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Campaign aims to give brand a makeover

Gordon the Boar gives Diageo gin a head start

Gordon the BoarGordon’s Gin is being promoted through a £2 million refresher campaign from owner Diageo in a move designed to head off the growing pressure from niche rivals.

A new character, ‘Gordon the Boar’, features a man wearing a boar’s head who dances around his modern apartment while preparing a G&T. He is based on the boar’s head which has featured on bottles of Gordon’s gin since 1769.

The move is said to be driven by concerns that, despite a rise in sales, the brand is facing a growing challenge from the niche rivals offering different recipes and flavourings.

Diageo is concerned that Gordon’s has become a commodity brand and is in need of a new personality. New gin distilleries, including at least three in Edinburgh, are giving customers a range of alternatives.

Louise McKerrow, Western Europe marketing director for Gordon’s, promised “lots more news on the brand” which has enjoyed double digit sales growth in the past year and is benefiting from a surge in popularity of white spirits.

Off-trade gin sales were up 6% to £358m in the 12 months to October, according to Nielsen figures.

As part of the social media campaign Gordon will also get his own Twitter handle @gordontheboar. A four-minute YouTube video backs up the 60-second television commercial which aired for the first time on Christmas Eve.

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