90s-Inspired Non-Alcoholic Spirit Ads

Beefeater 0.0 and Lucky Generals Partnered with Jamiroquai

Beefeater 0.0 and Lucky Generals have partnered with Jamiroquai as a nod to the group's 1996 Virtual Insanity music video as a way to promote the brand's alcohol-free spirit.

The campaign sees Jamiroquai co-founder and frontman Jay Kay making his way through a shifting environment as a reimagining of the original music video that premiered 30 years ago this year. The video sees Kay being handed a cocktail made with Beefeater 0.0% before moving into even more rooms with additional adventures for him to explore and hats to wear as a nod to his personal style.

Vice President of Marketing Gins & Aperitifs at Pernod Ricard Francesco Ottaviano spoke on the Beefeater 0.0 and Lucky Generals partnership with Jamiroquai saying, "Beefeater 0.0% plays an important role in our strategy to recruit new consumers into the brand and meet growing demand for more flexible drinking occasions. Through culturally relevant partnerships such as Jamiroquai, we’re able to engage consumers in new ways while reinforcing the relevance of the Beefeater master brand. The campaign demonstrates how no-alcohol innovation can support both category growth and long-term brand equity.”

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