Revitalisation for Gordon's Gin
£5m advertising campaign designed not only to boost sales of the
brand but also to reinvigorate the UK gin market as a whole,
according to brand owner Diageo.
Gordon's, the biggest gin brand in the UK, has launched a £5 million (€7.2m) advertising campaign designed not only to boost sales of the brand but also to reinvigorate the UK gin market as a whole.
The campaign aims to "inject modernity and relevance into the Gordon's brand" according to its owner, Diageo, and follows the new pack design introduced last year to "reflect the crisp nature of the product".
The new campaign is the next step in Diageo's current strategy of broadening Gordon's appeal by instilling a contemporary and defined personality into the brand.
The campaign focuses on the concept 'Nothing refreshes quite like a Gordon's' because of its sharp, invigorating and dry distinctive taste. The two ads feature people finding unusual ways of refreshing themselves in contrast to the two Gordon's drinkers in the adverts who simply drink their Gordon's & tonic.
The ads were launched nationwide in the UK yesterday, 19 June, on TV, in the national press and online.
Mark Sandys, senior brand manager for Gordon's, commented: "As the market leader and by far the biggest advertiser, Gordon's plays an important role in driving a resurgence in the gin category. This will continue with new and inventive communications around gin, which will continue our strategy of refreshing the brand."
Gordon's claims to be the UK's number one gin brand with a 39 per cent share of the category. Diageo also owns Tanqueray, its main gin brand in international markets, as well as the Gilbey's brand.
While the UK is clearly a big market for Gordon's, the British gin market is relatively small, at least compared to the amount of gin produced there. Some 70 per cent of the gin made in Britain is exported, according to the Gin and Vodka Association, with the US, Spain, Germany, France and Japan the top five markets.
Diageo's close rival Allied Domecq has also been doing its part in recent years to try and reinvigorate the gin market, where its Beefeater brand is among the most popular, though it has focused primarily on export markets. The brand was repackaged in a bid to give it a more contemporary feel, while a pear-infused version, Wet by Beefeater, is slowly being rolled out in the US.
