Putting The Spirit of London on Display

Brand Partnerships//
Content Production//

The Brief

Beefeater Gin partnered with East London-based artist, Lakwena to pay homage to its home city with a collaboration titled ‘The Spirit of London’. The partnership saw Lakwena lend her signature vibrant designs to the already iconic Beefeater bottle, alongside a stellar mural which was set to be unveiled outside of the Beefeater Distillery in South London and mottos which outlined what The Spirit of London means to her. 

Pangolin was tasked with driving global awareness of the bold new collaboration by leveraging Lakwena’s cultural credentials to garner media intrigue and target new audiences for Beefeater.

The Insight

Despite being one of the most globally renowned cities in the world, representation of London in popular culture outside of the UK is outdated and relies on local landmarks. 

Our event strategy focused on shining a spotlight on the culturally rich and varied communities that make London what it is today – a modern blend of nationalities, interests, skills and passions.

The Creative

To place Beefeater Gin in culture and drive awareness of the Lakwena collaboration, Pangolin devised the The Spirit of London Collective’

The collective consisted of creatives that each embodied one of Lakwena’s three distinct mottos which reflect the values that make up The Spirit of London.

Portraits of the collective and their personal mottos were displayed alongside Lakwena’s colourful designs at a pop-up gallery, showcasing to the public what inspired the main focal point – the limited edition design. 

The Spirit of London Gallery delivered an engaged consumer event that integrated product, highlighted designs and drove media interest. 

The Results

The Spirit of London Gallery attracted media and influencer attendees to its launch event, and a plethora of art fans and Shoreditch revellers who were made aware of the event through listings coverage secured, exceeding KPIs across all deliverables.

Event Attendees

  • Over 50 media and influencers at the launch event (exceeded KPI by 13)
  • Over 540 consumer attendees across the weekend


  • 34 pieces of media coverage, including event listings, talent interviews and consumer product placement
  • 117 pieces of social coverage, with 39 contracted and 78 organic
    • 100% positive or neutral sentiment
    • Total reach of 3.9M across earned and social media
  • Secured
    event attendees
  • Over
    206 pieces
    of organic social content
  • Achieved
    43 pieces
    of luxury product placement

“The launch of The Spirit of London Collective and the pop-up gallery perfectly represented what Beefeater’s partnership with Lakwena sought to highlight. Through bringing together an ecclectic group of creatives and securing social and media coverage, Pangolin amplified both the message and the limited edition product brilliantly.”

Lottie Sylvester, Communications Manager at Pernod Ricard