Sales dive prompts £15m Gordon’s Gin overhaul

Guinness UDV’s Gordon’s Gin brand has been given its first new look in 60 years as part of a &£15m plan to revitalise the brand.

Gordon’s brand director Wendy Darlington says the overhaul has been prompted by declining sales within the gin sector as a whole.

Gordon’s market share by volume fell from 47 per cent in 1998 to 42 per cent in 2000 (Mintel).

The design will be distributed to the onand off-trades in early April, supported by a TV campaign through Bartle Bogle Hegarty (BBH).

The new Gordon’s look, by the Design Bridge agency, retains the emerald green colour of the bottle, which is taller with new labelling.

BBH retained the &£3m Gordon’s account after a two-way pitch against Delaney Lund Knox Warren (MW October 18, 2001). Media is through Carat and direct marketing is handled by Craik Jones Watson Mitchell Voelkel.

BBH originally won the business in June 2000, breaking Leo Burnett’s 12-year hold on the account. A BBH press campaign last autumn featured attempts by celebrities to do things they were not famous for.

Darlington says: “The brand continues to target 25to 35-year-old ABC1s through above-the-line campaigns and relationship marketing.

“However, the gin market is in slow decline and we believe it is time to rejuvenate the product.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here