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”.

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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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