Gordon’s announces brand evolution with new campaign

Leading gin brand Gordon’s has announced a brand evolution that casts a new direction for its creative expression with refreshed design principles and positioning that reinvigorates the brand for a modern audience.

First created in 1769, Gordon’s mastered the classic London Dry Gin and set the standard for all other gins to follow by defining the category’s crisp taste, subsequently becoming the biggest selling gin in the world. The new campaign builds on the brand’s heritage and reputation as a much-loved British classic by positioning Gordon’s as THE definitive gin for casual get-togethers at home.

The hero film, ‘Many Evenings In’ takes the audience on a journey through the many social moments that modern life presents. From a catch-up in the kitchen to a house party and a long-overdue dinner with friends, the video depicts the many social occasions people coming together over a Gordon’s & Tonic culminating in a voiceover stating, ‘There’s only one Gordon’s’.

The change marks the biggest shift in the way that Gordon’s is brought to life since the brand relaunched in 2016 with its ‘Shall We?’ campaign. The latest change represents a ‘zooming out’ of creative that moves beyond speaking copas to a more realistic world filled with people enjoying the product in real life occasions.

As a result of the premiumisation of gin, and the changes in consumer behaviour this has caused, the evolution of the new brand world leverages the product truth and bases this on real moments to drive distinctiveness for the brand in an exciting, contemporary way.    

“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,” Tayara SousaLinke, global head of marketing, Gordon’s, commented.

“To reignite pride for the brand, this campaign aims to shine a spotlight on its heritage and frame Gordon’s as the modern classic. Ultimately, our aim is to demonstrate that when it comes to gin, there’s only one Gordon’s.”

Camilla Harrisson, chief executive and partner, at Anomaly added: “Gordon’s is over 250 years old – it’s one of the OGs and set the standard of what’s expected from a Dry Gin. What’s more, it’s the biggest international gin in the world and is enjoyed by more adults on more occasions than any other. This campaign injects the brand with a vibrant new energy whilst also setting the path for Gordon’s to maintain its position as THE No.1 international gin for years to come.”

The new global campaign will appear on TV, BVOD, Social and Digital in Britain from November before rolling out to other countries around the world including Germany, Ireland and Australia throughout 2024.