ISP Art Direction GOLD
EACA PMC GOLD

The Challenge
Position Gordon’s Gin as a connoisseur’s choice by reinforcing its craftsmanship and quality credentials, while driving sales across both on and off trade.

The Insight
The distillation of Gordon’s, combining handpicked juniper berries and botanicals is an art form in itself, creating a natural link between the brand and the world of art.

The Idea
Partner with the Turner Prize to place Gordon’s within a credible artistic arena, aligning the brand’s craft with one of the UK’s most prestigious contemporary art platforms.

Execution
Sponsorship of the Turner Prize, creating a strong association between Gordon’s and the Tate Modern.

The activity included a branded bar within the Tate, limited edition POS for style bars, and an off-trade promotion designed to drive sales while leveraging the partnership through Tate-related city breaks.

Following the success of the first year, the campaign extended into a second year with an experiential tour. Consumers were invited to sample the Gordon’s range while engaging with the work of Turner Prize artists.

For the first time in Turner Prize history, the public were able to comment on the artwork, opening up the experience to a broader audience. The tour was launched by David Lammy, Minister for Culture, alongside Janet Street-Porter.

Result
Sales in major multiples increased by 80% over the first weekend of trading

Strengthened Gordon’s positioning as the connoisseur’s choice

Secured a second year of sponsorship following campaign success