Back in the early 2000s gin in general, and Gordon’s in particular, suffered from associations of middle aged suburbia and golf clubs. Our job was to position Gordon’s as a young fashionable drink and lose its stuffy image. We used Adcepts to scope how the brand could progress without looking like ‘dad dancing in the disco’! This work informed the communication briefs that started the process of re-focusing the brand on a new younger target.
The brand is a premium upmarket gin, but back in the early 2000s very few had heard of it. Our task was to help define the positioning and work out what were the most motivating values to communicate to widen its appeal.