bottle on white inside a red frame, Same iconic gin. Fresh new look.
    Same iconic gin. Fresh new look.The advertising screen.
  • Beefeater screen advert on a silver background of bubbles: The Spirit of London, since 1820, with a signature.
    The Spirit of LondonThe Tier 2 media screen.

From the tile to the table

From the coaster to the waiter: the guest joins the Wi-Fi, finds Beefeater in the venue web app, answers a question, rubs a tile and claims the deal. Eleven steps in two parts, all in the phone's browser.

Part 1: join and find the deal

  1. Scan the coaster, join the Wi-FiThe code on the back of the Beefeater coaster opens the venue's free Wi-Fi. Tiger's Milk Wi-Fi screen: a Free Wi-Fi card inviting guests to connect for VIP access to exclusive promos and event schedules, with the free TIGERS JUNGLE network and a green Connect button.
  2. Welcome to the jungleOne tap on Enter and the venue's web app opens. There is no app to download. Tiger's Milk free Wi-Fi landing page: Welcome to Tiger's Jungle, connect to free Wi-Fi and gain VIP access to exclusive promos, event schedules and more, with an Enter button.
  3. Beefeater owns the home pageAs Tier 1, the Beefeater banner is the first thing on the home page, above the menu, games and specials. The venue app's home page with the Beefeater London home banner above tiles for the menu, win, meal deals and drink specials.
  4. Choose a categoryThe menu opens by category, from white wine to brown spirits. On Tier 2, Beefeater's banner sits inside its own category. The venue app's drinks menu by category: white wine, red wine, rose wine, beers, ciders and hard seltzer, cool drinks, white spirits and brown spirits, each with a hand-drawn illustration.
  5. Open the drinks specialTwo Beefeater shots for the price of one. Beefeater drinks special on a phone: a Beefeater bottle and a strawberry gin glass, get 2 Beefeater shots for the price of 1.
  6. Or pick the meal dealUnder meal deals, the Beefeater cocktail comes with a Rockstar burger, with the terms and details of the deal below. Beefeater meal deal page on a phone: a burger, chips, a gin cocktail and a Beefeater bottle, Beefeater cocktail and Rockstar burger deal, terms and conditions and detail of deal.
Tiger's Milk Wi-Fi screen: a Free Wi-Fi card inviting guests to connect for VIP access to exclusive promos and event schedules, with the free TIGERS JUNGLE network and a green Connect button.
Step 1 of 6

Part 2: play and claim

  1. Answer one questionOne question about the guest unlocks the deal, and the answer is saved for Beefeater. Beefeater offer page: answer below to redeem deal, with a Beefeater bottle and two gin glasses. Below it, more of the venue app's tiles: menu, win, meal deals and more.
  2. Rub the tileA virtual scratch card: the guest rubs the Beefeater tile to see what is underneath. Beefeater London rub tile on a phone: rub tile to redeem, with a Beefeater bottle.
  3. Reveal the dealThe tile turns over to the Beefeater and Tonic. Beefeater reveal tile on a phone: two Beefeater gin and tonics and a bottle, The Beefeater and Tonic.
  4. Claim it at the tableTap Claim and share the code with the waiter. The deal is redeemed in the app, so every one sold is counted. Beefeater claim tile on a phone: a Beefeater bottle and a gin glass with a Claim button.
  5. Show the code, collect the prizeCongratulations: the guest shows the QR code to a manager, who redeems the prize. Prize screen on a phone: a QR code and Congratulations, please show this QR code to a manager to redeem your prize.
Beefeater offer page: answer below to redeem deal, with a Beefeater bottle and two gin glasses. Below it, more of the venue app's tiles: menu, win, meal deals and more.
Step 1 of 5

Every discount is redeemed through the app, so each deal sold is counted against the brand; a guest can claim a favourite deal again every 15 minutes.

August: the instant prize

In August the ask was bigger: buy the bottle, or the double, and rub for an instant prize. Win, and the free mixer comes to the table; miss, and the tile says try again.

Animated phone journey for Ballantine's: show an outlet manager or staff member the QR code, then enter the coupon code to redeem a double shot plus a free 200 ml mixer.
The August journey, animated for Beefeater, Jameson and Ballantine's: connect, choose the deal, show the code, claim the mixer.
Beefeater rub tile on a phone, rubbed away to reveal the prize: double shot Beefeater plus a free 200 ml mixer.
Rub, and the prize is under the tile.
  • Beefeater prize tile: bottle of Beefeater plus a free 1 litre mixer, with a bottle of tonic and a gin glass.
    Beefeater bottlePlus a free 1 litre mixer.
  • Beefeater prize tile: double shot Beefeater plus a free 200 ml mixer, with a pink gin glass and a can of tonic.
    Beefeater doublePlus a free 200 ml mixer.
  • Jameson prize tile: bottle plus a free 1 litre mixer, with a Jameson bottle, ginger ale and a glass with lime.
    Jameson bottlePlus a free 1 litre mixer.
  • Jameson prize tile: double shot plus a free 200 ml mixer, with a can of ginger ale and a whiskey glass.
    Jameson doublePlus a free 200 ml mixer.
  • Ballantine's prize tile: bottle of Ballantine's plus a free 1 litre mixer, with the bottle, the mixer and a glass.
    Ballantine's bottlePlus a free 1 litre mixer.
  • Ballantine's prize tile: double shot of Ballantine's plus a free 200 ml mixer, with a glass and a ginger ale can.
    Ballantine's doublePlus a free 200 ml mixer.
  • Beefeater tile: double shot Beefeater plus free 200 ml mixer, stamped try again.
    Beefeater: try againNot this time.
  • Jameson tile: double shot plus free 200 ml mixer, stamped try again.
    Jameson: try againThe next round might be the one.

Every deal

Every deal the four brands ran on the network in 2022, from the screens and the venues' own deal lists.

Beefeater
  • February, in the app: buy a Beefeater shot and get one on us; two Beefeater shots for the price of one.
  • June, on screen: a bottle of Beefeater with six Red Bulls for R650; a double shot with a free Red Bull mixer for R55.
  • June, at Tiger's Milk: buy a single, get a double, for R27; a double Beefeater and a watermelon Red Bull for R70; a bottle and six watermelon Red Bulls for R735.
  • August, on screen: buy a bottle and get a complimentary 1 litre tonic, or a double, each with the chance of an instant prize.
Absolut
  • June, on screen: a double shot of Absolut and a complimentary Red Bull for R60; the Absolut bucket, a bottle and six Red Bulls, for R700.
  • June, at La Parada: a double Absolut and a Red Bull for R76; and at both networks, a bottle with six Red Bulls on F1 Sundays for R735.
  • July, on race day: an F1 drink special earned a race token for a racing simulator. See the Red Bull race days.
Ballantine's
  • August, on screen: buy a bottle and get a complimentary 1 litre mix, or a double, each with the chance of an instant prize.
  • The prizes: a free 1 litre mixer with the bottle, or a free 200 ml mixer with the double.
Jameson
  • August, on screen: buy a bottle and get a complimentary 1 litre mix, or a double, each with the chance of an instant prize.
  • The prizes: a free 1 litre mixer with the bottle, or a free 200 ml mixer with the double.
The Beefeater questions

Beefeater's profiling questions, one shown before each reward, each answered from a drop-down:

  1. What's your favourite Beefeater mix? Tonic, soda, a cocktail or other.
  2. When is it Beefeater time? Lunch, sundowner or anytime.
  3. What do you eat when you have a Beefeater? Pizza, a burger, Tex-Mex or a salad.
  4. Why do you like Beefeater? Price, taste, the brand, or a mix of all.
  5. Do you buy Beefeater for home? Yes, no, or I might now.

For Tier 2, signed off in May 2022 with the deal “double for a single”, two of the questions are new: multiple choice, yes or no, or free text.

  • Our city makes us who we are, and everything we do comes from ___. Comment below: your favourite thing about your city. Free text.
  • It's gin o'clock: where are you going? Out with mates, a braai at home is fine, on the beach catching the sunset, or Tiger's Milk, my favourite spot.

The results

The results of this test are not on file yet. When they are found and checked, these are the measures they will show.

Pernod Ricard 2022 dashboard

What it will measure

February to August 2022 · sample

Example dashboard Mostly sample data, not campaign results. This campaign ran, but its results are not on file yet. The ten screen loops that ran across June and August 2022 are from the case study. Those figures are tagged From the case study; everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    1,486

    Deals redeemed

  • Sample

    1,940

    Insights captured

  • Sample

    41,280

    Screen plays

On the screens

  • Sample

    41,280

    Screen plays

    Squeeze-back and slim ads played around live sport, June to August

  • From the case study

    10

    Loops on the screens

    Squeeze-back loops for Absolut, Beefeater, Ballantine's and Jameson

Screen plays a month
Screen plays by brand
Plays by ad format
  • Squeeze-back 66%
  • Slim ad 34%

At the table

  • Sample

    1,486

    Deals redeemed

    Deals claimed at the table and redeemed in the app, each counted against its brand

  • Sample

    76.6%

    Redeemed after the question

    Deals redeemed for every guest who answered a profiling question

Deals redeemed a month
Deals redeemed by brand
Redeemed after the question

of guests who answered a question went on to redeem the deal

Insights

  • Sample

    1,940

    Insights captured

    Profiling answers saved for the brand, one question before each reward

Insights captured a month
When is it Beefeater time?
  • Sundowner 46%
  • Anytime 33%
  • Lunch 21%
What's your favourite Beefeater mix?

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

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