Diageo Gordons Gin case study
Agency: Craik Jones Watson Mitchell Voelkel
Gordon’s has a distinctive look and taste but fights off competition from own-label gins. Gordon’s relationship marketing programme wanted to persuade gin drinkers to choose Gordon’s more often and pay extra for this premium product. It wanted to make its customers feel valued.
Gordon’s and tonic tends to be drunk as an aperitif, the brand wanted to get consumers to drink it at other times. Emails were sent out to whet appetites with visual clues while mailings contained gifts including a giant swizzle stick and self-assembly clock with the message, ‘set your clock to Gordon’s time’.
The result has been Gordon’s being drunk more than other brands, with customers demonstrating loyalty be sending Gordon’s Christmas cards.
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