Diageo is kicking off a worldwide marketing activation for gin brand Gordon’s in the UK this month.
‘Many Evenings In’ centres around a TV ad designed to “reignite pride for the brand”, according to Diageo. The spot runs from this week on UK TV and Broadcaster Video on Demand as well as on Gordon’s social media and digital platforms.
Following the debut, the campaign will expand to Australia, Germany and Ireland, among other markets, next year.
“With the vast selection of gins on the market and the era of premiumisation we find ourselves in, consumers have more choice than ever before,” said Gordon’s global head of marketing, Tayara SousaLinke. “To reignite pride for the brand, this campaign aims to shine a spotlight on its heritage and frame Gordon’s as the modern classic.”
Earlier this month, Diageo caused consternation within the investment community, warning that “slowing category growth” for spirits in the ‘Latin America & Caribbean’ reporting region would impact on its forecast rates of sales growth in the six months to the end of December.
