Diageo bids to make G&T fashionable

Diageo is to reposition its flagship gin brand Gordon’s as the “best possible start to the evening”.


The drinks maker wants the campaign to help grow the gin category by bringing the “classic G&T serve” back into fashion.

Television ads, starring Philip Glenister and Emilia Fox, will show how a G&T can kick-start dinner parties or an evening at the theatre.

Selected theatres will also present a 90-second projection before shows as part of a partnership with the Ambassador Theatre Group.

Alex Smith, marketing manager for Gordon’s at Diageo GB, says it expects the campaign will drive a “marked difference” in sales in the second-half of the year.

Recent campaigns have starred celebrity chef Gordon Ramsey and highlighted the drink’s refreshing taste.

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