Gordon’s Gin is overhauling its positioning with a new marketing campaign that aims to reinvigorate the brand for a modern audience.
The new campaign builds on the brand’s heritage and reputation as a British classic by positioning Gordon’s as the “definitive gin for casual get-togethers at home”.
The hero film, ‘Many Evenings In’ takes the audience on a journey through the many social moments that modern life presents. From a catch-up in the kitchen to a house party and a long-overdue dinner with friends, the video depicts the many social occasions people coming together over a Gordon’s & Tonic, culminating in a voiceover stating, ‘There’s only one Gordon’s’.
Tayara SousaLinke, Global Head of Marketing, Gordon’s, commented: “With the vast selection of gins on the market and the era of premiumisation we find ourselves in, consumers have more choice than ever before. To reignite pride for the brand, this campaign aims to shine a spotlight on its heritage and frame Gordon’s as the modern classic. Ultimately, our aim is to demonstrate that when it comes to gin, there’s only one Gordon’s.”
Camilla Harrisson, CEO & Partner at advertising agency Anomaly, added: “Gordon’s is over 250 years old – it’s one of the OGs and set the standard of what’s expected from a Dry Gin. What’s more, it’s the biggest international gin in the world and is enjoyed by more adults on more occasions than any other. This campaign injects the brand with a vibrant new energy whilst also setting the path for Gordon’s to maintain its position as THE No.1 international gin for years to come.”
The new global campaign will appear on TV, BVOD, Social and Digital in the UK from November before rolling out to other countries around the world, including Germany, Ireland and Australia, throughout 2024.
