Shall we G&T down to business? (2012)
Campaign: Shall we G&T down to business?
Entrant: Bartle Bogle Hegarty
Principal Authors: Richard Helyar - BBH, Tass Tsitsopoulos - BBH
Contributing Authors: Vishal Patel - Data2Decisions, Sunny Sandhu - Data2Decisions, Katherine Munford - Data2Decisions
Credited Companies: Diageo - Client, Nielsen - Research Agency, Nielsen - Research Agency, Carat - Media Agency
In 2010, gin was a category in decline. It was losing out to wine as people’s opening drink and wasn’t seen as contemporary. Rather than pick a fight over quality and battle for the Christmas drinking market, Gordon’s restated the role of gin as the best way to start any evening and established Gordon’s as the definitive brand in the category. The campaign was built around two well-known actors, Philip Glenister and Emilia Fox, cast as themselves, to personify the ‘kick’ and ‘bubbly’ character of a G&T. The campaign delivered sales of £8.42m with a payback of £3.95.
This campaign was seen by the judges as a good example of brand leadership. Communications were used to resurrect Gordon’s from its unfashionable status, and reposition the brand within its category, successfully creating a new moment for Gin to be enjoyed.