Diageo’s Gordon’s gin brand has unveiled a new ATL campaign entitled ‘Mix It Up’. The ad, which shows consumers switching between original Gordon’s Pink and alcohol-free Gordon’s Pink 0.0%, has been created to “empower consumers to moderate their consumption in a way that works for them”.
‘Mix It Up’ is the first Gordon’s campaign to bring both variants together in one advert since the move to a new brand world that “shines a spotlight on people coming together in moments of connection”. With 36% of drinkers currently pacing their consumption with soft drinks and 49% of alcohol-free occasions also featuring alcohol, the campaign aims to “offer those looking to moderate an option that doesn’t compromise on taste”.
The new TVC invites viewers to join an evening out with a group of friends. As the group begin to drink their Gordon’s & Tonic, the screen splits in two to visually demonstrate how they choose to pace their night by switching between Gordon’s Pink and Gordon’s Pink 0.0%.
In addition to the new TVC, a suite of assets has been created to bring the campaign to life across social and digital channels.
Tayara Sousa Linke, Global Head of Marketing at Gordon’s, said: “When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol-free. We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”
