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 GinAdvertiser: DiageoEntrants: Diageo and Anomaly LondonPrincipal author(s): Vicki Holgate, Mark Jarman and Emiliana Vidali, Diageo, and Stuart Smith, AnomalyContributing 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

Executive Summary

Faced with the deluge of 146 new brands entering the gin marketplace in the previous 2 years alone1, it would have been easy for a 250 year old legacy brand to simply...

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