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Gordon’s Gin ‘The G in G&T’

Agency: Agency Republic

Client: Gordon’s Gin (Diageo)
Diageo Great Britain (GB) has released a new TV advertisement for Gordon’s Gin featuring the Gordon’s brand ambassador and internationally acclaimed chef, Gordon Ramsay.

The 30 second ad, which depicts the making of a classic Gin and Tonic, is set to an uplifting rock track, and shows Gordon Ramsay in a bold stance, looking up in anticipation before being showered in his three favourite ingredients – ice, tonic and lime. The ad then cuts to reveal Gordon’s iconic signoff ‘The G in G&T’.

Alongside TV, it will also run on transvision screens in over 16 train stations across the UK.

Gordon Ramsay has been an ambassador for Gordon’s G&T since 2007, lending his name to the iconic gin brand across TV, digital, print, outdoor and events.

The ad is the first part of the brand’s new ‘Start things properly’ marketing strategy which is set to drive consumer awareness and sales for Gordon’s and the ever popular G&T.

This includes activity with the Slug and Lettuce throughout July where ‘Buy one Gordon’s & Tonic, get one free for a friend’ promotions will run on Fridays emphasising why a Gordon’s & Tonic is the perfect first drink of the evening or the weekend, or before a meal.

In addition to the new advert, Gordon’s is partnering with The Daily Telegraph to give away a 16 page weekly supplement called ‘The Friday’ with every copy of the newspaper. Starting from August 7 and running for six weeks both in print and online, ‘The Friday’ will contain lifestyle and culture content and will focus on how readers can make the most of their weekend.

There will also be a nationwide sampling campaign whereby the first 2000 people in 25 key public venues will receive a copy of ‘The Friday’ and a fresh lime to create the perfect G&T at home.

With weekly offers and competition pages, plus online content, ‘The Friday’ initiative aims to further help to raise awareness of the brand and drive G&T sales in pubs and bars.

“The gin category is the third most valuable in the spirits market, worth £539million each year to the total trade so licensees should make the most of the awareness raised by the new campaign to further drive sales of Gordon’s & Tonic,” said Gordon’s Marketing Manger, Alex Smith.

The advertising campaign was created by Agency Republic, and the accompanying soundtrack was composed by Switches.

The continued Gordon Ramsay partnership and the Telegraph Newspaper campaign were coordinated by Carat Sponsorship.

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