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Gordon’s pushes moderation in latest campaign
Diageo-owned gin brand Gordon’s has a new campaign which showcases its Gordon’s Pink and Gordon’s Pink 0.0% side by side.
The campaign, titled Mix It Up, plays on the trend of ‘zebra striping’, where drinkers will alternative between alcoholic and non-alcoholic beverages – this phenomenon is especially noteworthy among members of Generation Z, many of whom reportedly are drinking less and less each year, or abstaining from alcohol altogether.
According to data from alcohol-free beer brand Lucky Saint, more than a quarter (28%) of UK drinkers now claim to partake in the ‘zebra striping’ practice when visiting a pub or bar.
To demonstrate this, the television advert for the campaign uses a split screen effect to show the regular canned Pink Gin & Lemonade, which has an ABV of 5%, alongside its alcohol-free counterpart while the narrator says that both offer the “same vibe”.
In addition to being broadcast, the campaign will also be digitally supported, and TV presenter Maya Jama, who is a partner of the gin brand, will also reportedly be involved in some form.
“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,” explained Tayara Sousa Linke, global head of marketing at Gordon’s. “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.”
Gordon’s created the campaign in partnership with Anomaly. Joe Corcoran, executive creative director at the agency, said that the intention was to “focus on the fun, vibrant, playfulness of the brand”.
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