Beefeater x Belén Esteban: from a WhatsApp voice note to a product capsule sold out in 24 hours
Beefeater operates in a market defined by its maturity and fragile brand loyalty. It needed to connect with Gen Z: an audience familiar with meme culture that rejects traditional advertising formats and is consuming less alcohol.
From social listening to cultural relevance
Social listening picked up an audio clip of Belén Esteban declaring her ‘love’ for Beefeater and her desire to visit the distillery. The strategy was to capitalize on this opportunity to generate earned media (earned media) and reduce reliance on paid campaigns in a highly regulated sector. We identified Belén Esteban as a ‘transgenerational icon’ of Spanish pop culture and turned her into a brand ambassador. The project blended British aesthetics and a sophisticated tone with the codes of pop culture and humor.
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From conversation to product. From the trip to London to the streets.
We traveled with Belén Esteban and influencer Xuso Jones to London to visit the distillery, and the idea pivoted around the "coronation" of Belén Esteban, titled "Lady Beefeater." The execution was structured in three phases:
Digital activation: The brand responded to the viral audio. A trip to the London distillery was organized with Belén Esteban to experience British protocol. The piece published became the most shared content in the company's history.
Product development. An exclusive capsule collection of merchandise was designed, reinterpreting traditional London souvenirs with the presenter's signature catchphrases.
Physical experience (pop-up). The digital campaign was brought to life with the opening of a pop-up store in the Malasaña neighborhood (Madrid). The collection sold out in minutes.
Cultural relevance that drives sales
The project hit an all-time high in Gen Z affinity. Organic reach reached 2.4 million views in User Generated Content (UGC) format, stemming from the original digital piece, and generated coverage in traditional media outlets such as El País, La Razón, and El Economista. Commercially, the campaign drove 12,000 visits across physical and digital sales channels. Items from the Lady Beefeater collection sold out in a single day. Subsequently, the resale value of these promotional items increased fivefold on secondary market platforms.
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