Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

Campaign details

Brand: Gordon's Gin Advertiser: Diageo Entrants: Diageo and Anomaly London Principal author(s): Vicki Holgate, Mark Jarman and Emiliana Vidali, Diageo, and Stuart Smith, Anomaly Contributing author(s): Ronan Beirne, Sri Shan, Anita Robinson and Jessica Lace, Diageo, Andrew Deykin, Data2Decisions, Ant Harris and Shai Idelson, Anomaly, Harriet Mansfield, CGA, Jessica Walsh, Kantar, Venya Wijegoonewardene, Carat, Jessica Collings, 1000Heads