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.”