Bit of raunch from Gordon's in bid to revamp gin category
GuinnessUDV (GUDV) is set to give the flagging gin market a much-needed tonic with the launch of a new raunchy advertising campaign for its Gordon's brand.
The launch of the campaign, entitled "Mix Gordon's with Pleasure", follows the introduction of a new leaner looking bottle and minimalist packaging as part of a massive £15m effort to shed the brand's "twinset and pearls" image.
The first instalment of the campaign, "Ice Chess", is set in an Ice Hotel and features a couple drinking Gordon's while playing a game of chess on a board made entirely out of ice. It soon transpires, however, that as they lose chess pieces they also have to remove their clothing.
The new approach is designed to kickstart not only Gordon's but the entire gin category, according to Alex Tomlyn, marketing manager of Gordon's.
"Only Gordon's can drive the gin category back to growth - we need to get people to reappraise not only Gordon's but the entire gin sector," he said.
"It's to do with the image of gin and Gordon's. What we're doing now is trying to address Gordon's image problem and make the brand, and gin, more relevant and accessible.
"This means reawakening existing 25 year-old and upward gin drinkers who are not drinking as much gin as they ought to. We have invested a significant amount of money in communicating this, whether at home, on the street or in the pub."
As well as the new TV campaign and modernised packaging, Gordon's is planning a major poster campaign in May as well as national press advertising all year round.
The move to re-position Gordon's gin coincides with the test marketing of a premium packaged spirit variant of the brand.
Gordon's Edge, available in sharp lime and crisp lemon flavours and packaged in green and clear glass bottles, is currently being trialled in a number of pubs and bars and GUDV is gauging consumer response to the concept.
Related stories:
GUDV considers launch of Gordon's gin offshoot (10 April 2002)
Gordon's kick-starts the gin market with relaunch (27 February 2002)
