Many people order drinks not according to their taste preference, but according to how they want to be perceived. Not so for the folks who drink Beefeater. They want a pure, authentic gin. So we took what was perceived as a brand shortcoming – the fact that Beefeater has made zero effort to become a "badge" and has refused to change throughout its history – and we made it a positive. We realized this is a brand that tells it like it is. So we created a campaign that does just that. Pure and simple.