A new TV, poster and print advertising campaign designed to entice the 30-something contingent has been unveiled by Diageo's Gordon's Edge brand.
The gin-based premium packaged spirit (PPS), launched earlier this year in an attempt to appeal to the more mature drinker, has dished out £3.5m on a 30-second execution called "Party", with the strapline "Cut with lemon or lime - new Gordon's Edge".
By mid-October, Diageo GB expects the execution will be seen by 71 per cent of the target 25 to 34-year-old market who, no doubt in between visits to Ikea, Mothercare and the local gym, will each have the opportunity to see the ad 4.5 times.
Mark Sandys, Gordon's Edge senior brand manager, said: "The new Gordon's Edge advertising campaign clearly positions the brand as a sophisticated and stylish choice for the 30-something consumer.
"This is the first time a ready-to-drink has been created for this audience, and we are confident that the combination of heavyweight advertising and extensive sampling will drive trial and, in turn, mass sales of the new drink."
The advertisement will be supported outdoors with a 48 and 96-sheet poster campaign in London and on the sides of over 400 black cabs.
As well as cinema and a print campaign in both men's and women's lifestyle press later this year, Diageo GB has also embarked on an extensive sampling campaign.
GUDV on the Edge with launch of new Gordon's FAB (24 May 2002)