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News
Gordon’s relaunched with £2m campaign
Diageo has relaunched its Gordon’s gin brand with a contemporary TV ad as part of a £2 million marketing campaign.
Screenshot of Diageo’s new ‘Gordon the Boar’ TV ad
Its 60-second ad, which first aired on Christmas Eve, features Gordon the Boar – a character embodiment of the boar’s head which has been embossed on the Gordon’s Gin bottle since the brand’s launch in 1769.
The advert, which is intended to portray gin as “cool and contemporary” with a stylishly-dressed Gordon seen dancing around an urban space while making a gin and tonic, is expected to reach more than 78% of the brand’s target audience by June 2015.
“Gordon’s is the nation’s favourite Gin, and with the TVC and supporting activity we have created, we hope to turn Gordon the Boar into a favourite character and cement Gordon’s place in modern British culture”, said Louise McKerrow, marketing director for Gordon’s Western Europe.
“We expect 2015 to be an incredibly exciting year for Gordon’s, with lots more news on the brand to come”, she added.
The campaign will be launched across multiple platforms and supported by a four minute YouTube video on Gordon’s brand history.
Earlier this year Gordon’s launched an elderflower gin as part of a strategy to on the growing popularity of flavoured spirits.
I never cease to be amazed at how many of the big ad agencies fall back on animal characters, puppets and the like in lieu of a really good idea, e.g. Muller Bear, Meerkats, PG’s Monkey, Woolworths ‘Woolie and Worth’. They are a shot in the dark, some work, others crash and burn and require a bear minimum of creative talent. Geddit? Note that Clarence the Birds Eye Polar Bear has been ‘frozen out’ already. Some have come and gone without trace, or sales! This one is a bore, sorry, boar. Or was I right first time?
I have been a buyer and drinker of Gordon’s Gin for 60 years and it is the only one I like preferably with Schweppes tonic.
Recently every establishment I visit has every gin you could think of except Gordon’s. What is happening to these places all over the country.?
Last night I even just had to have a sherry instead of my G and T. Very disappointing.!!!!