BEEFEATER “LONDON” CAMPAIGN COINS NEW TERM
Pernod is introducing a new Beefeater campaign in the US centered on the British term ‘sharp’ner,’ which is a term Londoners coined for a quick, social drink that allows friends to connect without committing an entire evening.
“In America, meeting a friend for 'a drink' can mean committing an entire evening,” says Michelle Riley, brand director for Beefeater Gin at Pernod. “Londoners have the right idea with the sharp'ner as it offers an occasion to meet up with a friend for one drink and very little obligation. We are confident this trend will catch on in America, where we're always looking to get the most out of our days, and hope that with less of a commitment, more people will actually connect with their friends.”
As a part of the campaign, Pernod has introduced a range of Beefeater sharp’ner cocktails. The company also plans to lobby several dictionaries in the US to officially adopt the term.
“In America, meeting a friend for 'a drink' can mean committing an entire evening,” says Michelle Riley, brand director for Beefeater Gin at Pernod. “Londoners have the right idea with the sharp'ner as it offers an occasion to meet up with a friend for one drink and very little obligation. We are confident this trend will catch on in America, where we're always looking to get the most out of our days, and hope that with less of a commitment, more people will actually connect with their friends.”
As a part of the campaign, Pernod has introduced a range of Beefeater sharp’ner cocktails. The company also plans to lobby several dictionaries in the US to officially adopt the term.
posted at 4:10 PM
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