ABOUT

HERO STORY-TELLING AND 360 SOCIAL MANAGEMENT & ALWAYS ON CREATIVE

OVERVIEW
Beefeater commissioned Thumbstoppers to run its always-on social presence, with Instagram as the primary channel. The brief was to move beyond predictable bottle and cocktail content and create work that genuinely performed in feeds while respecting the brand’s London Dry heritage.

EXECUTION
We developed the full social strategy and produced all assets, designing an always-on system built for attention. Evergreen content became clevergreen — social-native formats using ASMR, visual illusion, and fourth-wall breaks rather than static product shots. All content was structured for seamless reversioning, ensuring assets stayed platform-first at every scale.

We brought the Beefeater Yeoman to life as a recurring character, translated the brand’s heritage into contemporary social formats, and delivered culturally reactive moments such as Leafeater — a fake vegan gin launched for April Fool’s, rooted in London’s vegan culture.

OUTCOME
At peak activity, Beefeater’s social share of voice rose from seventh to the top three in the gin category. The channel shifted from passive presence to active social behaviour, giving the brand a scalable, distinctive content engine that stood apart in a crowded category.


KEY PROJECTS:
BEEFEATER GLOBAL - THE SENSORY SERIES
We used ASMR, sound and macro visuals to stimulate the senses in the feed.
High frame rates were used for social assets as a first consideration to let the liquid breathe.

‘CLEVERGREEN’ FEED CONTENT
Clever content that feels alive makes the audience 'feel something'

THE LONDON DRY HERITAGE PILLAR
Heritage plays a strategic role in Beefeater London Dry, acting as a trust signal that validates the quality of the liquid as much as the brand itself.
By foregrounding the ingredients, master distiller Desond Payne, and the working London Distillery, we reinforced Beefeaters credibility in a crowded category where provenance matters.

CULTURAL & CALENDAR MOMENTS